{"id":751,"date":"2025-07-23T15:09:43","date_gmt":"2025-07-23T12:09:43","guid":{"rendered":"https:\/\/www.hasangultekin.com\/?p=751"},"modified":"2025-07-23T15:34:24","modified_gmt":"2025-07-23T12:34:24","slug":"journey-builder-but-custom-how-i-built-a-tailored-funnel-framework-for-a-b2c-brand","status":"publish","type":"post","link":"https:\/\/www.hasangultekin.com\/tr\/2025\/07\/23\/journey-builder-but-custom-how-i-built-a-tailored-funnel-framework-for-a-b2c-brand\/","title":{"rendered":"Journey Builder, ama \u00d6zel: Bir B2C Markas\u0131 i\u00e7in Nas\u0131l \u00d6zel Bir D\u00f6n\u00fc\u015f\u00fcm Hunisi \u00c7er\u00e7evesi Olu\u015fturdum?"},"content":{"rendered":"<p><em>\u0130zleme verilerini, arka u\u00e7 tetikleyicilerini ve ger\u00e7ek kullan\u0131c\u0131 davran\u0131\u015f\u0131n\u0131 kullanarak bir d\u00f6n\u00fc\u015f\u00fcm sistemi tasarlama<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Giri\u015f<\/h3>\n\n\n\n<p>HubSpot, Klaviyo veya Salesforce gibi ara\u00e7lardaki yolculuk olu\u015fturucular pazarlama ak\u0131\u015flar\u0131n\u0131 g\u00f6rselle\u015ftirmeyi kolayla\u015ft\u0131r\u0131r. Ancak i\u015f mant\u0131\u011f\u0131 \u00e7ok karma\u015f\u0131k hale geldi\u011finde veya platform d\u00f6n\u00fc\u015f\u00fcm huninizin n\u00fcanslar\u0131n\u0131 tam olarak destekleyemedi\u011finde ne olur?<\/p>\n\n\n\n<p>Bir B2C m\u00fc\u015fterisi ile kar\u015f\u0131la\u015ft\u0131\u011f\u0131m zorluk buydu. <strong>\u00f6zel yolculuk \u00e7er\u00e7evesi<\/strong>-Kullan\u0131c\u0131 davran\u0131\u015flar\u0131na ger\u00e7ek zamanl\u0131 olarak tepki verebilecek, arka u\u00e7 sistemlerle senkronize olabilecek ve birden fazla ara\u00e7ta farkl\u0131 eylemleri tetikleyebilecek bir ara\u00e7.<\/p>\n\n\n\n<p>Huniye uymas\u0131 i\u00e7in bir platformu b\u00fckmek yerine, s\u0131f\u0131rdan bir tane in\u015fa ettim. \u0130\u015fte nas\u0131l yap\u0131laca\u011f\u0131.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad\u0131m 1: Site Genelinde Davran\u0131\u015fsal Tetikleyicilerin Tan\u0131mlanmas\u0131<\/h3>\n\n\n\n<p>\u0130lk olarak, al\u0131c\u0131n\u0131n niyetini veya teredd\u00fct\u00fcn\u00fc g\u00f6steren temel davran\u0131\u015flar\u0131 belirledim. Bunlar \u015funlar\u0131 i\u00e7eriyordu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ayn\u0131 \u00fcr\u00fcn\u00fc birden \u00e7ok kez g\u00f6r\u00fcnt\u00fcleme<\/li>\n\n\n\n<li>SSS veya kargo bilgileri i\u00e7in 2 dakikadan fazla zaman harcamak<\/li>\n\n\n\n<li>\u00dcr\u00fcnleri sepete ekledikten sonra iade politikas\u0131n\u0131 ziyaret etme<\/li>\n\n\n\n<li>\u00dcr\u00fcn kar\u015f\u0131la\u015ft\u0131rma ara\u00e7lar\u0131 ile etkile\u015fim<\/li>\n<\/ul>\n\n\n\n<p>Google Tag Manager'\u0131 kullanarak bu mikro eylemleri izlemek i\u00e7in \u00f6zel bir dataLayer olu\u015fturdum ve bunlar\u0131 GA4 ve arka u\u00e7 CRM'deki merkezi bir olay ak\u0131\u015f\u0131na g\u00f6nderdim.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad\u0131m 2: \u00d6n U\u00e7 ve Arka U\u00e7 Aras\u0131nda Ger\u00e7ek Zamanl\u0131 Senkronizasyon<\/h3>\n\n\n\n<p>Huniyi dinamik hale getirmek i\u00e7in, \u00f6nemli kullan\u0131c\u0131 olaylar\u0131n\u0131 dinleyen arka u\u00e7 dinleyicileri (ortama ba\u011fl\u0131 olarak PHP ve Node.js ile yaz\u0131lm\u0131\u015f) kulland\u0131m.<\/p>\n\n\n\n<p>\u00d6rne\u011fin:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bir kullan\u0131c\u0131 \u00f6nceden tan\u0131mlanm\u0131\u015f bir \"y\u00fcksek niyet\" e\u015fi\u011fine ula\u015ft\u0131 \u2192 CRM'de bayrak g\u00fcncellendi<\/li>\n\n\n\n<li>Sepet terk edildi + sadakat program\u0131 \u00fcyesi \u2192 Mailchimp arac\u0131l\u0131\u011f\u0131yla tetikleyici e-posta<\/li>\n\n\n\n<li>\u00dcr\u00fcn 2+ kez yer imlerine eklendi \u2192 Mobil uygulama sistemi \u00fczerinden anl\u0131k bildirim<\/li>\n<\/ul>\n\n\n\n<p>Bu sayede <strong>\u00e7apraz kanal orkestrasyonu<\/strong>-Saatlik senkronizasyonlar\u0131 veya \u00fc\u00e7\u00fcnc\u00fc taraf s\u0131n\u0131rlamalar\u0131n\u0131 beklemeden.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad\u0131m 3: Ki\u015fiselle\u015ftirilmi\u015f Mesajla\u015fma ile \u00c7ok Ad\u0131ml\u0131 Ak\u0131\u015f<\/h3>\n\n\n\n<p>Bu sinyallere dayanarak \u00e7ok dall\u0131 bir mant\u0131k olu\u015fturduk:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Segment A: Y\u00fcksek niyet \/ D\u00fc\u015f\u00fck s\u00fcrt\u00fcnme \u2192 12 saat i\u00e7inde yumu\u015fak indirim sunun<\/li>\n\n\n\n<li>Segment B: Karars\u0131z \/ Y\u00fcksek bilgi aray\u0131\u015f\u0131 \u2192 G\u00fcvene dayal\u0131 e-posta dizisi g\u00f6nder<\/li>\n\n\n\n<li>Segment C: Al\u0131\u015fveri\u015f sepetini terk eden geri d\u00f6nen ziyaret\u00e7iler \u2192 K\u0131tl\u0131k mesaj\u0131n\u0131 tetikleyin<\/li>\n<\/ul>\n\n\n\n<p>T\u00fcm mesajlar bir i\u00e7erik matrisinden olu\u015fturuldu ve CRM bayraklar\u0131na g\u00f6re dinamik olarak ayarland\u0131.<\/p>\n\n\n\n<p>Herkese ayn\u0131 5 ad\u0131ml\u0131 yolculu\u011fu g\u00f6ndermek yerine, her kullan\u0131c\u0131 canl\u0131 davran\u0131\u015f ve ba\u011flama g\u00f6re kendi yolculu\u011funu izledi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad\u0131m 4: Raporlama Katman\u0131 ile S\u00fcrekli Geri Bildirim D\u00f6ng\u00fcs\u00fc<\/h3>\n\n\n\n<p>Her ad\u0131m\u0131 izlemek i\u00e7in \u00f6zel GA4 g\u00f6sterge tablolar\u0131 ve huni d\u00f6k\u00fcmleri uygulad\u0131k. Sadece \"g\u00f6nderilen e-postay\u0131\" veya \"t\u0131klanan e-postay\u0131\" takip etmedik - takip ettik <strong>sekans yolu<\/strong>, b\u0131rakma nedenleri ve hatta kaplama davran\u0131\u015f\u0131 (\u00f6rne\u011fin, teklifi okudular m\u0131? CTA'ya kayd\u0131rd\u0131lar m\u0131?).<\/p>\n\n\n\n<p>Bu bize mant\u0131\u011f\u0131 iyile\u015ftirmek ve ger\u00e7ek performansa dayal\u0131 olarak ak\u0131\u015flar\u0131 k\u0131saltmak veya uzatmak i\u00e7in haftal\u0131k geri bildirim sa\u011flad\u0131.<\/p>\n\n\n\n<p>\u00d6nemli bir i\u00e7g\u00f6r\u00fc: ilk kez mobil cihaz kullananlar i\u00e7in ak\u0131\u015f\u0131 k\u0131saltmak <strong>18% daha y\u00fcksek d\u00f6n\u00fc\u015f\u00fcmler<\/strong>\u00c7\u00fcnk\u00fc sab\u0131r e\u011frileri daha k\u0131sayd\u0131.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ad\u0131m 5: Gelecek Yolculuklar i\u00e7in \u00d6l\u00e7eklenebilir Yap\u0131<\/h3>\n\n\n\n<p>Tek seferlik kampanyalar olu\u015fturmak yerine, t\u00fcm mant\u0131\u011f\u0131 \u015fu \u015fekilde tasarlad\u0131m <strong>mod\u00fcler bir \u00e7er\u00e7eve<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Yeniden kullan\u0131labilir tetik noktalar\u0131<\/li>\n\n\n\n<li>Merkezi mant\u0131k katman\u0131<\/li>\n\n\n\n<li>Kanal ba\u011flay\u0131c\u0131lar\u0131 (e-posta, push, CRM, SMS)<\/li>\n<\/ul>\n\n\n\n<p>Art\u0131k m\u00fc\u015fteri, her seferinde mant\u0131\u011f\u0131 yeniden olu\u015fturmadan ak\u0131\u015flar\u0131 klonlayabilir ve ayarlayabilir. \u00d6l\u00e7eklenebilir, test edilebilir ve t\u00fcm g\u00f6rsel yolculuk olu\u015fturuculardan daha esnektir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Son D\u00fc\u015f\u00fcnceler<\/h3>\n\n\n\n<p>Kullan\u0131ma haz\u0131r yolculuk olu\u015fturucular bir\u00e7ok kullan\u0131m durumu i\u00e7in harikad\u0131r. Ancak bazen huniniz \u00e7ok benzersizdir veya teknoloji y\u0131\u011f\u0131n\u0131n\u0131z s\u00fcr\u00fckle ve b\u0131rak ara\u00e7lar\u0131na g\u00fcvenmek i\u00e7in \u00e7ok \u00f6zelle\u015ftirilmi\u015ftir.<\/p>\n\n\n\n<p>\u0130\u015fte o zaman ger\u00e7ek i\u015f mant\u0131\u011f\u0131n\u0131z\u0131 yans\u0131tan, a\u015fa\u011f\u0131dakiler \u00fczerine kurulu bir sisteme ihtiya\u00e7 duyars\u0131n\u0131z <strong>davran\u0131\u015f, altyap\u0131 ve h\u0131z<\/strong>.<\/p>\n\n\n\n<p>Platform s\u0131n\u0131rlamalar\u0131n\u0131n \u00f6tesine ge\u00e7mek ve m\u00fc\u015fterilerinize \u00f6zel bir d\u00f6n\u00fc\u015f\u00fcm \u00e7er\u00e7evesi olu\u015fturmak istiyorsan\u0131z, sohbet etmek isterim. Karma\u015f\u0131k olmak zorunda de\u011fil, sadece uyumlu olmal\u0131.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u0130zleme verilerini, arka u\u00e7 tetikleyicilerini ve ger\u00e7ek kullan\u0131c\u0131 davran\u0131\u015flar\u0131n\u0131 kullanarak bir d\u00f6n\u00fc\u015f\u00fcm sistemi tasarlama Giri\u015f HubSpot, Klaviyo veya Salesforce gibi ara\u00e7lardaki yolculuk olu\u015fturucular, pazarlama ak\u0131\u015flar\u0131n\u0131 g\u00f6rselle\u015ftirmeyi kolayla\u015ft\u0131r\u0131r. Ancak i\u015f mant\u0131\u011f\u0131 \u00e7ok karma\u015f\u0131k hale geldi\u011finde veya platform d\u00f6n\u00fc\u015f\u00fcm huninizin n\u00fcanslar\u0131n\u0131 tam olarak destekleyemedi\u011finde ne olur? Kullan\u0131c\u0131 davran\u0131\u015flar\u0131na ger\u00e7ek zamanl\u0131 olarak tepki verebilen, arka u\u00e7 sistemlerle senkronize olabilen ve birden fazla ara\u00e7ta farkl\u0131 eylemleri tetikleyebilen \u00f6zel bir yolculuk \u00e7er\u00e7evesine ihtiya\u00e7 duyan bir B2C m\u00fc\u015fterisiyle kar\u015f\u0131la\u015ft\u0131\u011f\u0131m zorluk buydu. Huniye uymas\u0131 i\u00e7in bir platformu b\u00fckmek yerine s\u0131f\u0131rdan bir platform olu\u015fturdum. \u0130\u015fte nas\u0131l yap\u0131laca\u011f\u0131. 1. Ad\u0131m: Site Genelinde Davran\u0131\u015fsal Tetikleyicileri Tan\u0131mlama \u0130lk olarak, al\u0131c\u0131n\u0131n niyetini veya teredd\u00fct\u00fcn\u00fc g\u00f6steren temel davran\u0131\u015flar\u0131 belirledim. Bunlar \u015funlar\u0131 i\u00e7eriyordu: Google Tag Manager'\u0131 kullanarak bu mikro eylemleri izlemek i\u00e7in \u00f6zel bir dataLayer olu\u015fturdum ve bunlar\u0131 GA4 ve arka u\u00e7 CRM'deki merkezi bir olay ak\u0131\u015f\u0131na g\u00f6nderdim. Ad\u0131m 2: \u00d6n U\u00e7 ve Arka U\u00e7 Aras\u0131nda Ger\u00e7ek Zamanl\u0131 Senkronizasyon Huniyi dinamik hale getirmek i\u00e7in, \u00f6nemli kullan\u0131c\u0131 olaylar\u0131n\u0131 dinleyen arka u\u00e7 dinleyicileri (ortama ba\u011fl\u0131 olarak PHP ve Node.js ile yaz\u0131lm\u0131\u015f) kulland\u0131m. \u00d6rne\u011fin: Bu, saatlik senkronizasyonlar\u0131 veya \u00fc\u00e7\u00fcnc\u00fc taraf s\u0131n\u0131rlamalar\u0131n\u0131 beklemeden kanallar aras\u0131 d\u00fczenlemeye olanak sa\u011flad\u0131. Ad\u0131m 3: [...] ile \u00c7ok Ad\u0131ml\u0131 Ak\u0131\u015f<\/p>","protected":false},"author":1,"featured_media":755,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[144,147,143,145,146],"class_list":["post-751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-behavioral-funnel-automation","tag-custom-crm-triggered-flows","tag-custom-marketing-journey-builder","tag-event-based-customer-journey","tag-ga4-journey-tracking"],"_links":{"self":[{"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/posts\/751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/comments?post=751"}],"version-history":[{"count":1,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/posts\/751\/revisions"}],"predecessor-version":[{"id":752,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/posts\/751\/revisions\/752"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/media\/755"}],"wp:attachment":[{"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/media?parent=751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/categories?post=751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hasangultekin.com\/tr\/wp-json\/wp\/v2\/tags?post=751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}