Weborama will analyze audience of RBC

The analysis of behavior of Internet users will allow the Russian business media holding "RBC" to offer brands new advertizing opportunities. The French company "Veborama" which Russian division is in the lead in segmentedata-technologies became the partner of RBC in management of classroom data.

The Veborama Russia company became the first partner of RBC in data management about audience. The media holding uses the French DMP platform (Data Management Platform) Weborama Audience Manager for collecting, storage and processing of data bulks. Use of the platform gives the chance to build the mathematical models revealing the hidden patterns of behavior and preferences of users and to effectively use modern instruments of online advertizing: behavioural targetings in advertizing campaigns and the look-alike-modeling expanding audience (the goods or service are offered those whose behavior by a number of parameters is similar to the existing advertiser's clients). Such approach allows to optimize media purchases of brands.

Before acquisition of the license of RBC carried out pilot projects within which the holding estimated quality of data and efficiency of their use at start of advertizing campaigns. Besides, in own account Weborama Audience Manager "RBC" independently studied technology, having tested functionality and also loaded into a system the large volume of data for the analysis. Transferred Veboram to the partner the classroom segments (selection of users on any sign) constructed using look - alike - algorithms which result of use was an increase in conversion indicators on advertizing placements more than twice.

The Weborama Audience Manager technology is brought to the European market in 2013. Today it is provided in Europe and the countries of Latin America, such as: Great Britain, France, Italy, the Netherlands, Spain, Portugal, Mexico and others and also since 2014 in Russia. In Weborama Audience Manager there are about 80 million profiles of the Russian audience which are classified by 23 segments (travelers, motorists, young mothers, etc.) and to 200 clusters (IT, entertainments, a fashion, cars, education, medicine, etc.). Treat functionality of the platform: creation of custom segments on the basis of own data Veboram, an algorithm of modeling of audience (look-alike), CRM Onboarding (activation of audiences by e-mail or mobile phone number), data transmission to third-party platforms, etc.