Case Study: Doğuş Marketing Services achieves a unified customer view and boosts campaign efficiency with Oracle Marketing Cloud

Doğuş Marketing Services Increases Performance and Innovation with Oracle

Doğuş Marketing Services (DMS), a 70‑person marketing and CRM specialist within the Doğuş Group in Istanbul, operates mobile apps reaching nearly 2 million customers and provides analytics and cross‑marketing services to group and external brands. DMS needed a global data‑management platform to unify mobile, website and offline CRM data, improve programmatic campaign performance, reduce digital marketing costs, and streamline target‑segment creation across multiple platforms.

DMS deployed Oracle Marketing Cloud (including BlueKai) to create a single customer view and unify data from 3 mobile apps, 30 websites and 20 group companies, enabling omnichannel activation across eight channels. The solution improved campaign effectiveness and cost efficiency, sped up segment definition and campaign integration, enabled retargeting and look‑alike modeling, and launched a new digital‑data business line (expected to account for ~25% of future revenue), while becoming the first Turkish firm to integrate deep mobile shopping data into third‑party campaigns.

Doğuş Marketing Services

Tunç Özcan

Director, Data Analytics and Product Management