Total 461 words used.
Karaca is Turkey's leading brand serving in the tableware, kitchen and small electrical appliances categories. It also provides services in the global arena with its more than 300 stores and approximately 4000 employees. At the same time, it gets 1/3 of its turnover from its digital channels. It provides service in Germany, England and France both with its stores and digital platforms. It also sells products on marketplaces in many countries, including America. Customers may not always receive the related communications about themselves. Hence, personalization is one effective way to meet the customer needs in real-time. Thanks to our 'CustoMation' project, we created a fully automated inbound marketing journey.
Before starting the project;
- All process in terms of segmentation and communication were manual.
- Obtaining the data for personalized campaigns and communications were challenging.
- Sending app push and mailing were managed manually in marketing automation tool.
- Campaign and communication performance could not be measured efficiently.
As you can see attached picture 'Customation- Project Flow', we used technology effectively to strengthen our inbound marketing platform performance. We can segment our target audience easily with artificial intelligence and algorithms, and then send the segments to the marketing automation platform via API and SFTP. After segments are filled automatically, trigger app push notification and mailing are sent according to consumer behavior. Then, we can observe campaign performance from the dashboard and take quick actions for the next campaign. Apart from inbound marketing channels, our segments are accessible on same screen and can be used in social media such as Facebook, Google. As a result, the process of defining the audience, obtaining contact information and tracking campaign performance is carried out on a single dashboard.
By automating our communication and segmentation process;
- We created more than 220 segments.
- Our performance in terms of app push open rate has doubled.
- In November, we earned 43 million TL additional income.
- While the conversion rate was 0.83% before starting the project, our CR is 1.5% now.
- Apart from directly measured metrics, our employee can arrange their time to improve campaign performance efficiently. Since 10 of our employee dedicate 2 days of a week for this job, our company gained approximately 80K TL in a month (10 employeeX8000 TL).
Finally, as customer and data analytics department, we have a turnover expactation of over 400 million TL in 2023.
We also received an award with this project. In October, we came together with leading brands that shape customer experiences at the LIFTAWARDS22 gala organized by Insider, our digital solution partner in marketing automation tool. We are among the winners determined according to the Insider Personalization Index data and to win award in the “Mobile App Push Highest Engagement Rate” category.
Nomination Title: CustoMation
