Case Study: Turkcell achieves higher app installs and personalized customer engagement with Adobe Marketing Cloud

Turkcell customers expect more and get it

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 app adoption, raise awareness of value-added services, and gain deeper insight into user behavior. To address this, Turkcell implemented Adobe Marketing Cloud — including Adobe Analytics for mobile apps and Adobe’s mobile core services — to build detailed customer segments and support targeted in‑app messaging.

Using Adobe’s platform, Turkcell launched personalized in‑app messages that produced strong, measurable results: up to 36% install rates from in‑app message referrals versus 10% from other channels, nearly 32% conversion to app store pages, targeted messages achieving about six times higher click‑through rates, and roughly 15,000 downloads per month (5,000 in a single week). Adobe also improved visibility into customer behaviors and preferences, helping Turkcell increase service adoption and deliver more relevant offers.

Turkcell

Merve Çevikoğlu

Web Analytics Specialist