Tani is a subsidiary of the Koç Group, listed in Fortune 500 with revenues of $41.5 billion and more than 85,546 employees. One of the main loyalty marketing programs operated by Tani is ‘Paro’. Paro is a multi-company, multi-sector loyalty marketing program, comprising 22 companies in 10 different market sectors.

“Informatica adds value to our database marketing results. With data quality and unification solutions, customer identification and segmentation are more accurate. This leads to more effective campaign management and target list selection.”

— Tolga Evren, Data Technologies Manager, Tani Pazarlama


Business Need

Increase effectiveness of loyalty programs, based on trusted data.

Lower the cost of managing consumer data.

Improve ability of partner companies to cross-and up-sell.



Diverse data sources with different data structures makes it hard to maintain accurate and consistent data for use in loyalty card program or marketing activity.

Customer data contained duplicate names and addresses, errors, or omissions.


Solutions & Results

Accelerated reporting: used to take 20 days to prepare data quality reports on 10 companies; now all 22 companies receive reports daily.

Created a single, accurate view of 60 million customers.

Reduced the gap between the business and IT.

Increased database marketing productivity.

Improved accuracy and effectiveness of campaign management and target list selection.

Enabled partner companies to more effectively cross-sell.


Products & Services

Informatica Data Quality

Transforms the way your business works by instilling trust in data at all times.

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