Turkcell's Real-Time Data Transformation with Evam

About Turkcell:

Turkcell is a leading integrated telecommunications and technology services company. It holds a 45% share of the telecommunications market in Turkey and provides phone, data, TV and value-added services to consumers and enterprises over mobile and fixed networks.

The Challenge: 

Turkcell offers more than 1,000 prepaid and postpaid data and voice packages. Customers can customize them by digital services, tariff fees and other parameters. Turkcell wanted every customer to get a personalized offer in every inbound channel, and it needed to keep pace with fast-changing preferences.

The company was also running a MarTech transformation across its group companies: Superonline, Paycell, Digital Services (BiP, TV+, Fizy) and Guvencell. The goal was marketing impact that scales across all channels, with outbound and inbound connected into one omnichannel experience. A consumer-focused program for outbound marketing automation was set up through a strategic partnership with Evam.

Why Turkcell Chose Evam: 

Time to value. Evam's setup is quick and straightforward, so it starts to generate value from the first day of implementation.

Time to market. Business teams design new scenarios with minimal support from development teams, so new customer journeys go live fast.

Experimentation. Marketing teams test hypotheses inside a single journey and optimize scenarios quickly based on the results.

The Solution: 

Evam integrated with Turkcell's 15+ outbound marketing channels and now processes 1.8 billion events a day. That data feeds personalized, multi-channel journeys with a measurable effect on acquisition, retention and upsell.

Turkcell runs more than 200 complex marketing and customer experience scenarios and over 100 automated personalization strategies, executed in milliseconds. Through Evam's Marketing Hub, the team can apply personalization strategies in all channels for each micro-segment, so decisions use the customer's context at that moment.

The Results: 

The acceptance rate of next best offers among mobile customers doubled.

Evam's gamification capabilities increased active user engagement across Turkcell's Digital Services (BiP, TV+, Fizy). Superonline achieved a substantial ARPU uplift in the first year, thanks to inbound and outbound marketing on the same platform. Turkcell's technical investment also continues to benefit its insurtech brand Guvencell and its fintech brand Paycell.