X5 Retail Group the Product on segmentation of data for targeted advertizing

2019: Product output on segmentation of data for targeted advertizing

On November 6, 2019 X5 Retail Group announced start of service for automation of providing data segments for clients and partners. The solution which is completely developed in directorate of the Big Data X5 Retail Group allows to use the saved-up data on the history of purchases for targeted digital-advertizing. Using service clients and partners of X5 in a user-friendly interface can design independently segments of any complexity depending on the frequency of purchases of a brand in more than 1300 types of goods and some other parameters, to start advertizing campaigns on stock of Mail.ru, VKontakte, Yandex, Facebook, Instagram and GPMD. Based on the conducted campaign expanded sales-lift of the analyst on each of segments including as all campaign or separate creatives affected sales increase becomes available to customers.

Sales growth assessment through comparison of consumer activity of test groups which interacted with advertizing of a product, and a check group which did not see advertizing is the cornerstone of methodology. The analysis allows to exclude with the greatest possible accuracy influence of such factors as seasonality, promotion actions, activity of competitors, etc. The developed solution allows to receive statistically significant outputs about influence of a creative, frequency, the offer or a format of advertizing.

For November 6, 2019 large advertizing agencies already use a product.

This service for targeting from Big Data X5 is our reply to the request of the market about transparent and measurable return from advertizing investments. We are guided by analytical products and services which help our clients to optimize the processes and to provide management decisions with analytics of other level and quality, commented on start of a product Dmitry Prusov, the director of development of products of the Big Data X5 Retail Group

In the next version of a product there will be a possibility of creation of the mixed targetings (sotsdy and the history of purchases) and also formations of segments on tendency to purchase of a brand or category, and customers will be able to show advertizing of audience with the maximum probability of purchase during an advertizing campaign. The available stock will be expanded at the expense of the analysis of similar data on results video and audio-advertizing of customers in shops. In plans for 2020 – expansion of a product line and providing to the market opportunities for use of Big Data X5.