Case Study · B2Metric & Türk Telekom

AI-Driven Campaign Orchestration

Leveraging advanced AI/ML to deliver the right campaign to the right customer at the right time.

Higher Campaign Efficiency
Up to 60% improvement in campaign efficiency
Increased Revenue
20% average increase on income
Stronger Returns
4x campaign return improvement
Customer-Centric Approach
Delivering relevant offers to the right customer

About Türk Telekom

With a long history of more than 180 years, Türk Telekom is Turkey's first integrated telecommunication operator.

Türk Telekomünikasyon A.Ş., TT Mobil İletişim Hizmetleri A.Ş. in 2015 in order to respond to the rapidly changing communication and technology needs of its customers in the most effective and correct way, and TTNET A.Ş. It has switched to a "customer-oriented" and integrated structure by keeping its legal entities in their current form and fully complying with the legislation and regulations to which they are subject.

60%
Increase in Campaign Efficiency
Segment customers with high accuracy, send campaigns to the right customers and increase revenue.
20%
Average Increase on Income
Build meaningful relationships with your users and create user lifetime value and business growth.
4x
Campaign Return Improvement
With B2Metric AutoML, Türk Telekom improved campaign returns 4 times.

Challenge

It can be challenging for telecommunication companies to apply the right campaign to the right user. For this reason, Türk Telekom wanted to segment users in the right way and to implement the right campaigns. B2Metric allows Türk Telekom customers to offer packages, discounts and campaigns by dividing them into micro customer segments.

A team planning a campaign around a table

North Star Metrics

Campaign Count: 72,251
Telco Product Count: 1,651,220
Model Accuracy: 87.2%
Campaign Acceptance: 98.4%

Acceptance Results

Campaign 098.2%
Campaign 196.5%
Campaign 295.8%
Campaign 395.3%
Campaign 494.1%

Benefits

Türk Telekom achieved 4 times improvement in its weekly campaigns by sending campaigns according to the micro segments formed as a result of B2Metric Uplift Modeling. They also accelerated their processes with campaign management process reports.

Solution

Customer Micro-Segmentation
Türk Telekom was able to make accurate offers to its customers with B2Metric's customer micro segments and understandable reports of these segments.
Cross-Selling & Upselling
Improved customer journeys and increased customer satisfaction by estimating the probability of each customer responding to a cross-sell or up-sell offer.
Campaign Optimization
With B2Metric Uplift Modeling, campaign revenue was maximized by dividing customers into segments such as Persuadable and Sure Things, and reporting which campaign should be sent to which customer.

Overview

Türk Telekom wanted to segment users and send the right campaign to the right user. As B2Metric, we divide approximately 60 million customers of Türk Telekom into customer micro-segments and enable them to offer packages, discounts, and campaigns.

Use Cases

Cross-selling & Upselling Boost

B2Metric Uplift Modeling helps Türk Telekom to increase campaign efficiency and increase campaign revenue by preparing the right campaigns for its customers.