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Case studies

Major projects, startup tracking and other case studies. I name clients with their consent; other projects are described without names: the task, what I did and the outcome.

Major projects

15,000+new customers in a year

Tumar instalment card, Bakai Bank

Fintech · Kyrgyzstan · Google Ads · Meta Ads

Task

Build a digital channel for the Tumar instalment card that brings in new customers every month, not in one-off spikes.

What I did

  • Built the Google Ads account structure via Google Ads Editor
  • Launched Meta lead campaigns with monthly cost-per-result reporting
  • Integrated the Facebook SDK into the bank's app and linked AppsFlyer with Google Ads

Outcome

Over 15,000 new customers in a year. Digital acquisition became a steady growth engine for the card: ads, app and reporting work as one system.

×3lower acquisition cost

Globbing Kazakhstan

Digital marketing · Acquisition funnel

Task

Build digital marketing and an acquisition funnel that brings in customers at a clear and falling cost.

What I did

  • Built the acquisition funnel from ad to customer
  • Optimised channels by cost per acquisition

Outcome

Customer acquisition cost cut threefold.

CACbuilt from scratch and optimised

BI GROUP and Geometry

Real estate · Meta · Unit economics

Task

Build digital acquisition and a funnel from scratch, before anyone was measuring the cost of a customer.

What I did

  • Built the digital acquisition funnel
  • Set up CAC calculation from scratch and made it a working metric
  • Optimised acquisition by CAC

Outcome

The project now has a measurable cost per customer, and advertising is optimised for it rather than for clicks and reach.

316%ROMI

SAGI

Performance marketing · Payback

Task

Cut acquisition cost and make marketing an investment that pays back.

What I did

  • Rebuilt acquisition around payback: optimising for cost per customer and return on spend

Outcome

Acquisition cost cut threefold, ROMI 316%.

Startup tracking

×1.6revenue growth

Youtrade

Tracking · Operations

What changed

  • Revenue grew 1.6×
  • Streamlined operational processes
  • Helped the founder step away from day-to-day operations

3first contracts in Kazakhstan

InnMedia

Tracking · Market entry

What changed

  • Helped enter the Kazakhstan market
  • First 3 contracts signed
  • Refined the product packaging for the local market

30%of revenue from an under-used channel

Online education project

Tracking · Market strategy

What changed

  • Sales analysis showed international revenue came from the Russian-speaking diaspora, not foreign-language markets
  • Priority shifted from the US to Uzbekistan and Turkey
  • Under-used channel found: the affiliate programme already drove about 30% of revenue

Other case studies

Business forum, Astana: paid social and funnel analytics

Events · Meta Ads · amoCRM

Task

Sell tickets to a business forum via Meta Ads and see what happens to leads after the click.

What I did

  • Weekly amoCRM funnel review: stages, channels, sales rep performance, qualified-lead share
  • Audit of sales reps' WhatsApp conversations: 4 recurring failure types found, leading to a chatbot rollout
  • Meta Ads and CRM data merged into one reporting view

Outcome

Launch results: 1,089 form and website leads plus 544 WhatsApp conversations, 234% ROAS. The format was scaled to launches in Shymkent and Almaty.

Investment mobile app, Kazakhstan: zero installs in Meta

Fintech · Mobile attribution · AppsFlyer

Task

Meta Ads Manager reported 0 installs on roughly $200 spend, while AppsFlyer attributed 34 Android installs to Facebook. The algorithm was optimising blind.

What I did

  • Traced the chain from SDK to Events Manager: which events arrived, which stopped and when
  • Found the root cause: AppsFlyer postbacks were going to a non-existent Meta App ID
  • Fixed the integration, reconnected cost sync, set the rule: installs are counted in AppsFlyer, not in ad dashboards

Outcome

Discrepancy resolved; reporting for several product lines consolidated into plan-vs-actual against the media plan.

Fire-retardant coatings manufacturer: B2B strategy

B2B · Manufacturing · Strategy

Task

Position a Kazakhstan manufacturer in a market led by an imported brand.

What I did

  • Positioning: local full-cycle producer — material, application and expert support, no import delays
  • Geography: industrial and oil & gas regions plus search in Almaty and Astana
  • 5 buyer personas; channels: Google and Yandex search, 2GIS, Instagram, ABM and tenders
  • Deliberate constraint: the product is certified for the standard fire curve, so oil & gas process facilities were excluded from targeting to avoid paying for unqualified leads

Outcome

Strategy, media plan and content plan handed over for execution.

Psychology master's programme: end-to-end attribution

Education · CRM · Automation

Task

Identify which ads bring students when leads arrive via WhatsApp and lose their source.

What I did

  • Lead-to-ad attribution by matching the first WhatsApp message
  • amoCRM and Bitrix24 exports automated via API and Google Apps Script
  • Video ad scripts for different applicant motivations

Outcome

Lead source is visible in the CRM; Meta Ads reporting is tied to enrolments.