Mail.ru Group Data Management Platform

2019: Start of the platform of management and data processing

On December 18, 2019 the Mail.ru Group company announced start of an infrastructure product – a single platform of management and data processing (DMP – Data Management Platform). The solution works based on "firm" identifiers (Universal of ID), allows to carry out an onbording and to build the expanded description of a profile of classroom segments in the platform seamlessly integrated with marketing tools of Internet holding. It gives to clients the chance, without attracting other partners, to work with complete amount of data without loss by transfer and to store segments tens of times longer.

According to the developer, DMP integrates key solutions and Mail.ru Group services in the field of omnichannel marketing and work with audience. Clients will be able to store, process and structure own depersonalized data and also to activate them in advertizing communications, increasing business performance and marketing. Technical support during the work with DMP happens on the party of Mail.ru Group. The companies can add on the platform the hashed data from own CRM bases and also segments from several sources: from partner resources, from the websites and from the waged advertizing campaigns. The integrated solution of Mail.ru Group allows to build the expanded description of a profile of the loaded client segments on the basis of the depersonalized data about 92% of audience of Runet, including social and demographic and valuable and behavioural characteristics and also an affinitivnost to more than 300 interests. It gives the chance to receive deep insights about target audience of the company and to use them in communication and media strategy, including for targeting of campaigns on the created segments and constructions of end-to-end analytics.

Process of an onbording – synchronization of classroom segments – happens in the platform without attraction of additional tools and resources. The system of work with data is based based on "firm" identifiers (Universal of ID). Such approach allows to store the received segments about one year that is more effective, than classical work with cookies. It gives the chance to work longer with target groups of users in online campaigns, including using a remarketing, and most effectively to optimize a scope of unique audience, claim in Mail.ru.

"High-quality work with the depersonalized data – a basis of effective management of business in general and marketing in particular: from market research and formation of target segments before start of advertizing campaigns and increase in a customer loyalty. Data-driven approach allows to make the effective and justified management decisions necessary for development of the company and building of long-term communication with clients. The platform of data management became a core of an ecosystem of the marketing Mail.ru Group tools and a product which will allow the companies to manage own data in full without loss of their quality and longer to use the created segments for the solution of business challenges", 'Elina Isagulova, the vice president and the commercial director of Mail.ru Group noted'

According to the statement of the developer, the platform is created with a possibility of seamless integration with the marketing Mail.ru Group tools: with solutions in the field of predictive analytics, Notify CRM, Social CRM, Performance Retail and others. Unloading and data transmission out of the Mail.ru Group projects is impossible. Advertisers can create affinitivny segments and add them in anonymous form to myTarget or an advertizing office of VKontakte for further start of the personalized cross-channel campaigns. In DMP there is an opportunity to automatically adapt a system algorithm Look-alike on the basis of additional parameters of the training selection that allows to increase the accuracy of formation of similar audience. The exception of own segment of model allows to increase a scope of audience, new to business.

For expansion of opportunities of advertizing campaigns advertisers can connect in myTarget the classroom segments available in a marketplace of these external suppliers, or additional advertizing stock through functionality of direct transactions. Results of the campaigns targetted on segments from DMP can be verified by independent players of the market and external auditors. As of December, 2019 the verification of strike accuracy of campaigns in target audience performed by companies X5 Retail Group, Tiburon, OMI is already available to advertisers. The list of partners will extend.

The PepsiCo company which will use DMP for creation of unique structure of custom classroom segments under problems of the brands became the first partner who got access to the integrated platform. In its basis data of CRM PepsiCo and the depersonalized aggregated data of the Mail.ru Group projects will be used that will allow to increase advertizing targeting accuracy online and to build the personalized communication with relevant audience. Based on DMP "smart" chains of interaction with each target segment will be also configured so that users received relevant messages in due time and in the right place.