Diagnosis Marketing and Communication

What Diagnosis Marketing and Communication does

Diagnosis Marketing and Communication (legal name Tanı Pazarlama ve İletişim Hizmetleri A.Ş.) is a Turkey-based B2B enterprise CRM and loyalty solutions provider operating as a wholly-owned subsidiary of Koç Holding, one of Turkey's largest conglomerates. Founded in 2003 and headquartered in Üsküdar, Istanbul, the company operates a multi-product platform ecosystem targeting large enterprise clients across more than 20 industry sectors, including automotive (Tofaş, Türk Traktör), retail (Vakko, Rossmann, Media Mark TR, Koçtaş, Yatsan), electronics (Arçelik), energy (Aygaz, Opet), travel (Setur), infrastructure (Avrasya Tüneli), hospitality (Divan), and conglomerate (Koç Ailem). Its product portfolio includes Chippin (a mobile coalition loyalty application), Paro (a long-term loyalty program), Joyalty (an omnichannel loyalty and campaign management platform), Dataccord (a permission-based database with IYS regulatory integration), Locum (an AI-based analytics and recommendation engine), and Gear Up (data-derived experience/product solutions). The company leverages 22 years of accumulated customer data — described as one of Turkey's largest databases — to deliver campaign execution across 150+ scenarios, with AI-powered predictive analytics and recommendation systems embedded in the loyalty workflow. The business model is enterprise B2B with subscription/recurring service revenue, sold via direct field sales to corporate clients, with pricing not publicly disclosed. The company has no disclosed outside funding, generates no disclosed revenue figures, and operates exclusively in the Turkish market.

Name

Diagnosis Marketing and Communication

Legal name

Tanı Pazarlama ve İletişim Hizmetleri A.Ş.

Website

https://tani.com.tr

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Diagnosis Marketing and Communication (Tanı Pazarlama ve İletişim Hizmetleri A.Ş.) is a Koç Holding-owned B2B enterprise CRM and loyalty solutions provider in Turkey, offering AI-powered omnichannel loyalty platforms (Chippin, Paro, Joyalty, Dataccord, Locum) to large enterprise clients across 20+ sectors.

Ownership category

akta.pro rank

Product category

Customer Loyalty & CRM Software

NAICS

Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro industry

PRIMARYBPAFAFAH

Loyalty, Rewards & Retention Platforms

Business & Public Services/Marketing, Advertising & PR Services/Marketing Technology & CRM Services

SECONDARYBPAFAFAI

Customer Engagement & Messaging (Email, SMS, Push, In-App)

Business & Public Services/Marketing, Advertising & PR Services/Marketing Technology & CRM Services

SECONDARYHDAEAFAJ

CRM Data Quality, Enrichment & CDP-Adjacent CRM

Hardware, Technology & Telecom/Enterprise Platforms & Databases/Customer Relationship Management (CRM) Platforms

SECONDARYHDAAAGAJ

B2B SaaS & Enterprise Personalization (CRM, Sales, Support)

Hardware, Technology & Telecom/Artificial Intelligence & Machine Learning/Recommender Systems & Personalization

Keywords

• Loyalty program services
• Enterprise CRM solutions
• Omnichannel campaign management
• AI customer analytics
• Coalition loyalty platforms

Headquarters

HQ city

Üsküdar

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. CRM and Loyalty Services: Provides enterprise CRM services, loyalty program design and management, and campaign execution for corporate clients across multiple industries

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Diagnosis Marketing and Communication provides B2B enterprise loyalty program design, CRM services, and omnichannel campaign management through proprietary platforms including Chippin (mobile coalition loyalty), Joyalty (campaign management), Paro (long-term loyalty), Dataccord (permission-based data management), Locum (AI analytics), and Gear Up (data-derived solutions). The company serves large corporate brands in Turkey with AI-powered analytics and one of Turkey's largest customer databases.

Product overview

Diagnosis Marketing and Communication (Tanı Pazarlama ve İletişim Hizmetleri A.Ş), a Koç Holding company with 22 years of experience, operates a multi-product loyalty and CRM platform ecosystem. The core offering centers on Chippin, a mobile loyalty application and coalition program, supplemented by the Paro loyalty program brand and the Joyalty omnichannel campaign management platform. Supporting products include Dataccord for permission-based database management with IYS integration, and Locum for AI-powered capabilities. The company has designed custom loyalty programs for over 20 brands across different sectors and implemented 150+ campaign scenarios, leveraging AI-based analytics to differentiate in the CRM space.

Differentiator

Problem solved

Functional benefit

Brands

• Chippin: Mobile coalition loyalty program application enabling consumers to earn and redeem rewards across multiple partner brands
• Paro
• Joyalty
• Dataccord
• Locum

Products and services

• Chippin Mobile coalition loyalty application and omnichannel loyalty campaign platform that allows brands to run coalition loyalty programs, manage customer rewards, and engage consumers across channels. Awarded Best Mobile Application at Stevie Sales & Customer Service Awards 2020 and recognized as Consumer's Favorite App by Ketchup Loyalty Marketing research.
• Paro Long-term loyalty program brand offering comprehensive customer retention solutions for enterprise clients. Won 1st place in the Best Long-Term Loyalty Program category at the 2015 Loyalty Awards.
• Joyalty Omnichannel loyalty and campaign management platform that enables brands to centrally manage multi-channel customer engagement, promotional campaigns, and loyalty program operations.
• Dataccord Permission-based database management platform integrated with İYS (İleti Yönetim Sistemi) that allows brands to manage and expand consented customer data centrally while remaining compliant with Turkish communication regulations.
• Locum AI-based intelligent system that delivers advanced analytical modeling, predictive insights, and campaign optimization and recommendations for enterprise clients. Recognized with the Best AI Usage award at Martech Awards 2021.
• Gear Up Data-derived experience/service/product solution that uses customer data analytics to design and deliver new experiences, services, or products for enterprise clients. Won Success Award in the Experience/Service/Product Derived from Data category at Felis 2021.

Quantifiable outcome

• World #1 in data quality among 5,000 companies (Informatica 2013)
• +2 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Yotpo: Loyalty, reviews, and SMS marketing platform. Comparable on loyalty engine and consumer engagement layers that overlap with Tanı's Chippin and Joyalty offerings.
• Smile.io: Loyalty/rewards platform for retail and DTC brands. Comparable on coalition- and tier-based loyalty mechanics overlapping with Chippin, though Smile.io targets mid-market rather than Turkish enterprise.

Direct peers

• Antavo: Global SaaS loyalty cloud platform for enterprise brands. Directly comparable as an enterprise loyalty technology vendor competing for the same brand-side budgets Tanı serves with Joyalty and Paro.
• Brierley+Partners: Loyalty agency operating loyalty programs for global brands. Comparable as a competitor in the loyalty program design and CRM services category Tanı addresses.
• Kobie Marketing: Loyalty and customer engagement agency running enterprise loyalty programs end-to-end. Comparable on managed loyalty program design, CRM, and coalition programs overlapping Chippin/Paro.

Broad incumbents

• Capgemini Invent (Loyalty practice): Global consultancy with loyalty and CRM transformation services. Comparable on enterprise loyalty strategy/implementation work that Tanı delivers, though much broader scope.
• Salesforce Loyalty Management: Loyalty Cloud module within the Salesforce CRM platform. Comparable as a competitor for enterprise CRM/loyalty budgets and a threat to Joyalty's positioning with large Turkish brands.
• Comarch: Large European IT vendor with a dedicated loyalty management product line. Comparable on enterprise loyalty/CRM implementation capability, though Comarch operates across many verticals beyond marketing.
• Epsilon (Publicis): Large marketing/CRM services and data provider with loyalty capabilities. Comparable on enterprise CRM, data-driven campaign execution, and IYS-style first-party data infrastructure.

Regional players

• ICUBE Loyalty: Loyalty technology vendor active in MENA with regional coalition programs. Comparable as a regional loyalty platform competitor, particularly relevant for Turkish enterprises expanding into MENA markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ChippinApp
• YouTubeyoutube.com/@chippinapp
• Facebookfacebook.com/chippinapp
• LinkedInlinkedin.com/company/tan-pazarlama-ve-ileti-im-hizmetleri-a-
• Instagraminstagram.com/chippinapp
• TikToktiktok.com/@chippinapp

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diagnosis Marketing and Communication