Founded in 2018, Istegelsin is a Turkish-based online supermarket - the first of its kind in the hotly developing digital-first market. Aiming to offer a ‘next-generation’ shopping experience to its consumers, Istegelsin focuses on two key approaches to define their unique selling proposition (USP) and to reach their target market.
Focusing on the notion that the supermarket experience is no longer ideal for consumers in 2020, they aim to bring supermarket items to users with ultimate convenience in mind. Their main business objective is to reach as many users as possible while maximizing user acquisition and retention in a very competitive field.
Istegelsin commissioned Unboxed, a full-stack marketing agency who specialize in large scale performance marketing across various ad platforms. They were required to use a large number of measurement and attribution models to compare and analyze data sets. Each system also required the time-consuming implementation of individual SDKs. A lot of time had also been chewed up sifting through data, switching between dashboards and scrambling to achieve accuracy and detect attribution duplication - or instances where multiple platforms were claiming attribution for an install.
The marketing team needed a solution that would allow them to take precise actions on campaigns and to make decisions in real-time. While having visibility across various platforms was still an important goal
in their day-to-day operations, they also wanted to have the ability to seamlessly check performance and compare campaigns in one place. This would empower them to optimize & allocate budgets accordingly and to understand which platforms are truly driving their most valuable users.
Istegelsin measure success based on various KPIs including, first time buyers, lifetime value (LTV), return of investment (ROI) across a large number of segments, cost per acquisition (CPA) and individual conversion rates (CVR). A dashboard that would provide them with visibility on all of these metrics across platforms was exactly what the marketing team was looking for. They wanted to save time analyzing these data points so that they could direct their efforts to creatives and better- informed strategy development.
"We are managing a lot of campaigns across a large range of platforms - this means a lot of data. What we really needed was a single dashboard that would provide full visibility on performance and KPI measurement."
Chief Marketing Officer,