Basak Akcam Trotter

The mobile operator wanted to strengthen the design of their app and increase the adoption rates. The objective of the project was to develop a digital strategy blueprint.

As part of the current state assessment, I led the team in designing and implementing a digital behavior-based segmentation model. The interaction behavior across channels was analyzed and complemented by app portfolio and experience diagnosis.

Target portfolio and experience are designed based on findings and strategic direction. Technology architecture for the ideal state design and operating model were redesigned, along with an implementation roadmap.

Customer satisfaction levels and NPS scores were very low for the real estate developer. I worked on the end-to-end customer journey and developed two new channels to improve sales and the service experience.

I re-engineered processes across the customer lifecycle, including pre-sales and sales. I also led integration efforts to achieve an omnichannel experience, introducing two new channels: A mobile app and a customer portal. I moved 20 essential customer support services to online with a focus on business collections and customer needs. Finally, I developed the MVP and product increments and led the implementation of the entire portfolio.

The project objective was to create dashboards for a central government agency. The team designed and implemented dashboards by collecting and consolidating data from different government agencies.

I led the analytics product development. I introduced the notion of data science and predictive modeling as a part of product design and development. My team implemented advanced models for community development, education, and health functions.

I developed the analytics product for the center of analytics excellence unit of a conglomerate in Turkey.

The objective was to increase the sales revenue by cross-selling and up-selling to customers of different companies and retaining customers through customer satisfaction and a customer-oriented approach. To create the desired synergy between group companies by targeted marketing campaigns and other marketing initiatives, the company needed to know its customers better.

Data from 12 group companies have been consolidated and unified—57 million customers, 10 million services, and 150 million FMCG transactions.
The team performed feature engineering and data transformations, calculating the value score based on the selected features. Macro (value and potential based) and micro (behavior and lifestyle-based) segment scores have been calculated using unsupervised techniques. Lost value was calculated based on each individuals' shopping habits, retention, and churn scores. The team also automated the model's development and deployed it to the campaign management system.

I carried the lead analytics and insights role in a 3-year digital transformation project.

I redefined retail and commercial banking operational segmentation models and implemented multiple customer analytics use cases on operational segments, including value, needs, and behavioral segmentation models. I also supported the deployment of models for campaign management efforts.

Finally, I led a large-scale team to accomplish organizational restructuring, business process re-engineering, performance management, and balanced scorecard design.

Healthcare Free Zone wanted to create, maintain, and continuously improve the regulated environment of high-quality healthcare, wellness and integrated medicine, promote the emergence of an academic learning environment, and design and offer services for the benefit of patients, professionals, operators, and investors to maximize the financial returns and shareholder value.

In line with that vision, the project had two goals:
• Ensure that the free zone operator provides an exceptional experience to healthcare providers and industry professionals to generate word of mouth.
• Ensure that healthcare providers offer an exceptional experience to patients and families with support and guidance from the free zone to generate referrals for more.