It serves its customers with voice, data, TV and consumer and enterprise services on mobile and fixed networks. Turkcell Group companies operate in nine countries – Turkey, Ukraine, Belarus, Northern Cyprus, Germany, Azerbaijan, Kazakhstan, Georgia, Moldova.
As a company that’s always worked to bring the innovations of mobile communications to Turkey, Turkcell has long prioritised investment in innovative marketing tactics. Recently a new challenge emerged: Turkcell wanted to use the latest digital tools to identify customers who were close to churn and then find ways to regain their loyalty.
The primary aim was to improve marketing campaigns. Turkcell couldn’t identify the intent of those searching ‘change GSM service provider’ to understand if they were an existing customer looking for a new provider or someone looking to switch to Turkcell from a competitor.
To solve this problem, Hype set up a custom data integration that linked together internal CRM data, Google Analytics and AdWords. These tools and the integration between them enabled the team to distinguish Turkcell customers from their rivals’. After storing data such as roaming plan type or Turkcell loyalty membership status in Google Analytics, they used this data to create new audience segments, then identified those who were seeking services from competitors and used AdWords to target each audience segment with tailored offers.
The approach meant that Turkcell could not only distinguish between those who were already customers and those who were not, but could also target consumers who were closest to converting with customised messaging. The results far surpassed expectations. Turkcell was able to decrease cost per acquisition by 78%, cut cost per click by 61% and increase conversions by 36%. “We knew the integration would increase the campaign performance, but we were surprised by the significance of the improvement”, says Sertaç Sayar, Performance Marketing Manager at Hype.
It’s no longer a matter of whether we have enough data anymore; data is available in many different platforms. Now it’s a matter of how we can make these platforms talk to each other. This is what we achieved with Google Analytics – creating custom remarketing audiences and using them in AdWords. With conversions doubled and costs reduced by 78%, we’re continuously looking for ways to achieve even more.Gokhan Akdağ, Performance Marketing Director, Hype
The success of the campaign has underlined to the Turkcell team the importance of taking an intelligent data-driven approach to marketing. “Data is fundamental to our business”, affirms Kadri Özdal, Sales Director at Turkcell. “But data is only as useful as the meaning we can get from it. To fully understand and interpret the data, we rely on the tight integration provided with Google’s tools. Before the CRM integration, we weren’t sure if our marketing efforts and spend were directed at the right audience. Instead of moving on with a generic campaign strategy, we deployed a sophisticated CRM integration. It maximised our ability to target users and therefore enabled us to increase our campaign performance while decreasing the costs.”