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Turkcell Wins Gartner & 1to1 Media CRM Excellence Award
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Tuesday, July 10, 2012:
Progress Software Corporation (NASDAQ: PRGS), a global supplier of application infrastructure software used to develop, deploy, integrate and manage business applications, today announced that its customer, Turkcell, the leading communications and technology company in Turkey with 34.5 million subscribers, has won Gartner and 1to1 Media CRM Excellence Awards in the category for Integrated Marketing Performance.
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Gartner and 1to1 Media CRM Excellence Awards offer the highest recognition of world-class customer strategy and CRM initiatives. The Integrated Marketing Performance category recognizes organizations that have demonstrated innovative use of integrated marketing to improve customer engagement, increase effectiveness, drive better efficiency and improve overall marketing performance.
Turkcell was chosen as the winner based on the successful implementation through local distributor M2, of a real-time situation-based promotion campaign that delivered a positive experience for its customers as well as a reduction in churn. At the heart of the campaign is a real-time marketing system, powered by the Progress®Apama® Complex Event Processing (CEP) platform, which enables Turkcell to instantly respond to how individuals are using the mobile network with a customized offer.
Based on more than 150 criteria and usage patterns, accordingto personal preferences, the real-time marketing system allows Turkcell to identify and act upon potential customer acquisition and retention opportunities, while building a stronger relationship with their customers. The powerful Apama CEP platform makes it possible for the Turkcell marketing team to analyze more than a million subscribers’ preferences per hour and develop marketing campaigns and offers relevant to their growing subscriber network. The time required to execute a campaign is cut to just minutes and as the success of different marketing scenarios is continually monitored, those resulting in low responses are retired and others enhanced.
Turkcell Chief Consumer Business Officer EmreSayincommented: “We are delighted to receive the Integrated Marketing Performance award in recognition of the success of our real-time marketing system. We are proud to offer our customers a unique experience and personalized offers based on their individual use of our network. The Progress Apama platform gives our real-time marketing system the power to immediately reach the right customer with the right offer that addresses a specific need at just the right time. In fact, we have seen that those offers sent using the real-time marketing system result in up to 10 times more positive responses than those offers sent using conventional methods.”
Dr John Bates, chief technology officer, Progress Software, commented: “It is great that Turkcell have won this award. They are fully deserving of this Integrated Marketing Performance award for the innovative way in which they have developed intimate, interactive relationships with their customers. Their real-time marketing system makes full use of up-to-the minute information about the behaviour patternsof their customers, and has transformed the way Turkcell interacts with them. Timely, relevant and personalized offers delivered direct to the subscriber have helped Turkcell strengthen customer relationship.”
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