The new campaign management system enhances the operator's ability to deliver targeted, flexible, and omnichannel marketing.

About the customer
Beeline Kazakhstan is the country's digital operator and the leader in the number of subscribers, according to Halyk Research. It is part of the Veon group of companies, which serves 157 million customers worldwide.
 

Prerequisites for implementation: why change the campaign manager

To maintain its position as a market leader, Beeline Kazakhstan focuses on both service quality and subscriber communication. To increase customer loyalty, messages must be personalized, timely, and delivered via the subscriber’s preferred channel. One of the tools for solving this problem is a technologically advanced campaign management system. Therefore, the operator decided to replace its campaign manager with a new one last year.

After evaluating various options, Beeline Kazakhstan selected AdTarget from Eastwind. This is not our first collaboration; we have partnered with Beeline Kazakhstan since 2015 to develop VAS and CVM products. Recently, Eastwind implemented another of its solutions in Beeline Kazakhstan.
 

Key features of AdTarget

Eastwind Campaign Manager is a part of Eastwind CVM solution, which allows you to launch dynamic and complex marketing campaigns quickly. The product features include:

— Flexible integration with the operator's infrastructure
— Deep segmentation and targeting of the subscriber base
— Personalization options and support for real-time parameters
— Clear interface for the marketer

These features enable the creation of multi-component cases and the integration of campaign blocks within a single interface.


Marketers create campaigns in AdTarget using a visual drag-and-drop builder

Learn more about Eastwind CVM solution

Features of implementation

Integration with client infrastructure for big data

Beeline Kazakhstan uses its own tools to work with big data. The company's analysts calculate more than 1,000 subscriber profile parameters to personalize the operator's offers. In particular, this data is then used to calculate the Next Best Offer, an ML model that predicts the most relevant offer for the subscriber. All previously calculated models and profile parameters are available to marketers when creating campaigns on AdTarget.

“Our platform's architecture was specifically designed for seamless integration, independent of the analytical component.”
 

Denis Maslov, AdTarget Implementation Project Manager for Beeline Kazakhstan

Integration with the operator's mobile application

The operator has built a digital ecosystem around its mobile application. Thus, in My Beeline, you can manage your tariff, receive financial services, make purchases in online stores, watch content from different providers, and much more.

The application is an important channel of communication with subscribers. Now, thanks to its integration with AdTarget, My Beeline can provide services as well as organically recommend products that are most relevant to a subscriber.
 

Project development

The first update to AdTarget was the ability to manage contact policies—for even more significant growth in customer loyalty. These mechanisms were immediately deployed in the operator’s system.

"With extensive experience in automated marketing, the operator had a clear vision of what was needed for the new solution from the outset. Beeline Kazakhstan's high requirements, including regarding development prospects, helped us set priorities in the AdTarget roadmap."

Artem Kirischev, Sales Director, Eastwind