VTB will introduce an AI platform for digital marketing analytics

2023: Smart Data Hub Platform Testing

VTB used insider search technology for AI-based digital marketing. VTB Accelerator has completed testing of the Russian data analytics platform for digital marketing Smart Data Hub. The bank announced this on January 16, 2024.

Based on the analysis of large amounts of information, it automatically generates insights (recommendations) to improve the user path. This helps to increase conversion, reduce the cost of attracting customers, as well as optimize the workload of analysts. The program is being prepared for industrial operation at the bank.

The program scans data in real time using artificial intelligence, analyzes each factor that affects user behavior, collects information and automatically combines disparate data from all connected sources: advertising cabinets, web statistics counters, telephony systems, CRM and databases into a single Data Warehouse (data warehouse). She also looks for correlations, selects hypotheses and offers them to marketing specialists for implementation. All this allows you to implement deep end-to-end analytics with optimization recommendations.

As part of the algorithm training project, Smart Data Hub analyzed client paths on the pages of the bank's website with the offer of credit and debit cards. Based on data from Yandex.Metrics, the system automatically generated insights on the sales funnels of these products. The pilot project lasted three months and showed that more than 50% of the generated hypotheses have practical applicability. Their potential to increase conversion from visiting the page to completing a debit and credit card application is more than 5%.

A key feature of the Smart Data Hub is the ability to work with large amounts of data downloaded from various systems. The tool algorithms form insults that allow you to see deviations from the norm and understand how to improve the client path. More than 40 insights were generated based on the Yandex.Metrics data array 11 months deep. 40% of them were chosen by experts as significant and taken into work to increase sales of card products of the bank, - said Alexander Smirnov, deputy head of the marketing and advertising department - head of the digital marketing department.

The task of the VTB Accelerator is to conduct a quick and low-cost testing of a new service for the bank on a limited case, "said Natalia Degtyareva, head of the VTB Accelerator," the pilot project showed that Smart Data Hub helps to analyze the needs of the audience and see patterns. The platform handles natural language requests from business users. You no longer need to attract additional specialists: developers and analysts. All this opens up a significant potential for the use of Smart Data Hub in the bank in different directions.