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Customer Worth and Performance Management measured by Turkey’s only digital media provider
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
DIGITURK, the first and only digital platform in Turkey, identified that its Information Systems infrastructure could be improved to match the development of the business. A corporate reporting structure was required to bring the business together and to allow DIGITURK to continue to provide a consistently high level of service to its 2.5 million customers. The key areas that senior management and departmental heads wanted visibility into included, churn and acquisition, sales, marketing, finance, the call centre, Customer Relations Management, Lig TV and media marketing. As the demand for these applications increased, DIGITURK started realizing that maintenance costs rose for the existing applications and for the dashboards that were in the queue to be developed. This was because they had scattered coding and a lack of standards in the visualization. In addition, this also introduced problems with their data consistency, getting one version of the truth, and below par performance as there was no integration with their corporate reporting infrastructure.
About The Customer
DIGITURK, the first and only digital platform in Turkey, has been operating since 1999 and has changed conventional television watching habits. With 170 television, radio and interactive channels, DIGITURK prides itself on its rich content and contains various channels, including domestic and foreign films, sports, documentaries, news, music, children’s entertainment, lifestyle and interactive channels, catering for all types of viewers. As a digital media services provider, DIGITURK strives for customer excellence to enhance the viewer experience across its entire business. With its rapid growth and adoption across Turkey over the last 10 years, DIGITURK identified that its Information Systems infrastructure could be improved to match the development of the business.
The Solution
DIGITURK launched QlikView with a structure for 50 users; work flow in each department is monitored and managed using ‘management cockpits’. With the QlikView dashboards, DIGITURK users do not only get access to the standard reports but powered by the analysis capabilities they can expand on routine reporting and analysis. Denizlerkurdu explains that a clear challenge in the entire project was establishing the standard reporting definitions according to each department’s requirements. He adds, “Due to the structure of our organisation, we have to form standards which are not only different from department to department but also independent between departments. This project made us open our eyes and put standards and processes in place. We had to understand our business from left to right and bottom to top; QlikView’s data structure and easy associative technology made this a lot more comfortable, combining data from multiple sources. We started to ‘discover’ data as we started to see analyses that had previously not been visible, as we opened up our systems.
Operational Impact
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