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.