Case Study: Turkcell achieves up to 36% app install rates and stronger customer engagement with Adobe Marketing Cloud

Turkcell customers expect more and get it

Turkcell, Turkey’s leading mobile telecom and internet provider, developed multiple native apps to deliver member benefits but faced the challenge of showing the right message to the right customer at the right time. The company needed better audience segmentation and cross‑device insights to boost native app adoption, raise awareness of value‑added services, and keep communications relevant across customer groups.

By implementing Adobe Marketing Cloud (including Adobe Analytics for mobile apps and the mobile core service), Turkcell gained rich analytics and audience segmentation to deliver personalized in‑app messages. The campaign drove strong results: up to 36% install rates from in‑app messages versus 10% from other channels, ~32% conversion to app store pages, overall 12% download conversion, personalized messages produced about 6× higher click‑through rates, and Turkcell now averages ~15,000 app downloads per month while improving service adoption and customer insights.

Turkcell

Merve Çevikoğlu

Web Analytics Specialist