Post Bank will trace clients using Mail.ru technologies

On March 16, 2018 Post Bank signed the agreement with Mail.ru on rendering information services within which the customer will obtain data on the interests of the clients^[1]. The cost of the agreement is 57.8 million rubles.

Post Bank uses artificial intelligence of Mail.ru

The essence of the agreement consists in the following. The bank transfers to Mail.ru personal data of the client: ID number, mobile phone number, floor, date of birth, full name, e-mail address. Mail.ru using own service on a daily basis carries out calculation of information triggers - the analytical signs calculated by the mathematical model developed using methods of machine learning. The trigger can be used by bank for prediction of possible interest of the client in the goods included in one of three subjects: "real estate", "cars" or "other interests".

Triggers are transferred every day to bank and is loaded into its CRM system. After that they can be used for formation of offers to clients and communication with them. Efficiency evaluation of data retrieveds is as required carried out.

For the clients interested in the real estate, the bank will pay from 15 to 20 rubles excluding VAT. Information on interests from category "cars" will be estimated at 7-10 rub for one client. In case of "other interests", the bank will pay from 4 to 5 rub for the client. Exact cost will depend on the number of clients on whom information from the corresponding category is provided.

According to terms of the contract, data exchange of clients on monitoring, deactivations, receiving information triggers should be made for setting using the protected information exchange and enciphering.

The bank receives analytical sign from "Мэйл.ру" (number in the range from 0 to 1) which characterizes the probability of interest of the client in goods of certain categories. We transfer these data only with the consent of clients, in return and from partners of bank providing requirements of the legislation for protection and a personal data storage of clients. All clients who express disagreement using personal data are excluded from information exchange with the partner, - told TAdviser in the press service of Post Bank.

The agreement is signed with Mail.ru till February 29, 2020.

In September, 2016 Mail.ru Group submitted the trigger platform for increase in efficiency of situational advertizing. Service was started for category "pharmaceutics". It collects the depersonalized data on activity of users and on the basis of the developed algorithms makes the decision on a possibility of demonstration of the advertizing message on the Mail.ru Group projects.

Originally the platform worked with the trigger on flu and a SARS, and in February, 2017 the trigger on an allergy using which clients of Mail.ru Group can enhance advertizing activity in the period of the greatest risk for allergic persons was provided and by that to stimulate growth in sales of medicines and joint products and services.

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