Marketing Automation
Papara is a leading Turkish fintech company that provides innovative, digital payment solutions. Known for its user-friendly platform and strong customer focus, Papara enables users to make payments, transfer money, and manage their finances seamlessly. With millions of active users, Papara aims to enhance financial inclusion through accessible and efficient digital banking services.
Overview
By identifying churn risks and user behavior patterns, B2Metric helps Papara deliver personalized marketing campaigns that increase user retention, drive engagement, and maximize transactional value while minimizing churn for high-risk users.
Use Cases
Targeted Cashback Offers
Delivering personalized cashback offers based on churn scores to re-engage at-risk users.
Channel Propensity Prediction
Predicting the most effective communication channel for each user to increase campaign engagement.
Upsell Campaigns
Running tailored upsell campaigns for users with moderate churn risk to increase usage and product adoption.
A/B Testing Optimization
Continuously testing and optimizing cashback amounts and benefit offers to maximize conversion and ROI.
Challenge
The client needed a method to reduce churn while maximizing transaction efficiency. With a large customer base, identifying the best-fit campaign for each segment was complex, requiring a model that considers customer lifetime value, transactional volume, and churn likelihood.
High Churn Risk
A growing number of inactive users were at risk of abandoning the platform.
Complex Segmentation
Traditional segmentation did not capture user behavior, value, and intent effectively.
Campaign Efficiency
Lack of personalization resulted in lower engagement and wasted marketing spend.
Impact & Results
Reduction in Churn Rate
Significant decrease in churn through data-driven targeting and personalized campaigns.
Increase in Transactions
Higher transaction volume driven by relevant offers and improved user engagement.
Campaign Conversion Rate
Personalized marketing automation increased conversion across all campaign types.
Increase in CLTV
Higher customer lifetime value through upsell campaigns and increased product usage.
Improved Engagement
Engagement rate improved across push, email, SMS, and in-app notifications.
With B2Metric's advanced analytics and marketing automation platform, Papara drives smarter decisions, maximizes user value, and builds long-term customer loyalty.
b2metricBenefits
Churn-focused offers aligned to user value and churn scores significantly improved retention. Avoiding renewal offers for low-potential segments helped maximize revenue. Personalizing rewards and relevant upsell campaigns resulted in greater user satisfaction and loyalty.
Solution
B2Metric's machine learning model segmented customers by churn risk, leveraging a detailed matrix of factors:
Churn Score
Predicts likelihood of customer churn within a specific timeframe using behavioral and transactional data.
User Importance Score
Indicates customer value compared to others with similar lifespans, based on transaction frequency, volume, and product usage.
Campaign Impact Factor
Adjusts campaign intensity for each segment to optimize retention and maximize campaign ROI.
The model continuously learns and adapts as new data comes in, improving prediction accuracy and campaign effectiveness over time.
Results
Improved Retention Metrics
Significant increase in customer retention across high-risk segments through personalized, churn-focused offers.
Increased Transaction Frequency
Personalized campaigns and relevant upsell offers led to higher user engagement and more frequent transactions.
Optimized Cashback via A/B Testing
A/B testing of cashback and benefit offers resulted in higher acceptance rates and optimized campaign ROI.
Revenue Uplift
Avoiding renewal offers for low-potential segments ensured better resource allocation and maximized revenue from high-value users.
Enhanced User Satisfaction & Loyalty
Tailored rewards and communication improved overall user satisfaction and long-term loyalty.
Smarter Campaigns. Stronger Results.
Data-driven insights enabled Papara to personalize every interaction, optimize spend, and build lasting customer relationships.
By leveraging advanced analytics and machine learning, B2Metric empowered Papara to reduce churn, drive engagement, and create meaningful customer experiences at scale.
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