BP Yayınevi is a Turkish publishing house operating two sub-brands, Sfenks Kitap and Felibus Kitap. Running their digital operations on WordPress and WooCommerce, they needed to bridge offline event data with their online systems and consolidate all customer data into a single marketing automation platform: Klaviyo. BP Yayınevi’s sites were already using DNOMIA’s Google Ads and Facebook Ads platform integrations, and the Klaviyo project expanded on this existing infrastructure.
The Challenge
In publishing, customer touchpoints are scattered across digital and physical channels:
- Book fairs and events generate the majority of potential reader data, but none of it was being captured digitally
- Printed catalogs and in-book promotions reach readers but had no measurable feedback loop
- Two sub-brands (Sfenks Kitap, Felibus Kitap) serve different audiences, yet there was no data separation
- WooCommerce order data was not integrated with Klaviyo, making purchase-based segmentation impossible
- Newsletter signups and store memberships were disconnected
Why DNOMIA?
BP Yayınevi was already using DNOMIA’s ads platform integrations (Google Ads, Facebook Ads) to track ad conversion data. Scout’s webhook-based data collection, event processing, and multi-destination support provided the flexibility to build an offline-to-online data bridge on top of the existing infrastructure.
Having book fair data flow directly into Klaviyo segments completely changed the speed of our marketing team.
The system consists of four core components:
- QR code data collection — Book fair stands, printed catalogs, and in-book pages redirect to Typeform forms. Separate forms and tracking parameters for each sub-brand
- Typeform webhook integration — DNOMIA Scout is triggered automatically on form submission. User preferences (membership, newsletter) are parsed accordingly. Users who opt into membership also see an “add product to cart and send email” sub-option
- WooCommerce membership creation — Users who opt into membership on the form get an automatic WooCommerce account created via the API. For those who also select the add-to-cart option, an email is sent containing a QR-linked coupon code and an add-to-cart link
- Klaviyo profile, segment, and event management — All user data, including source info (fair, catalog, in-book) and sub-brand tag, is sent to Klaviyo. When users click the add-to-cart link, the interaction is processed in Klaviyo as an Added to Cart event with custom properties and tracking query parameters
Order Tracking
WooCommerce order webhooks are routed through DNOMIA Scout to Klaviyo:
- Order creation, update, and completion events are forwarded in real-time
- Product-based segmentation tracks which book genres are popular in which reader segments
- Sub-brand separation ensures Sfenks Kitap and Felibus Kitap customers are managed in distinct Klaviyo segments
- Purchase history is appended to Klaviyo profiles, enabling cross-sell and retargeting automations
Results Achieved
Offline Data Collection:
- Direct digital profile creation from QR code scans at book fairs
- Measurable feedback from printed catalogs and in-book promotions
- Source tagging on every data point (fair name, catalog page number, book ISBN)
Marketing Automation:
- Single platform managing customer data across two sub-brands
- Automatic Klaviyo segment creation from Typeform submissions
- Enriched customer profiles combining order data with form data
- Source-based welcome email flows (different messaging for fair vs. catalog visitors)
Operational Efficiency:
- Manual data transfer completely eliminated
- Form, membership, and newsletter processes automated in a single webhook chain
- Data isolation between sub-brands maintained while enabling centralized management