A CRM-to-advertising integration that turned a ₺51,000 budget into ₺98.8 million in additional revenue

The problem

Bizim Toptan held a large customer database, but none of it reached the advertising side. Campaigns spoke to everyone in the same voice and budget spread across an audience that was never going to buy.

Purchase behaviour — how often, which category, what basket size — sat in the CRM, while the ad platforms only ever saw who clicked or filled in a form. Neither side knew the other existed.

The approach

1. 01

   We connected CRM data to advertising

   Customer segments (frequency, basket size, category) were fed into the ad platforms, so each segment saw the message meant for it.

2. 02

   We fed offline conversions back

   We reported the customers who came from an ad and ACTUALLY bought back to the platforms. The algorithm began optimising for buyers, not form-fillers.

3. 03

   We moved budget to what was proven

   Budget shifted to segments with measured return; unmeasurable lines were switched off. Decisions came from revenue data, not from guesswork.

4. 04

   We repeated it at global scale

   The setup was carried into 125 countries and 15 languages — each market in its own language, all on the same measurement infrastructure.

The result

A total advertising budget of ₺51,000 turned into ₺98.8 million in additional revenue — ₺1,937 back for every ₺1 spent.

The campaign was named Best in Europe at the Stevie Awards 2019. The measurement infrastructure outlived the campaign: everything that followed ran on the same data pipeline.