AT&T leverages data-driven brand sentiment to boost growth and customer loyalty

When Kellyn Smith Kenny arrived as chief marketing officer in late 2020, AT&T was moving away from its entertainment acquisitions toward a focus on 5G, fiber and debt reduction. She instituted a “brand love” score that counts respondents who rate the brand six or seven on a seven-point scale, noting a 13-point rise over five years. Internal analysis shows that brand lovers are 1.6 times more likely to sign up within a year and existing fans are three times less prone to leave while being about 50% more likely to add services.

The data has shaped offerings like the $15-a-month “Build a Plan” package and the AT&T Guarantee, which credits customers after prolonged fiber outages. Kenny also uses research to highlight invisible network upgrades and promote FirstNet, the public-safety broadband network, to improve overall brand perception. By tying sentiment to concrete financial outcomes, AT&T aims to treat marketing performance on the same footing as other C-suite responsibilities.