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Optimum / Telecommunications · Personalization

Connect the campaign to the customer experience.

One customer journey. Fewer disconnected pieces.

AI-created editorial scene of anonymous collaborators arranging a physical prototype.
Original Muse artwork · Illustrative concept, not an image of this client or engagement.

THE QUESTION WE CAN HELP ANSWER

How do we connect audience insight, website content and measurement?

AI and digital implementation Enterprise expertise and teams
01 / THE STARTING POINT

The challenge.

A legacy estate of roughly 400 pages, proxy pages and separate landing pages made mobile experiences, campaign delivery and measurement harder to coordinate.

02 / THE WORK

From possibility to practice.

Muse worked with marketing and technology leaders on a personalization plan, responsive AEM templates, audience alignment and Adobe Analytics across the website and ordering journey.

03 / THE RESULT

What the work shows.

The published account reports easier on-demand publishing and a more consistent experience between campaigns and the website. It gives no quantified return-on-investment result.

A CLOSER LOOK

The evidence, in context.

Historical engagement · source undated

≈400

pages and related destinations in the legacy estate

  1. 01Audience insight
  2. 02Relevant content
  3. 03Journey measurement

The approximate page count describes the starting environment. Benefits are reported qualitatively in the source.

YOUR NEXT POSSIBILITY

Bring the lesson
into your own work.

These offerings connect the experience in this story to a new conversation. Your scope starts with your own needs.

Discovery and solution planning Websites and business applications Enterprise architecture and customer data Fractional leaders and specialist teams

A LITTLE MORE CLARITY

People Also Asked

Good questions.
Useful answers.

What is the business purpose of connecting campaign and website experiences?

Customers should be able to move from an advertisement to relevant information and an understandable next action. Connected measurement helps the team examine that journey.

Does personalization always require rebuilding an entire website?

No. The right starting point depends on the current architecture, content and measurement. Discovery can identify which parts need to change first.

Which teams should be involved in a personalization project?

Marketing, content, technology and measurement owners should help define the journey. Their shared decisions shape what can be published, measured and maintained.

START A CONVERSATION

Let’s explore your version.

Tell us about your audience, your starting point and what you want to make possible.

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FIND YOUR NEXT STEP