Datalab magnet: Retailer's impersonal data service

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• Data management

2023: Service Presentation

On May 17, 2023, Magnit introduced the Datalab Magnet service, which is the development of a DMP platform retail network that allows the company's partners to target audiences, launch targeted marketing communications and measure their effectiveness. The platform was created by the retail chain in partnership with Aggregion and has become one of the popular in the advertising market. According to industry experts, since its launch in 2020, DMP has implemented more than 5,000 campaigns - about one in ten of all FMCG suppliers at Magnet.

The Datalab Magnet service allows you to move to a new level of work data retailer with - to use analytics and, machine learning working with detailed data, combine with your own sets of supplier data, segment, bases receive client insights and measure in detail the effectiveness of communications in the context of target segments. Now each partner can segment Magnit's huge customer base of 68 million cardholders loyalty for their own needs and work in a mode close to working with their own. CRM Activation of audiences is possible both on digital advertising platforms connected to the DMP Magnet, and on the Magnit media resources: digital screens in stores, radio for customers, sites, in, etc. mobile applications

The creation of the service was a response to a market request: on the one hand, suppliers manage multi-billion dollar advertising and marketing budgets and create their own analytics departments to optimize them, on the other hand, the most valuable data for work is on the side of retailers. Now with the use of secure information processing in Datalab, such cooperation has become possible.

"Datalab Magnet," unlike other tools, when the material is fragmented by the brand, implies a holistic and constant work with data aimed at constant improvement. Partner-created customer target segments are used for communications, can be updated and refined based on campaign performance data, and used by partners for other optimizations such as category management.

Not only Magnit suppliers, but also other partners can become customers of the service. Thus, the retail chain has already begun pilots with several largest Russian banks.

The launch of the service meets the development trend of retail media, the global market of which BCG estimates at $100 billion.

Such tools are implemented by the most advanced global retailers. With this approach, sales growth reaches double digits depending on the category of products, suppliers receive the opportunity of more detailed strategic planning for brand development and other benefits.

Шаблон:Quote 'author = said Anastasia Kirilova, Business Development Manager for Data & Insights at Magnit retail chain.

Шаблон:Quote 'author = noted Dmitry Larin, director of the Okkam trade marketing vertical.

Шаблон:Quote 'author = told Artyom Zakharov, head of the data monetization department of the ADV group.