VK develops technologies for secure data collaboration

2024: Data Clean Room Testing

VK tests Data Clean Room to work data with partners in a secure environment and maintain their privacy. The solution allows companies to share impersonal parameters, jointly train - ML models without sharing information and use analytics results in their tasks. The first technology was tested by the network RIV GOSH.. VK announced this on May 17, 2024.

Medium and large businesses work with a large number of partners: suppliers, distributors, subsidiaries. They share common customers and sales development objectives, with high and understandable requirements for the security and reliability of confidential data. Data Clean Room is a sought-after solution class that has already established itself in the global market as a secure environment for partners to collaborate with data. And the use of federated training of ML models helps to predict business metrics, determine classroom insights and develop current proposals - without exchanging data between companies, "said Liubov Pshenichnikova, director of consolidated digital business solutions at VK.

Modern marketing requires retailers to proactively work with data - it is important to take into account the consumer habits of their audience and implement a personalized approach in communications. The relevance of the advertising message is determined by the accuracy and amount of data, so we understand the importance of working with data with brands. Such approaches are impossible without the appropriate technological infrastructure that ensures the collection, processing of data and their safe application in the construction of analytics, "said Edgar Shabanov, President of the RIV GOSH Group of Companies.

A vendor environment was deployed based on the VK solution. With its help, brands, together with RIV GOSH, can algorithms train and compile an expanded portrait of buyers of different groups of goods without exchanging data. Segments on the base analysts are used for testing product hypotheses, market research, marketing communications, and sales growth.

RIV GOSH together with partners are testing audience segments based on AI technologies for complex advertising tasks. At the first stage, they help increase knowledge about new suppliers' products and shape demand for them. At the second stage, they motivate users who are already familiar with the offers to buy. The mechanics of personalized communications are built on the VK Customer Experience Hub platform with the Data Science team of VK Predict to build segments and analytics.