SberMarket Open Data Resource with aggregated data on customer behavior

2022: Launch of the Open Data resource

On August 25, 2022 advertizing , the platform SberMarket launched the Open Data resource, where it presented in a generalized form data about user behavior within product categories. information Anyone can get acquainted with it, including researchers, sociologists and data journalists, but it will SberMarket be especially useful for the brands and manufacturers with whom it works.

The depth of the data allows you to analyze the behavior of customers in the product categories of SberMarket, while the information can be filtered taking into account the delivery region and demographic characteristics of users, including six age groups. So, on Open Data you can find out about the most popular product categories for a particular segment of the audience, the most frequent search queries in a certain category, the average number of products in the cart, the frequency of purchases in each segment of buyers and the most popular products.

The data will help brands build communications with users on the SberMarket platform and conduct the most effective advertising campaigns. For example, take into account how this or that audience is looking for goods on the site, and use the necessary channels when promoting products. Also recently, the advertising platform began selling banner advertising (Click out) on its platforms to third-party advertisers, so with the help of Open Data, potential advertisers will be able to look at analytics and understand whether the SberMarket audience is suitable for them.

All information is posted on one page in dashboard format and is also available from mobile devices. The user needs to select a commodity category and, optionally, set a filter by gender and age of users. The system displays the average data for the selected commodity category, the number of items in the check, the number of orders per month from one customer, and the discount amount. The same information can be seen separately for each region by selecting the desired city on the map.

In addition to the deep analytics presented at Open Data, brands and manufacturers can get even more data using an advertising platform. For more than two years, it has been helping suppliers from dozens of Russian cities to promote goods in the delivery service. Over the past month, the tools of the advertising platform have been enriched with additional opportunities. Among them are the use of trigger chains as a complex tool, including in sampling, analysis of search queries, promotion through recipes. It also became possible to conduct Customer Journey Map research and calculate the brand's potential on the site. Mechanics allow you to attract users at different stages of the sales funnel, increase the reach and efficiency of advertising, increase the average check and create collaborations with other brands.