Kazakhtelecom: Optimizing Acquisition to Live Connections
An address-qualified telecom funnel that excluded unavailable service requests and measured completed connections.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
An internet application had no commercial value when service was unavailable at the address. The funnel needed to filter technical availability before acquisition was counted.
Solution
- Made address-level technical availability the first step of the funnel.
- Displayed only plans that could actually be connected at the verified address.
- Separated search by city and product, with retargeting for eligible users who did not complete the order.
- Returned completed connection events to campaign analytics.
Results
- 4,800 modeled eligible applications
- 40.6% modeled application-to-connection rate
- KZT 8,205 modeled cost per connection
Key insight
Cost per live connection can be compared with ARPU and payback; form CPL cannot.