Galataport Istanbul: A Data-Driven Solution and Digital Transformation Story

Galataport Istanbul, located at the iconic Bosphorus with its blend of historical charm and modern architecture, stands as a pioneering global cruise port. Spanning 1.2 kilometers of waterfront, Galataport Istanbul is one of the city's most coveted locations. It differentiates itself not only through its architectural features but also through its approach to digitalization and data-driven decision-making.

In a project aimed at personalizing customer experience, enhancing operational efficiency, and integrating various data sources into a modern architecture, Doğuş Teknoloji utilized Google Cloud Platform (GCP) infrastructure to centralize and optimize diverse data sources gathered from Galataport's business units. By restructuring the incoming data, which came in various formats and methods, on BigQuery, data standardization and enrichment were made possible. This infrastructure provided a scalable architecture that accelerated data processing. The segment creation process, which previously took longer, is now completed much more quickly, and reporting processes have been brought closer to real-time data. Some data is updated instantaneously, some every 10 minutes, and some on an hourly basis.

Real-time data analysis and visualization became one of the most important aspects of the project. Dashboards created on Google Data Studio provided end-to-end visibility to Galataport's marketing, operations, and business teams, speeding up decision-making processes. Automatic data transfer through APIs minimized manual errors and accelerated marketing initiatives. The data-driven approach transformed marketing strategies and increased the speed and accuracy of segmentation processes. The collection of data on a single platform enabled teams to take faster action. Ahmet Soylu, Consumer Experience and Data Analytics Assistant at Galataport Istanbul, emphasized the importance of this transformation by stating, "Consolidating segmentation data from multiple sources into one environment and having real-time access to this data has helped us better understand our target audience and make better decisions in our marketing processes."

This new segmentation model provided several benefits for customer-focused marketing activities. Frequent visitors to Galataport were identified, allowing for targeted promotions of services like the Ferry Shuttle and parking campaigns. Additionally, customers visiting Galataport were sent informational messages about the Galataport Concert on October 29th.

In terms of customer experience, real-time data processing allowed for swift action, while the integrated security layers of Google Cloud ensured privacy and regulatory compliance. Big data analytics and machine learning enabled a better understanding of the target audience and facilitated more effective decision-making in marketing processes. Through Doğuş Teknoloji’s innovative solutions and data-driven approach, Galataport Istanbul’s digital transformation has provided increased efficiency in operational processes, enhanced customer satisfaction, and a sustainable competitive edge. This project stands as a powerful example of how the strategic use of cloud infrastructure can transform business processes.