Company: Hopi
Company background: Hopi is the first and largest multi-brand crm, customized shopping and fintech- martech platform in Turkey, designed for the optimum mobile shopping and payment experience of hyper personalized platform with 15 million + customer.
Contact: Gül Sağır Aydın
Title: Consumer Business Asst. General Manager
Country: Turkey
Award Category: Curious Thinker
Tell us how you are inspired by the work you do?
Hopi is a new generation shopping and fintech- martech platform with 15+ Million customers. This allows us to collect various and large data.
Working with SAS solutions inspires us on how to transfer those complex data to act on real-time with the right offer at the right time to the right person and how it affects conversions. Since SAS offers high flexibility; it is possible to analyze any insight, take fast adopted actions and monitor its performance by dashboards. In a fast-changing environment, we can manage our customers in a 360 perspective and be more adaptive to trends and increase customer engagement. I am inspired by Hopi to show the importance of personalized customer interactions on engagement and loyalty.
How has SAS played a part in your journey?
With SAS, we developed propensity models based on customer data from different sources and offered personalized journeys and targeted them in real-time. In our new app launch we are offering our customers a 1 to 1 personalized experience executed with SAS solutions.
Since SAS offers high flexibility; it is possible to analyze any insight, take fast adopted actions and monitor its performance by dashboards. In a fast-changing environment, we can manage our customers in a 360 perspective and be more adaptive to trends and increase customer engagement. Also, we have enabled new real-time channels to target customers based on real-time actions.
What products do you use and how do you use them?
We developed propensity models on SAS Studio and personalized app journeys on real-time with Intelligent Decisioning. For journey management and channel orchestration we have positioned SAS CI360 and are able to deliver event-based journeys in minutes with very easy to use UI.
In analytical perspective, we have gathered and analyzed transactional and behavioral data. We have developed a loop for running 200 models for 200 product categories in SAS Studio. According to scores and other strategical algorithms we are delivering 15+ million different personalized experiences every day to our customers on their real-time app journeys with SAS VIYA Intelligent Decisioning.
In 360 orchestration perspective, we are managing all digital channels on SAS CI360. Not only have channel orchestration processes improved but also, managing them in a single platform has decreased our operational effort. Now, we can design a digital journey in minutes which enables us to adapt to new trends easily. Also, we have enabled in-app message channel with SAS CI360 and increased conversion and real-time customer engagement. Finally, SAS CI360 enriched our customer data by collecting behavioral unique customer data. This data is not only used in SAS VIYA but also is used by different teams across Hopi.
What is your greatest lesson learned that you'd like to share with others?
Combining the analytical approaches that come with the detailed analysis and modeling of the customers' data coming from different data sources, combined with the strategy, makes a difference in customer engagement and the conversion rates. In order to become a brand that recognizes its customers and interacts accordingly, it is necessary to establish both analytical and omni-channel management functionalities.
