Eastwind Implements Campaign Manager at Gazprombank Mobile
31 march 2025
A telecom operator has automated subscriber communications and accelerated daily marketing tasks using Eastwind's CVM solution.
About the customer
Gazprombank Mobile is a mobile operator launched by Gazprombank in 2021. The company is actively developing its subscriber loyalty program and was a winner at the Loyalty Awards Russia 2023.
Gazprombank Mobile was looking for a solution to quickly launch marketing campaigns. Prior to the project, subscriber communications were handled semi-manually—the operator would generate audience segments based on big data analysis, then send messages through different systems depending on the chosen channel. To streamline these processes, the operator decided to automate the creation and launch of marketing communications within a single campaign manager.
The operator based its choice on the following criteria:
- Proven experience in deploying CVM platforms for telecom companies both in Russia and abroad
- A ready-to-use product with all the required functionality
- The ability to integrate with external data analytics systems and the operator’s key communication channels: SMS, email, and mobile app
Eastwind met all three requirements, and in January 2024, we began implementing the EW AdTarget campaign manager for Gazprombank Mobile.
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About the customer
Gazprombank Mobile is a mobile operator launched by Gazprombank in 2021. The company is actively developing its subscriber loyalty program and was a winner at the Loyalty Awards Russia 2023.
Operator’s Goals
Gazprombank Mobile was looking for a solution to quickly launch marketing campaigns. Prior to the project, subscriber communications were handled semi-manually—the operator would generate audience segments based on big data analysis, then send messages through different systems depending on the chosen channel. To streamline these processes, the operator decided to automate the creation and launch of marketing communications within a single campaign manager.
The operator based its choice on the following criteria:
- Proven experience in deploying CVM platforms for telecom companies both in Russia and abroad
- A ready-to-use product with all the required functionality
- The ability to integrate with external data analytics systems and the operator’s key communication channels: SMS, email, and mobile app
Eastwind met all three requirements, and in January 2024, we began implementing the EW AdTarget campaign manager for Gazprombank Mobile.
“We chose Eastwind because they have extensive experience in deploying CVM platforms for telecom operators both in Russia and internationally. This was critically important to us, as we were looking for a partner who not only understands the specifics of our industry but also has a proven track record of successfully implementing similar solutions.”
— Andrey Veselov, Managing Director for Product Development, Gazprombank Mobile
Campaign Manager as Part of the EW MMP
EW AdTarget is one of the three core components of the EW Mobile Marketing Platform (MMP). It’s a modular CVM solution designed to automate marketing processes and enhance the efficiency of customer communications. The platform includes:
- EW DataFlow – a tool for analyzing customer data and building predictive ML models
- EW Event Processing – a trigger-based platform for tracking and capturing events generated by subscribers in real time
- EW DataFlow – a tool for analyzing customer data and building predictive ML models
- EW Event Processing – a trigger-based platform for tracking and capturing events generated by subscribers in real time
- EW AdTarget – a campaign manager for automating the launch of targeted marketing campaigns
Learn more about the EW Mobile Marketing Platform
All components of the EW Marketing Platform can be deployed independently, depending on specific business needs. In the case of Gazprombank Mobile, the company already had its own data analytics system and did not require advanced real-time event processing. As a result, we implemented only the campaign manager while keeping the option open for future scaling.
Learn more about the EW Mobile Marketing Platform
All components of the EW Marketing Platform can be deployed independently, depending on specific business needs. In the case of Gazprombank Mobile, the company already had its own data analytics system and did not require advanced real-time event processing. As a result, we implemented only the campaign manager while keeping the option open for future scaling.
Project Highlights
Integration with Internal Systems
We integrated the campaign manager with the client’s SMS center via their own API, internal mail server, message bus, and the Gazprombank Mobile app. Additionally, we connected it to the operator’s external big data analytics platform, enabling the creation of detailed subscriber profiles within the campaign manager.
Building a Use Case with Lead Capture on the Website
In addition to the main communication channels, we enabled the collection of events from the client’s website and their integration into EW AdTarget for further customer engagement. For example, a customer may start ordering a SIM card on the operator’s website and enter their email address. However, for some reason they don’t complete the purchase. In this case, the website records the exact stage where the customer dropped off and sends this data to the campaign manager. Marketers can then segment these users and send them targeted follow-up messages.
We integrated the campaign manager with the client’s SMS center via their own API, internal mail server, message bus, and the Gazprombank Mobile app. Additionally, we connected it to the operator’s external big data analytics platform, enabling the creation of detailed subscriber profiles within the campaign manager.
Building a Use Case with Lead Capture on the Website
In addition to the main communication channels, we enabled the collection of events from the client’s website and their integration into EW AdTarget for further customer engagement. For example, a customer may start ordering a SIM card on the operator’s website and enter their email address. However, for some reason they don’t complete the purchase. In this case, the website records the exact stage where the customer dropped off and sends this data to the campaign manager. Marketers can then segment these users and send them targeted follow-up messages.
“Eastwind stood out among other vendors because they offered a comprehensive solution that fully met our requirements. Other companies provided only partial solutions or required significant functional enhancements. Eastwind's product already had all the necessary features for automating our marketing communications.”
— Andrey Veselov, Managing Director for Product Development, Gazprombank Mobile
Project Development
EW AdTarget now fully meets the operator’s needs. The product brings all communication management processes into a single interface enabling flexible audience segmentation, creation of detailed subscriber profiles, and launch of more targeted marketing campaigns than ever before.
Eastwind continues to support the operator and provides training to its team on leveraging the full potential of the campaign manager. We also regularly collect feedback from Gazprombank Mobile regarding the platform, incorporating it into future improvements.
Request a free demo of EW AdTarget
Eastwind continues to support the operator and provides training to its team on leveraging the full potential of the campaign manager. We also regularly collect feedback from Gazprombank Mobile regarding the platform, incorporating it into future improvements.
Request a free demo of EW AdTarget