Turk Telekom x B2Metric Success Story
With a rich history spanning over 180 years, Türk Telekom stands as Turkey's pioneering integrated telecommunication operator. In response to the rapidly evolving communication and technology landscape, Türk Telekom, along with TT Mobil İletişim Hizmetleri A.Ş. in 2015, underwent a strategic transformation. This initiative aimed to address dynamic needs of its customers with efficacy and accuracy. While retaining its legal entities in their existing forms, including TTNET A.Ş., Türk Telekom embraced a "customer-oriented" and integrated organizational structure. This transition was executed in full compliance with the pertinent legislation and regulations, ensuring seamless adaptation to industry changes while upholding the company's longstanding commitment to excellence.
Challenge Overview
Interpreting Big Data
Türk Telekom faced a complex challenge with customer data available from multiple sources. Manually managing this vast amount of data would be time-consuming and costly. The challenge lies in interpreting big data effectively to derive meaningful insights that inform targeted campaigns and marketing strategies.
Complexity in User Segmentation
The complexity of user segmentation became a bottleneck for Türk Telekom. Traditional segmentation approaches often fell short, unable to capture user behaviors and preferences. The risk of deploying generic campaigns loomed large, potentially leading to decreased engagement and missed opportunities for tailored offerings.
Creating Personalized Campaigns
Türk Telekom faces the challenge of delivering the right campaign to the right user. Each campaign must be tailored to each user's unique profiles and preferences, making it a challenging task. The company wished to offer personalized packages, discounts, and campaigns to segment users accurately.
The Solution: B2Metric Customer Journey Analytics
Recognizing the need for a solution, Türk Telekom turned to B2Metric, an advanced analytics platform designed to address telecom industry challenges.
Big Data Analytics
Managing customer data manually from various sources poses significant difficulties. B2Metric's AutoML streamlined Big Data handling, transforming customer data into valuable insights. This increased efficiency and contributed to a notable increase in revenue.
Customer Micro-Segmentation
The challenge of delivering the right campaigns to the right users was met with B2Metric's AI capabilities. Micro-segments were identified, enabling Türk Telekom to tailor marketing campaigns to specific customer groups. B2Metric seamlessly segmented Türk Telekom's vast customer base, creating customized offers, discounts, and campaigns tailored to micro customer segments.
Campaign Optimization
B2Metric's AutoML Campaign Optimization Model disrupts traditional marketing strategies by providing deep insights into customer journeys. This led to a remarkable 60% increase in campaign efficiency and a 4x improvement in campaign return.
Propensity Prediction
AI applications, particularly in predicting customer behavior, proved instrumental. B2Metric's AI capabilities enabled. Türk Telekom to predict customers' next steps, enhance customer relationships, and optimize resources.
Benefits
20% Average Increase in Income
With targeted campaigns and personalized interactions, Türk Telekom was able to create user lifetime value that resulted in an impressive 20% increase in income on average. Customer-centric strategies have played a crucial role in fostering user loyalty and driving business growth at Türk Telekom.
60% Increase in Campaign Efficiency
A remarkable 60% increase in campaign efficiency was seen by Türk Telekom through B2Metric advanced analytics. By segmenting customers precisely, Türk Telekom was able to target marketing campaigns with high accuracy, ensuring the right customers were reached. Ultimately, this increased the effectiveness of campaigns as well as the revenue generated.
4x Campaign Return Improvement
Türk Telekom's campaign returns were significantly improved by 4x after implementing B2Metric AutoML. Through the use of sophisticated modeling techniques, Türk Telekom not only increased the effectiveness of weekly campaigns, but also improved the overall performance of campaigns by sending campaigns in response to micro segments identified by B2Metric Uplift Modeling.
Accelerated Processes with Actionable Insights
With B2Metric, Türk Telekom was able to accelerate its campaign management processes. As a result of the platform's insight-based reports, Türk Telekom streamlined their processes, made informed decisions, and continuously refined their marketing strategies. With this newfound agility, Türk Telekom was able to make its marketing initiatives more effective and successful.
Since implementing IQ Analytics into our campaign strategies, we have observed a remarkable enhancement in our open rates, which have surged by nearly fourfold compared to our previous performance.
Serkan Aydın
Business Analytics Manager
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