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: Rookie of the Year
Why did your organization choose SAS? What business problem were you trying to solve?
Hopi is a new generation shopping and fintech- martech platform with 15+ Million customers. Even though we have various data sources, we would like to work with SAS solutions to transfer large and complex data to actions to the right person at the right place with the right offer at the right time.
Before SAS, Hopi was building rule-based segmentations and was targeting them with bulk segmented offers and strategy was to build microsegments according to propensities and lifestyle behaviors and target them on their real-time journeys. Also, we would like to decrease the operation effort of channel management.
How has SAS helped you to solve that problem?
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 which increased the conversions 1.5 times compared to Push Notifications.
Also, it decreased not only operational effort of channel management, but it also decreased analytical efforts according to flexibility of SAS VIYA and ready-to-use functionalities.
What products are you using and how are you using them?
We developed propensity models on SAS Studio and Model Manager 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 advice would you give to other new SAS users?
SAS solutions are flexible solutions that have multiple functions and contain all competencies on a single platform. Since it contains a lot of features, it is necessary to try-and-learn and read the documents and forums well. SAS Teams and the Community are 24/7 happy to help you.
Also, there are SAS training packages for each level, you can always ask for trainings from basics to deeper knowledge.
