Case Study: Turkcell achieves up to 36% app install rates and personalized in-app engagement with Adobe Analytics

Turkcell - Customer Case Study

Turkcell, Turkey’s leading mobile telecom and internet service provider, faced the challenge of delivering the right messages to the right customers at the right time to boost native app adoption, raise awareness of value‑added services, and increase engagement across segments. To gain the needed audience insight and targeting capabilities, Turkcell deployed Adobe Analytics as part of Adobe Marketing Cloud, including the Adobe Analytics for mobile apps solution and mobile core services.

Using Adobe Analytics, Turkcell built detailed customer segments, delivered personalized in‑app messages, and measured conversions across the funnel; the company saw app‑install rates up to 36% from in‑app messages versus 10% from other channels, nearly 32% conversion from in‑app messages to app store pages (12% overall download conversion), click‑through rates about six times higher for personalized messages, and roughly 15,000 downloads per month. Adobe Analytics also improved visibility into customer behavior, increasing service adoption and enabling continuous refinement of messaging and app features.

Turkcell

Merve Çevikoğlu

Web Analytics Specialist