A mobile operator in Kazakhstan was struggling with low target sales through its mobile app. To address the issue, the team enhanced the app’s integration with the EW AdTarget campaign manager and introduced new communication channels. As a result, sales increased tenfold. Read our article for a detailed look at the project’s background, key stages, and performance metrics.



At the start of the project, the client already had the following systems in place:

EW AdTarget — a campaign manager
EW Navigator — an omnichannel router and inbound message orchestrator

However, the mobile app was not integrated with the EW AdTarget campaign manager. This lack of integration limited the app’s functionality, which had a negative impact on sales.



 

Issues with the Mobile App Were Holding Back Sales Growth

The mobile operator was facing several challenges:

• Limited Service Promotion. The operator relied on just two communication channels within the app: push notifications and a section with promotional offers. However, accessing this section required users to take multiple steps, making the path to purchase more complicated and negatively affecting sales.
• Lack of Personalized Content. The operator had no control over in-app content: push notification texts, offers, and visual design of promotional banners could not be personalized. This limited the relevance and appeal of campaigns.
• Slow Notification Delivery Speed. Push notifications were being sent at a rate of only 30,000 per hour. To boost sales effectively, this needed to increase to at least 150,000 per hour.
• Unreliable Push Notification Statuses. The system showed only the “sent” status, with no indication of whether a message had been delivered. Even a “successfully sent” status did not guarantee that the subscriber had actually received the push, as reports were often inaccurate or incomplete.
• Insufficient Analytics. Due to app limitations, reporting could only be generated once a day—and even then, the data lacked critical insights, such as user click-through behavior.
• High Time-to-Market for Campaigns. Adding new parameters to a campaign required the CVM team to submit a request to the app developer, with implementation often taking several months. In addition, employees had to use multiple interfaces and manually input code to create campaigns, which significantly slowed down the launch process.

As a result of these issues, in-app service sales remained low. To turn the situation around, the operator decided to integrate the mobile app with EW AdTarget campaign manager. The goal was to centralize campaign management, automate processes, and ultimately drive higher sales.
 

How the Project Was Implemented

The first step was to identify key user touchpoints within the mobile app, which included:

• Push notifications
• Splash screen
• Stories
• Widgets
• Tariff plan section
• Other product sections
• Marketplace
• General offers section

For each of these touchpoints, the mobile app was set up to request interaction rules and content from EW AdTarget. This allowed the app to deliver personalized offers to users at the right time, tailored to their behavior and needs.



The Client wanted to track essential campaign metrics—such as impressions, clicks, and conversion rates—to evaluate performance and improve campaign effectiveness.

To integrate EW AdTarget with the mobile app, the following steps were taken:

• Developed a Universal API for Flexible Content Management. A universal API was created to link EW AdTarget with all user interaction channels—except push notifications. This API enabled dynamic and centralized content delivery across the app’s touchpoints.
• Built a Dedicated Push Notification API. A separate API was implemented on the app side specifically for push notifications, enabling their integration with EW AdTarget. To support the increased load, additional server capacity was deployed, boosting push delivery speed.
• Enhanced Low-Code Functionality. The platform’s low-code tools were upgraded to give business users more control over campaign design. For example, they could now insert dynamic values directly into campaign parameters. The splash screen channel, for instance, became fully customizable across five key elements: background, offer title and text, button label, and destination link.
• Upgraded Dashboards and Analytics Displays in EW AdTarget. Analytics dashboards were updated to show when, through which channel, and which specific offer was delivered to each user. For example, whether a user saw a certain splash screen on app launch and clicked it, or whether a push notification was delivered and opened.This gave the operator clear visibility into each campaign’s performance and enabled data-driven optimization.

 

Project Results Exceeded Expectations

The core project work was completed within 18 months. As a result, Kcell’s CVM team now spends half as much time creating campaigns, thanks to process automation.

Specialists no longer need to switch between multiple windows or manually enter code. Campaigns can now be launched in just a few minutes, directly from the unified EW AdTarget interface—no programming skills required.

“Throughout the project, our goal was to achieve maximum flexibility in campaign configuration combined with a user-friendly EW AdTarget interface. Thanks to our close collaboration with the Eastwind team, we were able to fully implement this vision.”