1DMP (Data Marketing Platform)

2018: Entry into the market of Turkey

The CleverDATA company (enters into group of LANIT) announced on September 7, 2018 the conclusion of the partnership agreement with FikirOn. Under the terms of the agreement, the Turkish holding will become the distributor of software products and solutions of CleverDATA.

In particular, the technology holding FikirOn will promote in Turkey of own development of CleverDATA — 1DMP (Digital Marketing Platform). The software product of the class Data Marketing Assistant allows to automate completely marketing communications and online advertizing using machine learning technologies and Big Data, helps to reduce the cost of attraction and customer retention, told in CleverDATA. The solution was developed taking into account aspects of work with classroom data, including the Russian credit institutions and a number of the European companies.

The Russian company is going to implement projects in the banking sector, in the markets of telecommunications, media and advertizing. As you know, one of the main requirements of banks and the telecom companies at implementation of similar solutions is the possibility of installation of the platform in perimeter of the organization. It becomes for safety of these own clients. The possibility of deployment of 1DMP in infrastructure of customers became the main priority of FikirOn when choosing technology vendor for project implementation in the banking sector of Turkey, noted in the company.

Using 1DMP we involve all available data sources of the customer to the maximum. Including the websites, CRM, mobile applications, the transaction systems, external data for creation of the personalized communications in the automatic mode. The applied machine learning technologies in 1DMP help to minimize participation of the marketing specialist when forming new knowledge of audience and creation of target segments. Distinctive feature of the platform is the possibility of deployment in the customer's infrastructure. It guarantees safety of client information and safe connection to a digital ecosystem of the market of data and the external advertizing systems — Denis Afanasyev, the CEO of CleverDATA emphasized.

2017: The library of the Tag Manager tags is expanded

On June 29, 2017 the CleverDATA company announced upgrade of a component of the platform of data management of 1DMP - Tag Manager. It helps to collect data on visitors of own web resources, fixing different parameters of audience taking into account the configured conditions (triggers).

Tag Manager works as the manager of tags and via interface 1DMP helps to add/change the code of other services on the website (for example, statistics) without adjustment of the code of the website and involvement of developers. For collecting of fragments of the code of external services it is enough to insert once the code of the container Tag Manager on pages of the website.

In the upgraded version developers expanded library of tags. With its help it is possible to identify visitors of websites on the device fixing of parameters of the browser, to collect data on actions on the website.

The 1DMC Super-Sync Tag & 1DMC Cookie-Sync Pixel tag helps to carry out fast synchronization of identifiers of visitors of websites with data of the exchange of data of 1DMC for the subsequent work with external data on visitors. Extraction of advantage from classroom data assumes a complex of works. Tag Manager allows to pass one of the first stages – to collect data on own audience of web resources.

Data on a customer behavior on web resources of the company help to increase efficiency of each customer interaction and productivity of advertizing campaigns. Having collected a maximum of internal data, it is possible to solve problems of client analytics, to wage multi-channel communications, synchronized advertizing campaigns with the maximum personalisation and exact targeting. Denis Afanasyev, CEO of CleverDATA

2016

Module Audience Manager

On December 28, 2016 the CleverDATA company announced release of the module Audience Manager for the platform of data management of 1DMP (Data Marketing Platform).

He allows to carry out automatic segmentation of visitors of websites of the company and to use data that with bigger efficiency to attract clients and to increase sales.

The component allows to analyze audience, using own data of the customer (1st party data), to separate audience into segments and to use the created data, offering each segment of audience the most relevant product offers. Data of clients from the created segments can be unloaded in any external DSP platform (Demand Side Platform) for targeted advertizing programmatic of campaigns and also to use in own communication channels of the customer, unloading these Campaign Management systems.

Audience Manager automatically creates characteristics of each classroom segment that allows to study better clients and to reveal new knowledge (insights) of audience.

Solution 1DMP is integrated with the majority of marketing channels for customer acquisition: the largest and widespread DSP platforms in the world and Russian markets (more than 10 DSP platforms are connected), services for email mailings, platforms of mobile marketing and notifications in mobile applications.

User interface 1DMP is complemented with a dashboard with the report of all main information on audience, 3D - to profiles, segments and attributes. CleverDATA developers implemented a number of internal technical components for quick start of projects and pilot starts on platform 1DMP.

As our practice shows, use of own these customer companies makes the greatest positive contribution to efficiency of media advertizing and marketing in general. However, being the most valuable and protected company asset, this data type requires special attention. Besides, there is a set of technical tasks which are important for solving to involve (to activate) these data. 1DMP is developed specially to facilitate practical application of data for the subsequent customer acquisition. We paid much attention to data protection of audience that allows us to propose to customers unique technical solution. Denis Afanasyev, CEO of CleverDATA

Module Tag Manager

On November 30, 2016 the CleverDATA company announced development of the module of the platform of data management of 1DMP. According to the statement of the company, the technology will help to collect data on interaction of users with own websites of the companies which are necessary for marketing and advertizing campaigns.

Tag Manager is focused on the companies in the field of B2C using marketing approaches on the basis of data. In such companies data - the crucial tool for qualitative client and classroom analytics, planning of marketing activities.

Model it is integrated with the platform of data management of 1DMP that increases efficiency and quality of communications at the expense of complex analytics of data on clients. The single software solution integrates data on all advertizing channels and campaigns in the simple interface conveniently to manage interaction with audience and to optimize programs of promotion.

The technology is placed in a cloud or in perimeter of the company, use in own domain is possible. It does it to the safest in terms of control of own data of the company, increases trust of users.

1DMP.TM has necessary characteristics of a reliable system:

• high performance
• security,
• scaling option,
• differentiation of roles and access,
• anonymous and safe data exchange.

For November, 2016 the technology works in the mode of trial operation.

Attentively studying needs of our clients, making use of the best technology practices and possibilities of artificial intelligence, we connected in our solution all the best in the field of creation of platforms of data management. We continue to conduct researches and we develop new features of the products to satisfy special requests of clients. Denis Afanasyev, CEO of CleverDATA

Description of 1DMP

Platform 1DMP is own development of CleverDATA company and is intended for storage and management of data arrays both in a cloud, and in the customer's perimeter. 1DMP provides to users a number of solutions for target marketing, risk management and client experience, participation in the Internet advertizing market. CleverDATA is a partner of Oracle with the status Platinum.

A system is developed by CleverDATA company. 1DMP provides to suppliers and consumers of data an opportunity to exchange, accumulate large volumes of diverse information and to monetize them by use for the solution of business challenges in the field of marketing, risk management, formation of programs of loyalty and in other areas.

Three steps to effective marketing

Functional modules

The platform of data management of 1DMP consists of several functional modules which use in total gives the maximum effect during the work with your data:

Module of creation of profiles. It is used for creation of the integrated profiles of clients on the basis of knowledge obtained from "crude" data. Creates standard profiles of clients (microsegmentation) on each your product. Executes creation of predictive analytical models using approaches of data mining and algorithms of machine learning for determination of offers adequate to customer expectations, search of the most effective communication channels and a format of interaction. Prepares classroom segments for marketing systems or transfer to consumers of the data given through the Exchange.

Data management module. Helps to collect by the set rules and to store the "crude" depersonalized data on clients from a number of sources. Offers the user the most modern analytical extraction tools from collected this useful knowledge (insights), such as social and demographic signs, interests, intentions, etc.) for the subsequent use in marketing communications or transfers.

Data Marketing Cloud. The platform integrating suppliers and consumers of data is intended for safe exchange of the "crude" depersonalized data or insights taken from them. Not enough own data? It is difficult to find the necessary data in the market? Use Data Marketing Cloud for search of the best suppliers and obtaining third-party data! You are going to monetize the data which are available for you and knowledge of clients gained from them? DMC will help to find those for whom your data are necessary.

Deployment options

• Use as service in a cloud 1DMP.IO
• Deployment in perimeter based on open source of components
• Deployment based on Oracle Big Data Appliance

Project of deployment of 1DMP

• Cost of licenses: the solution is provided to the customer in the form of the source code
• Implementation cost includes: adaptation under requirements of the customer, development of adapters of loading to systems
• customer, development of analytical algorithms of data processing
• Maintenance: under the agreement of maintenance
• Updating of components: the components which are not changed in the course of implementation are updated in process of release of new
• versions of the platform

The place of 1DMP in IT to the customer's infrastructure

Principal architectural components 1DMP

• Raw Data Storage is storage of "crude" data

• Master Data Storage is storage of ready classroom profiles
• Raw Data Loader is data loading mechanisms from external sources
• User tracker is the mechanism of tracking of users, support of the table of synchronization, synchronization of traffic with external suppliers
• Master Data Connector – API of work with external consumers of data (DSP/SSP)
• Web Crawler is enrichment of data a web content from open sources
• Prediction Engine is the data processing mechanism algorithms of machine learning
• Rule Based Engine is the data processing mechanism based on the described rules
• Geo Locator is a component of enrichment of data data on a geolocation
• Profile builder is a component of collecting of the "integrated" user profile

Who needs 1DMP

The companies which are practicing the personified approach to sale of the products or services, locating the customer base, considerable on number (current or potential), actively using digital channels of communications and interested in the maximum monetization and enrichment of the saved-up data work with platform 1DMP. Users of 1DMP are sales and marketing specialists. Besides platform 1DMP is demanded by participants of the market of Internet marketing (RTB technology) who at the same time act as suppliers of the Exchange, delivering data on results of demonstration of advertizing to certain users and as consumers of the enriched classroom profiles for implementation of advertizing campaigns.

Online advertizing and Media of the platform

• Development of DMP platformdlya RTB
• Development of DSP and SSP systems
• Development of solutions for the analysis of quality of traffic, analysis of web of content
• Optimization of CTR
• Integration with advertizing networks and auctions

Financial sector

• Enrichment of data on clients information from social networks
• Forecasting of a response on product offers and management of outflow of clients
• Development of scoring models
• Development of the platform of data management for the purposes of marketing and management of client

experience

• Real-time the analysis of machine logs for monitoring of critical business processes
• Collecting and the analysis of texts, using machine learning, on the Internet for monitoring

media activity

• Development of solutions of work with market data and processings of a flow of the stock exchange transactions

Retail

• Development of models of assessment of candidates for a vacancy of the selling assistant
• Optimization of placements of outlets

Some useful data

• Log of visit of websites and history search requests
• Data of social networks
• Purchases on the Internet, data of bulletin boards and forums
• Data on a geoposition and movements
• Statistics of use of mobile applications
• Data of online services
• Credit history and data of collectors
• Loyalty program
• Payment systems
• Open statistical data

Scheme of interaction

Access to use of 1DMP is provided on the basis of model of a monthly subscription (SaaS). Perhaps also acquisition of the license and deployment of the platform on the client's equipment.

The performance level of platform 1DMP on Oracle Big Data Appliance was tested in the summer of 2015 on the example of a case of sales of Internet advertizing via the mechanism of the Real-Time Bidding (RTB) auction as this scenario of use of the DMP platform imposes the most strict requirements to hardware resources. In particular, work of functionality of classification of the Internet pages visited by users, creation of profiles of interests of the user on the basis of the Internet pages visited by it and distribution of the constructed user profiles on each of incoming requests was tested.

Results of testing for Oracle Big Data Appliance in a standard configuration, i.e. without additional settings, showed that the platform 1DMP components which are responsible for distribution of the user profiles, unrolled on only one Oracle Big Data Appliance node are capable to process more than 101.5 thousand (in 1.45 times more of initially expected number) requests per second. Response time on a request in 99% of cases did not exceed 1.17 milliseconds (1.7 times better than expected).

Time of classification of Internet pages and creation of the user profiles on 6 Oracle Big Data Appliance nodes was 11 minutes 17 seconds and it was 5.43 times better expected ^[1]

Notes