Challange& Selection

I’m a Senior Brand Manager at leading telecommunication company in Turkey. I will explain  our company’s e-commerce platform with storytelling method.

As a leading telecommunication company that’s always worked to bring the innovations of  mobile communications to Turkey, PopEi has long prioritised investment in innovative  marketing tactics. Recently a new challenge emerged: PopEi 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. PopEi 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 PopEi from a  competitor.

Application

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 PopEi customers from their rivals’. After storing data such  as roaming plan type or PopEi 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.

Insight & Approach

The approach meant that PopEi 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.  PopEi 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.     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.

