Personalisation Increases Mobile Service Brand Engagement for Turkcell
Turkey’s leading mobile telecom and Internet service provider is encouraging customers to take better advantage of membership benefits with Adobe Marketing Cloud. Using Adobe Analytics, Turkcell built detailed customer segments to help ensure that the right messages are shown to the right customers at the right time.
By understanding key audience segments, such as platinum members, households, and young customers, as well as which devices they use and how they interact with mobile applications, Turkcell can target messages and design relevant experiences accordingly. The company can also shape development strategies for new, useful features within mobile applications based upon preferences and device. Furthermore, Turkcell can understand which services, content, and games users interacted with most and use the information to refine messages as relationships and user behaviors become more complex.
“With Adobe Marketing Cloud, I can see which people click on in-app messages, what type of device they are using, what customer segment they belong to, and more,” says Merve Çevikoğlu, Web Analytics Specialist at Turkcell. “This level of detail informs decisions that lead to positive business outcomes.”
You can find the Turkcell case study here.