Verizon's marketing organization faced growing pressure to make its campaigns more intelligent, personalized, and measurable — but its existing approach lacked the strategic and operational alignment to get there.

Key challenges included:

• Marketing decisions were often made without consistent use of customer data or performance feedback
• Campaigns were segmented, but not truly personalized to behavior or lifecycle stage
• Measurement approaches varied across teams, limiting optimization and learning
• Disconnects between internal teams and agency partners created execution inefficiencies
• No unifying roadmap for how data and AI could improve targeting and campaign performance

Verizon needed a cohesive strategy to evolve its marketing from fragmented execution to a data-first, insight-driven program.

CVM partnered with Verizon and agency stakeholders to define and implement a strategic roadmap for data-driven marketing — one that integrated advanced analytics, predictive modeling, and cross-channel personalization into everyday decision-making.

Key initiatives included:

• Defined the Marketing Data Strategy
  Developed a framework to use customer data more effectively across campaign planning, audience targeting, and creative development.

• Introduced Predictive Targeting Models
  Proposed and implemented models that scored customers based on their likelihood to respond, convert, or churn — powering smarter segmentation and personalization.

• Aligned KPIs and Measurement Approaches
  Helped unify marketing performance metrics across channels and teams, enabling clearer attribution and more effective campaign optimization.

• Supported Organizational Buy-In
  Engaged stakeholders across Verizon’s marketing and analytics groups to align on goals, share learnings, and ensure adoption.

• Built for Scalability and Iteration
  Emphasized a phased delivery model — starting with high-impact pilots, demonstrating ROI, and building momentum for broader transformation.

CVM served as both a strategic advisor and an implementation partner, ensuring that recommendations were both actionable and grounded in Verizon’s operational reality.

• Verizon established a more unified, data-driven marketing strategy across internal and agency teams.
• Campaigns became more targeted and effective, with predictive models improving segmentation and response rates.
• Measurement and reporting became more standardized, enabling faster insight generation and optimization.
• Stakeholders across the organization gained confidence in using data to guide marketing strategy and execution.
• The foundation was laid for continued innovation, including future use of AI and machine learning in campaign development.

• Strategy Comes Before Scale: A clear roadmap and shared vision are essential for any large-scale marketing transformation.
• Cross-Team Collaboration Accelerates Adoption: Success required alignment between internal marketers, analysts, and agency partners.
• Pilot, Prove, and Expand: Starting with targeted initiatives helped Verizon demonstrate early wins and build buy-in for broader change.