Challange & Selection 

 I ’m a Senior Brand Manager at leading telecommunication company in Turkey . I will explain   our company ’s e - commerce platform with storytelling method . 

 As a leading telecommunication company that ’s always worked to bring the innovations of   mobile communications to Turkey , PopEi has long prioritised investment in innovative   marketing tactics . Recently a new challenge emerged : PopEi wanted to use the latest   digital tools to identify customers who were close to churn and then find ways to regain their   loyalty . 

 The primary aim was to improve marketing campaigns . PopEi could n’t identify the intent   of those searching ‘ change GSM service provider ’ to understand if they were an existing   customer looking for a new provider or someone looking to switch to PopEi from a   competitor . 

 Application 

 To solve this problem , hype set up a custom data integration that linked together internal   CRM data , Google Analytics and AdWords . These tools and the integration between them   enabled the team to distinguish PopEi customers from their rivals ’ . After storing data such   as roaming plan type or PopEi loyalty membership status in Google Analytics , they used   this data to create new audience segments , then identified those who were seeking services   from competitors and used AdWords to target each audience segment with tailored offers . 

 Insight & Approach 

 The approach meant that PopEi could not only distinguish between those who were   already customers and those who were not , but could also target consumers who were   closest to converting with customised messaging . The results far surpassed expectations .   PopEi was able to decrease cost per acquisition by 78 % , cut cost per click by 61 % and   increase conversions by 36 % . We knew the integration would increase the campaign   performance , but we were surprised by the significance of the improvement .      It ’s no longer a matter of whether we have enough data anymore ; data is available in many   different platforms . Now it ’s a matter of how we can make these platforms talk to each   other . This is what we achieved with Google Analytics – creating custom remarketing   audiences and using them in AdWords . With conversions doubled and costs reduced by 78 % ,   we ’re continuously looking for ways to achieve even more . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challange & Selection 

 I ’m a Senior Brand Manager at leading telecommunication company in Turkey . I will explain   our company ’s e - commerce platform with storytelling method . 

 As a leading telecommunication company that ’s always worked to bring the innovations of   mobile communications to Turkey , PopEi has long prioritised investment in innovative   marketing tactics . Recently a new challenge emerged : PopEi wanted to use the latest   digital tools to identify customers who were close to churn and then find ways to regain their   loyalty . 

 The primary aim was to improve marketing campaigns . PopEi could n’t identify the intent   of those searching ‘ change GSM service provider ’ to understand if they were an existing   customer looking for a new provider or someone looking to switch to PopEi from a   competitor . 

 Application 

 To solve this problem , hype set up a custom data integration that linked together internal   CRM data , Google Analytics and AdWords . These tools and the integration between them   enabled the team to distinguish PopEi customers from their rivals ’ . After storing data such   as roaming plan type or PopEi loyalty membership status in Google Analytics , they used   this data to create new audience segments , then identified those who were seeking services   from competitors and used AdWords to target each audience segment with tailored offers . 

 Insight & Approach 

 The approach meant that PopEi could not only distinguish between those who were   already customers and those who were not , but could also target consumers who were   closest to converting with customised messaging . The results far surpassed expectations .   PopEi was able to decrease cost per acquisition by 78 % , cut cost per click by 61 % and   increase conversions by 36 % . We knew the integration would increase the campaign   performance , but we were surprised by the significance of the improvement .      It ’s no longer a matter of whether we have enough data anymore ; data is available in many   different platforms . Now it ’s a matter of how we can make these platforms talk to each   other . This is what we achieved with Google Analytics – creating custom remarketing   audiences and using them in AdWords . With conversions doubled and costs reduced by 78 % ,   we ’re continuously looking for ways to achieve even more .
### Output: 