Price Comparison in Turkey specializing in Personal Finance

Mehmet AlhasMarketing Manager

27.02.2012

Comparison Websites

- Comparison websites / price aggregators began as early as in 1995

- They started to become widely used beginning 2000s

- Google entered the market in 2002 with its own product Froogle (later Google Product Search)

- Yahoo acquired Kelkoo in 2004- Large comparison sites emerged from the US and

the UK

Major comparison sites in personal finance and travel

Internet in Turkey

• Internet penetration increased to 44% as of 2011• 71% of population go online every day• 9 out of 10 people research about brands online (world

average is 7.5 out of 10)• Internet access by mobile phones is 22%. The highest usage is

at the time of traffic to bussines or from bussines (before and after work hours)

• 9 million out of 18 million households have internet access (2010)

• 43% of internet users are female• Google is the leading search engine (99%)

Internet usage by age groups

16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 740%

10%20%30%40%50%60%70%80%90%

Turkey Male Female

European internet usage by country

Price comparison in Turkey

• Internet users getting used to price comparison• Price comparison first started with consumer

electronics• Beginning 2000s, online insurance comparison

started• Currently sites exist in verticals including

insurance, money and travel • Still at early phase, but growing rapidly

Price comparison sites in Turkey

Money TravelInsurance Products

Potential

• There are 49 banks in Turkey

• Total insurance policies grew by 30% in last 2 years

• Online insurance is still uncommon, but improving

• Travel is strong online, but there is no single strong brand for price comparison

Aggregation sites’ business model

•Cost per sale / commission is the widely used and accepted modelCPS •Banks are getting used to paying per leadCPL •Widely accepted thanks to Google, still relatively low marginsCPC •Widely usedCPM / banner

ads

Enuygun.com in numbers• The biggest price comparison site in

Turkey specialized in personal finance

• Forwards more than 100.000 personal loan leads to banks each month

• Forwards more than 5.000 mortgage leads to banks each month

• 25.000 airfare comparisons a day• Thousands of insurance leads each

month• 750.000 members• 1 mio unique visitors a month• 5.5 mio page views a month

Verticals and Channels

Money

Mortgages

Personal loans

Auto loans

Credit cards

13 ways to help customers save time and money

Data collection methods

• Some companies provide their data in XML form for us to access directly. Our preferred method, and more companies are switching to this method each monthXML feed

• Especially in the travel vertical, data is provided by third party data providers.

Data feed from companies

• In cases where we need accurate data that changes very quickly, we use screen scraping. Although this method is highly dependant on the data source’s design, with updates a couple of months this method works well.

Screen scraping

• Used especially in the money vertical, where data is updated around once or twice each month. Banks inform us about their rates via email, or we check their websites to see the updates.

Manual data collection

Business Model in Money Vertical

Strong media coverage and visibility with weekly press bulletins and financial analysis reports

Enuygun.com 2012 - Strictly Confidential

Enuygun.com finance, insurance and service provider customers

Thanks!

Mehmet AlhasMarketing ManagerEnuygun.com A.Ş.+90-216-575-0140

mehmet.alhas@enuygun.com

Thanks!

Mehmet AlhasMarketing ManagerEnuygun.com A.Ş.+90-216-575-0140

mehmet.alhas@enuygun.com