Turning Data into Insights at T-Mobile

A 30-second Super Bowl ad is reported to cost $7 million. Is it worth it?

As Senior Business Analysis Manager at T-Mobile, John Hottovy (MS 2021) helps decide. He uses the skills he learned at the University of Washington Foster School of Business Master of Science in Business Analytics (MSBA) program to determine whether such an expenditure delivers meaningful returns for the Bellevue, WA-based wireless company.

“We saw a dramatic jump in Google searches and website activity almost immediately,” Hottovy recalls of the day T-Mobile’s ad aired during the most-watched television event of the year. “But beyond that, you want to understand how people interpreted the ad—was it received positively? Did it align with our brand? That kind of insight matters just as much for that expensive of an ad.”

Hottovy sharpened his skills through Foster’s Master of Science in Business Analytics degree program. This one-year, STEM-designated curriculum equips students with the technical tools and strategic mindset to lead in a data-driven world. Designed for rising business leaders, the program offers an integrated curriculum that trains graduates to translate data into insights.

Using his Foster education to drive insights and strategy

Today, Hottovy uses those skills to guide and evaluate the telecom giant’s media strategy. “I’ve been at T-Mobile for two years now, working on the Media Analytics team,” he says. “Our focus is measuring and making recommendations for T-Mobile’s $1.5 billion annual paid media budget. That involves using tools like media incrementality testing, forecasting, media mix modeling, and website metrics to help make sense of campaign performance.”

It’s a new role for Hottovy, who was promoted after just a year at the company. “I started out focusing mainly on video measurement, looking at everything from traditional TV to streaming video. I was responsible for analyzing performance and providing recommendations for our video investments. I recently transitioned into a new role as the media analytics lead for T-Mobile’s broadband business. Now, I work directly with the broadband marketing teams to drive insights and strategy.”

Leveraging connections made at Foster

Hottovy joined T-Mobile in 2023. His Foster Master of Science in Business Analytics education not only equipped him to thrive in his role but also helped him land the position through a connection he made during the program.

“I’d been a T-Mobile customer for a long time before I started working here. I still remember the first time I walked into one of their stores. It was just a very positive experience, and that always stayed in the back of my mind,” he says. “One of my classmates from the MSBA program joined T-Mobile right after graduation. We kept in touch, and at a networking event, she mentioned an opening. We talked about what I was doing and what the role required. It turned out to be a great fit. That connection helped me get my foot in the door, and the rest followed from there.”

How the MSBA program sharpens skills and opens doors

Hottovy’s path to his current role began at the University of Arkansas, where he studied Finance and Accounting. After graduation, he was looking to make a change, both geographically and professionally.

“I’ve always loved numbers, statistics, and math, but when I was growing up, analytics wasn’t that big of a field yet,” he reflects. “I moved out here and was making a major career pivot. I knew going back to school could help me sharpen my skills and open doors that felt closed to me. It offered a chance to deepen my business education while also learning technical tools and strategies to think more analytically. I applied to the MSBA program and ended up loving it.”

Hottovy says he forged tight bonds with several classmates and cites the program’s team-based approach as one of its most significant advantages.

“The cohort model helped build strong interpersonal skills,” he says. “I worked closely with a small group of peers across a wide range of classes, and that experience teaches you how to collaborate, support one another, and grow as a team. Those dynamics absolutely carry over into the workplace.”

Learning to prepare for tough conversations 

Like several other successful alumni, he cites the program’s negotiation class as especially valuable. “We had a negotiations course that was all about how to prepare for potentially tough conversations and how to walk in with a plan and stay grounded. That directly translates to the business world. You may not be negotiating contracts every day, but there are often disagreements, and being able to communicate your point effectively without letting emotions take over is crucial.”

A collaboration with Microsoft project provides real-world experience

The Master of Science in Business Analytics program also provided Hottovy the opportunity to gain real-world experience while still in school. “During the last quarter of the program, our team worked on a project with Microsoft. We had a great mentor in Ben Boatman, and we worked on workplace analytics,” he recalls.

Hottovy’s team was tasked with examining workplace productivity. The project included analyzed anonymized data on metrics, including time spent in meetings, emails sent, and other activities, to uncover what made certain salespeople more effective than others.

“The goal was to figure out what makes a successful salesperson,” he says. “It was challenging because success didn’t look the same across the board. Some people thrived through face-to-face interactions, while others were more effective through high volumes of email. There were multiple styles of success. So, we joined the different datasets, analyzed patterns, and ultimately made recommendations based on that variety. It was exciting, complex, and a great way to apply everything we’d learned.”

Embracing bettering humanity through business

Beyond analytics and strategy, Hottovy embraces Foster’s mission of bettering humanity through business. He says Foster and T-Mobile share a set of common values. “I’d always admired T-Mobile, not just as a customer but for its culture,” he says. “My wife’s a teacher, and I remember being especially impressed by T-Mobile’s efforts to provide free internet to students who didn’t have access, trying to level the playing field in education. That resonated with me. And it was the Foster network that opened the door.”

Learn more about the Master of Science in Business Analytics program at the University of Washington Foster School of Business.