In late 2025, the Eastwind team traveled to Tashkent to deliver training for mobile operators’ CVM teams. We demonstrated how to leverage the latest campaign manager updates to increase messaging performance.
Read more about the EW AdTarget 2025 release
About our clients
Nine specialists took part in the training, including hands-on campaign managers and marketing communication leaders. The Ucell team attended on site, while MegaFon Tajikistan representatives joined the sessions online.
Ahead of the training, we identified the participants’ priority topics and customized the program to address their specific challenges. Over the six-day session, teams worked through a range of focused topics.
Target Audience Segmentation:
- how to integrate external customer data sources
- how to create segments using different criteria, such as social graph data, campaign participation history, and other parameters
Campaign Creation Tools:
- how to leverage content and offer templates to accelerate campaign setup
- how to design campaign flows
- how to align campaign projects with relevant stakeholders
Launching Test Campaigns:
- across multiple channels, including SMS, USSD, and push notifications
- with or without real-time validation
- using dynamic attributes
- for A/B testing scenarios
Reporting and Analytics:
- how to analyze performance data across various dimensions, such as events, business transactions, attributes, and KPI
- how to leverage the detailed campaign report
To reinforce the learning, we worked step by step with the participants to create B2C campaigns for the operators’ products.
EW AdTarget enables teams to track campaign performance directly within the campaign flow, eliminating the need to export detailed reports
The training program was highly intensive, delivering a significant volume of new information each day. To strengthen retention, every session began with a Q&A focused on the previous day’s material.
Customer support is a core element of Eastwind’s approach. We work closely with clients to ensure they leverage our solutions effectively and reach their strategic business goals.
Today, CVM holds a strategically critical position in business development. ARPU growth, churn reduction, stronger customer loyalty, and higher marketing ROI all depend directly on precise segmentation, effective campaign execution, and disciplined customer lifecycle management.
The deep dive into advanced tools for audience segmentation and trigger-based campaign execution proved especially valuable during the training. The program was well structured and designed with practical application in mind.
The training gave the Ucell team a fresh perspective on customer base management, highlighted new opportunities for advancing CVM, and laid the groundwork for sustainable growth in ARPU, retention rate, and NPS.
Rinat Ismailov,
Head of CVM, Ucell
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