Tele2 Martech-платформа

2019: Cooperation of Tele2 with OFD Platform and First OFD for creation of the martech-platform

On September 27, 2019 Tele2 reported that it signed agreements with OFD Platform and First OFD. Cooperation includes creation of the martech-platform: it will allow to offer customers products in the field of marketing and advertizing technologies on the basis of big data of partners. Start of the closed testing of the platform is appointed to the first quarter 2020.

The parties agreed to integrate to the analyst of the telecom player and fiscal data operators in the single interface – the interactive platform on the basis of big data. Service will represent a set of interfaces – the data marts containing the aggregated depersonalized information on consumer preferences of popular commodity categories.

The platform is focused on consumers from key industries of business – from FMCG and the pharmaceutical companies to retailers and banks. This service will allow the client to segment independently audiences and to build omnichannel strategy and the personalized communications in online and offline - media channels. The platform will become for clients the convenient tool for the analysis of consumer behavior and loyalty and also development of marketing campaigns.

Within cooperation partners expect to provide to the market an interactive planning tool and measurements of efficiency of communications on the basis of data without extrapolation and assumptions.

Joint development of the martech-platform with fiscal data operators will become for Tele2 an important step in creation of a full-fledged advertizing and marketing data-ecosystem. It will allow our clients to increase efficiency of marketing investments, receiving other quality of data for business thanks to OFD. The demand of a joint product will be provided by synergy of technologies and examination. We will offer clients the special format of work with data corresponding to their course towards digital transformation of business processes told Andrey Zhigulev, the director of the venture Tele2 projects

The idea to integrate two analytical platforms arose after a number of successful marketing cases. In such requests business wants to receive the clearest picture of consumer behavior of rather specific commodity category. Use of data of OFD Platform together with data of telecom operators integrates in the analytical tool working within the legal framework and the interests of our clients concordant for use of data. Such tool will be available to producers and advertizing agencies in "single window" soon that will reduce costs and time for the analysis of promoaktivnost and loyalty to brands. It is a special format of interaction of two companies from the different industries which integrate the solutions big data for the market benefit, noted Dmitry Batyushenkov, the director of the department of development of products on the Big Data "OFD Platforms"

OFD and cellular operators within the opportunities given by the legislation integrate data for the analysis of consumer behavior and create targeted segments for advertisers. Creation of the interactive platform will allow to make this process by more effective for participants and clients. There will be additional services for different categories of users. It, undoubtedly, will increase interest in our joint product. We estimate this direction as very perspective. With obvious benefits both for suppliers of Big Data, and for advertisers, commented Egor Sergeenko, the marketing director of First OFD