Tag: digital transformation

WEBINAR: Watch Google’s “Digital Transformation” Session with Sprint, Harvard and MightyHive. Get Your FREE Copy of the Sprint Case Study

 

Last year, telecom giant Sprint (now T-Mobile), completed a digital transformation that caught the attention of Harvard Business School. Seeing it as an example of a business trend marketers should pay attention to, Harvard published a comprehensive case study for its graduate students in July, and Google brought it all to life for Part IV of its “Digital Transformation” series on October 29.

Google assembled an online panel comprised of MightyHive CEO, Pete Kim, Harvard Business School professor, David Bell, and T-Mobile SVP Digital Emerging Products, Rob Roy. Each shared their unique experiences and views on the MightyHive/Sprint partnership, including technical and personnel challenges, and how the case study reflects a business challenge faced by many brands today.

Watch Digital Transformation with T-Mobile, MightyHive & Harvard Business School

 

In 2016, Sprint set out to simultaneously address changing consumer habits and improve operational and advertising efficiency. “When the CEO tells you to figure out how to do the largest Fortune 500 transformation, you have to come up with some unique ideas using goal posts that are really far out,” Roy shared during the webinar. “I challenged the team, but the effort [came from] the individuals who wanted to do something really unique…that hadn’t really been done at [this] scale…and do it all while trying to grow the business.”

Roy set out to establish a cultural change that would put Sprint on even ground with companies—partners and competitors alike—that were born in the digital age. “How do we digitally transform the people [so that] digital runs throughout the organization?” posed Roy. “We created a bunch of new processes and experiences within the larger part of the organization and that led us to the next steps; bringing media in-house, building unique apps, etc. We needed the whole company on board and not just a digital team trying to hit a couple KPIs and we were very pleased with the results.”

“We needed the whole company on board and not just a digital team trying to hit a couple KPIs”

– Rob Roy, SVP Digital Emerging Products, T-Mobile 

Professor Bell echoed Roy’s assessment of the need for cross-department collaboration: “Understanding business situations requires understanding how everything fits together,” he said. “Management needs to be cross-function not just within the functions, and I believe this case study shows that.”

Pete Kim added that digital transformation is unique to each company. “We didn’t come into [the partnership with Sprint] with an assumption that in-housing was the right solution,” he explained. “There are many ways to skin the digital transformation cat, if you will. From the broad spectrum of options—total outsourcing to 100% in-housing—the first thing is to understand where on that spectrum each particular client belongs. And that is an assessment [of the] business itself and the preparedness of the teams.”

Get your FREE copy of the Sprint case study published by Harvard Business School in July. 

 

Both Kim and Roy recognized that digital transformation requires every company to charge into uncharted territories. “The people that we brought in are the type of people who are excited by the challenge and don’t want to rest on norms,” explained Roy. “We created something very unique that has given us more and more opportunity as we peel back the onion. I had an amazing set of individuals and partners in MightyHive and others to actually make this thing happen.”

“The next five to ten years are going to be a reckoning,” said Kim. “People should understand that [digital transformation] is really going to happen and it requires change agents who have the vision, courage, and authority to move.”

Get your free copy of the case study and watch the session to learn more:

WATCH “Digital Transformation” to hear Sprint’s stories. 

DOWNLOAD the HBS Case Study to learn how Sprint executed a complete digital transformation.

VIEW the Slides from the Digital Transformation session.

 

Harvard Business School Publishes “In-housing Digital Marketing at Sprint Corp.”

 

As a company that lives on the leading edge of digital media, the MightyHive ethos has been to train our own. With fast and frequent innovation it’s difficult to build educational material that can keep up. That said, digital transformation has been a buzzword for several years, and it’s a topic that keeps business leaders in all industries up at night. COVID-19 revealed the stark contrasts between businesses that have advanced their digital transformation efforts and those that have not.

MightyHive and Sprint had the privilege of working with Harvard Business School and Professors David Bell and Rajiv Lal to create a case study on Sprint’s digital transformation efforts over the past 3 years. The company’s leadership knew that more consumers would be interacting with the brand online–and expecting more from those interactions. A major component of the transformation strategy was bringing digital media planning and buying in-house. MightyHive was honored to help Rob Roy, Charlie Florio, Andrew Ronnfeldt, and the rest of the Sprint digital team in achieving this objective.

It was a bold vision that was not without its risks. The Sprint team was confident that being closer to their marketing data and execution would help them win in an extremely competitive telecom space, but there were few examples of other companies having made such a change.

MightyHive worked hand-in-hand with the team to manage the transition from their external agency and to refine their digital program. We helped identify new KPIs and measurement models, found ways to reduce waste, and created an audience framework that attracted higher-quality traffic. With performance wins in hand, we helped Sprint in the next phase of the journey, assisting in the design of their team structure, candidate profiles, and training new team members.

In all, Sprint saved $6 million in costs annually that would have gone to an external agency, savings that were reinvested into working media. This drove a substantive increase in sales through their digital channels.

We are humbled to have had the opportunity to work with the faculty at the world’s leading educational institution, the Sprint digital team, and to have our work included in the curriculum for future business leaders.

You can read more about Sprint’s story by purchasing a copy from Harvard Business Review or by reaching out to sales@mightyhive.com.

Bayer and Sprint Honored at 2020 AdExchanger Awards

 

Two MightyHive Clients Recognized for In-Housing Execution

MightyHive is thrilled to congratulate our fantastic clients, Bayer and Sprint, who were both honored in the category of “Best In-House Media Operation” at the recent 2020 AdExchanger Awards. MightyHive proudly partnered with both companies to help design and build their in-house media operations, resulting in improved flexibility, control, and efficiency.

Each year, a community of leading marketers, publishers, technology platforms, and service providers collectively identify the companies and individuals making the largest positive impact on marketing and ad tech. This year’s results are in: Bayer was selected as the Best In-House Media Operation winner. Additionally, in the same category, Sprint was selected as one of just a handful of finalists.

Bayer’s Path to Self Sufficiency

Two years ago, Bayer decided it would bring its digital media planning, buying, and media analytics in-house in order to increase performance through data ownership, media efficiency, and transparency. Ultimately, Bayer’s goal was to make digital expertise the cultural norm and use data analytics to inform decision-making and optimization throughout the entire organization.

In 2018, MightyHive assumed interim management of the pharma giant’s digital campaigns and technologies across 15 brands while Bayer tapped MightyHive’s digital expertise to set processes and frameworks for efficiency at scale. MightyHive also assisted Bayer with sourcing talent and implementing a staggered transition to plan provide support as Bayer worked towards self-sufficiency.

Our two-year vision is truly taking shape through cost-savings, better informed decision-making, and quicker go-to-market strategies. MightyHive helped make this vision a reality by bringing us closer to our data, eliminating unnecessary fees and costs, and building a blueprint for Bayer to bring many of our media planning and buying functions in-house.

– Josh Palau, VP Media Strategy & Platforms, Bayer

As Bayer took operations in-house, the company experienced a 35% increase in media effectiveness. And after just ten months, the in-house model allowed Bayer to increase working media, targeted impressions, category reach, and ultimately ROI. By the end of 2020, Bayer’s in house media team will operate as a wholly independent and self-sufficient team. 

In-Housing Brings Double-Digit
Efficiency Gains to Bayer

(click to read the full case study)

Sprint Case Study

Sprint: Paving the Path to Control

For Sprint it was all about achieving exponential performance improvement. To do this, the telecom giant made transparency, minimizing ad fraud, multi-touch attribution, and first-party data control top priorities. MightyHive helped Sprint gather new insights gained from data analytics and its vast collection of first party data. Sprint adapted its programmatic media strategy to better align with actual customer behavior instead of a predefined standard media approach. This realigned digital strategy, along with a best in class in-house team, resulted in exponential performance improvement.

MightyHive’s deep programmatic expertise and advisory capabilities made them an easy choice. They’ve helped us gain the control, insights, and flexibility to be able to better meet the needs of our customers and our business as a whole. Our partnership has been instrumental to Sprint’s digital transformation and has far exceeded our expectations.

– Rob Roy, Chief Digital Officer, Sprint

MightyHive Helps Sprint
Shine a Light and Take Control

(click to read the full case study)

Sprint Case Study

MightHive congratulates both of our great clients and we look forward to more successful collaborations in the future.

To learn more about in-housing, please contact questions@mightyhive.com.