More Subscriptions Thanks to the Social Graph: How MegaFon Tajikistan Found a New Target Audience
25 march 2025
The promotional campaign for the MegaKids content service received twice as many responses after the operator included friends of the initial target group subscribers. The EW Marketing Platform, specifically its analytics module — the EW DataFlow — helped identify them.
By the time of the project launch, the operator had already implemented the EW Marketing Platform (MP) for customer value management. This platform includes three key components:
EW AdTarget — a campaign manager for marketing automation.
EW DataFlow — a solution for analyzing customer data and creating a 360° customer profile.
EW Event Processing System (EPS) — a trigger-based platform for real-time event processing and personalized messaging.
The CVM platform EW MP automates marketing activities, enabling flexible audience segmentation, real-time response to user actions, and highly personalized offers. As a result, campaign reach and conversion rates increase, driving higher revenues for the operator.
Discover more about the EW MP
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By the time of the project launch, the operator had already implemented the EW Marketing Platform (MP) for customer value management. This platform includes three key components:
EW AdTarget — a campaign manager for marketing automation.
EW DataFlow — a solution for analyzing customer data and creating a 360° customer profile.
EW Event Processing System (EPS) — a trigger-based platform for real-time event processing and personalized messaging.
Cross-platform CVM solutions from Eastwind have enabled us to implement numerous ideas and advertising campaigns. The user-friendly web interface has accelerated audience segmentation, testing, and the launch of various scenarios. The trigger-based platform, combined with big data analytics, has significantly improved the effectiveness and relevance of our offers. Thanks to the flexible system for integration with external platforms, we have expanded our promotion channels — from traditional SMS campaigns to personalized ad sections in mobile applications.
Konstantin Gordeev
Head of CVM at MegaFon Tajikistan
Head of CVM at MegaFon Tajikistan
Segmenting the Audience
The first step in setting up the MegaKids marketing campaign was audience segmentation. It was needed to track down parents who occasionally let their children watch cartoons on their phones.
To define the target audience, the client’s team utilized deep subscriber profiles created using the EW DataFlow. To promote the service, they selected subscribers who actively and regularly consume video content and whose monthly spending on mobile services is above average. Additionally, segmentation was based on social status and age.
As a result, the target group included those who met the following criteria:
- Social status — parents
- Age group — 22 to 40 years old
- ARPU — above average
- Downloaded data volume — consistent with active internet users
The next step after segmentation was to create triggers to launch the campaign.
To define the target audience, the client’s team utilized deep subscriber profiles created using the EW DataFlow. To promote the service, they selected subscribers who actively and regularly consume video content and whose monthly spending on mobile services is above average. Additionally, segmentation was based on social status and age.
As a result, the target group included those who met the following criteria:
- Social status — parents
- Age group — 22 to 40 years old
- ARPU — above average
- Downloaded data volume — consistent with active internet users
The next step after segmentation was to create triggers to launch the campaign.
Configuring Triggers
The amount of downloaded data over a week could have been coincidental. To ensure accurate segmentation and avoid spamming subscribers with irrelevant ads, the client set up a trigger using the EW Event Processing. It included two conditions:
1. The subscriber consumed a specific amount of data in a single session, which likely meant they were watching videos.
2. Over the next three days, the subscriber continued consuming the same amount of data per session. This confirmed that they regularly watched videos. If the condition was not met on any given day, the counter would reset.
The trigger only activated when both conditions were met.
1. The subscriber consumed a specific amount of data in a single session, which likely meant they were watching videos.
2. Over the next three days, the subscriber continued consuming the same amount of data per session. This confirmed that they regularly watched videos. If the condition was not met on any given day, the counter would reset.
The trigger only activated when both conditions were met.
Launching Trigger-Based Messaging
Once a subscriber met the required data consumption criteria, the system automatically added them to the target group and sent a DSTK push notification. Connecting to the MegaKids service was as simple as pressing "OK."
If the subscriber ignored the offer, the system sent a follow-up message in 24 hours, but this time in SMS format.
If the subscriber ignored the offer, the system sent a follow-up message in 24 hours, but this time in SMS format.
Using Social Graphs to Expand the Target Audience
The operator was satisfied with the results of the campaign’s initial phase, but the CVM team developed a hypothesis: the target audience could be broader. Parents often interact with other parents and share common interests. Based on this insight, the operator’s specialists decided to include friends of subscribers from the original target group in the campaign.
To expand the audience, they used a social graph, which maps connections between subscribers based on calls, messages, and social media contacts. This network was constructed using the EW DataFlow analytics platform.
With the expanded target group, the campaign was carried out in two stages:
1. Initial messaging to subscribers in the first target group.
2. Follow-up messaging to the friends of the subscribers who had activated the MegaKids service in the first stage.
To expand the audience, they used a social graph, which maps connections between subscribers based on calls, messages, and social media contacts. This network was constructed using the EW DataFlow analytics platform.
With the expanded target group, the campaign was carried out in two stages:
1. Initial messaging to subscribers in the first target group.
2. Follow-up messaging to the friends of the subscribers who had activated the MegaKids service in the first stage.
The EW DataFlow enables operators to quickly test hypotheses and boost sales through deep customer profiling. For example, using social graphs, it is possible to identify group behavior patterns — such as detecting subscribers planning a vacation — and offer them roaming services.
This approach allows operators to increase ARPU with minimal effort, as profiling and segmentation processes are fully automated.
The hypothesis proved correct — expanding the target audience doubled the response rate from 1% to 2%.
Artem Kirishchev
Sales Director, Eastwind
Sales Director, Eastwind
The CVM platform EW MP automates marketing activities, enabling flexible audience segmentation, real-time response to user actions, and highly personalized offers. As a result, campaign reach and conversion rates increase, driving higher revenues for the operator.
Discover more about the EW MP