Telecom · Adobe Analytics, Adobe Target, Adobe Audience Manager

Airtel: 100% Growth in Online Conversions, 9x Less Fraud

With millions of daily digital touchpoints, Airtel lacked the funnel visibility to grow online acquisition — and payment-flow fraud was compounding the cost of every blind spot.

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100%

growth in overall online conversions

reduction in fraud cases

lift on existing-customer payment journeys

The Challenge

At Airtel's scale, small percentages are enormous absolute numbers: a fraction of a percent of funnel leakage or payment fraud translates into crores. The telco needed product-grade analytics across web and app, the ability to act on those insights in real time, and a way to spot fraud patterns hiding inside millions of legitimate transactions.

The Solution

We deployed the Adobe stack as one system rather than separate tools: Analytics with Workspace for funnel and cohort depth, Target for experience optimization, Audience Manager for segment activation, and everything migrated onto Adobe Launch for faster, cleaner tag delivery. Offline lead data was joined to digital behavior for a complete acquisition picture — and automated lifecycle journeys went after the specific leaks: financing-approval gaps, checkout abandonment, app uninstalls. The same analytical depth that exposed funnel drop-offs also surfaced the anomalous patterns that flagged fraud.

The Results

Overall online conversions doubled. Payment journeys for existing customers converted 8% better, and fraud cases fell 9x as anomaly patterns became visible and actionable. The unified stack now serves as Airtel's daily operating view of its digital funnels, not a reporting afterthought.

Adobe Analytics
Adobe Target
Adobe Audience Manager
Adobe Launch
Analysis Workspace

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