From July 13 to 17, the Eastwind team held a training program for Kcell employees focused primarily on EW Marketing Platform, a CVM solution. Kcell uses the platform’s EW AdTarget campaign manager along with ML models developed and supported by the Eastwind team specifically for the operator.
A CVM solution that enables personalized campaigns and seamless omnichannel engagement with subscribers
The training program was designed in advance based on Kcell’s needs and requirements. Six specialists from various departments participated in the sessions, including experts responsible for channel development and campaign launches, VAS platform development, additional service operations, and big data management. Participants actively asked questions throughout the training, and every question received an answer.
Since each team has different responsibilities, the program was divided into two dedicated tracks:
- The technical track was held at the Eastwind office. Participants explored the EW AdTarget campaign manager architecture, as well as EW Navigator and EW SMS Center capabilities, including configuration management, logs, and integrations with external systems. Most of the sessions focused on real-life examples from Kcell’s operations.
- The business track took place at the Novotel hotel conference hall. The session started with an overview of EW Marketing Platform, followed by a deep dive into ML models for subscriber base segmentation. The teams also shared expertise and best practices, including batch and real-time data analysis scenarios and approaches to advertising campaign optimization. A full day was dedicated to the EW AdConnect B2B advertising platform and its capabilities.
One day brought both groups together. We discussed the role of data processing in EW Marketing Platform and explored the platform’s future development opportunities with the operator’s team.
7.3% Revenue Growth Powered by ML Models
Eastwind built and launched five ML models for Kcell, enabling more precise targeting and deeper personalization of subscriber interactions.
The Kcell team gave positive feedback on the training. Participants highlighted that they now have a better understanding of how EW Marketing Platform operates overall and received answers to all their questions. This knowledge will help them handle CVM-related tasks more efficiently.
