RightWay Data Management Platform (DMP)

2020: Entry into the market of RightWay Data Management Platform

The Omni's Lanit company (enters into group of CHEEKS) brings the solution for data management of clients of RightWay Data Management Platform (DMP) to the market. The platform allows to collect and analyze data, to monetize them, providing to other brands for the advertizing purposes and also to create high-quality classroom segments for own programmatic-campaigns on a basis 1st and 2nd party data. On February 18, 2020 LANIT reported about it.

RightWay DMP uses for collecting different data sources, including a lead form on the website, CRM and mobile applications. From client data the platform allows to take insights, valuable to business, about behavior of target audience and also to create classroom segments for targeted advertizing.

It is possible to segment clients by a number of parameters: to purchase intentions, age, sex, actions in offline. Thus, the advertizing expert has an opportunity to create own audiences with the attributes suitable for his brief, and to cover the users who are most interested in products and company services.

The Customer Journey Mapping technology (creation of the card of interaction of the consumer with a brand) helps to understand patterns of behavior of users and to take valuable insights for business. Such card shows trajectories of the movement of the clients who made and did not make target action. Advantage of this technology over classical funnels of sales is in that, it considers "alternate paths" of the consumer to a product.

RightWay DMP helps to turn user data into a source of a passive income: marketing specialists and advertizing experts can provide the segments of audiences which underwent anonymization, to the third-party companies for start of programmatic-campaigns. Among advantages of such approach, in addition to generation of profit, – an opportunity to estimate efficiency of audience in the context of interaction with other brands.

RightWay DMP also gives an opportunity to use data of other brands for supertargeting. Marketing specialists will be able to show advertizing of goods or services to audiences of other brands taking into account their interests, demographic data, intentions of purchase and hundreds of other parameters available in our taxonomy. Besides, data of the third-party companies will allow marketing specialists to find other advertizing audience by the principle of look-a-like.

We guarantee security of user data. A contact information is transferred only in encrypted form. Names of segments are the digital sequences which are not capturing the essence of what is inside. Identifiers of a segment cannot be downloaded in one of systems. The industrial systems used by us allow to place advertizing only on a specific segment, told Maxim Zaheer, the CEO of Omni's LANIT company

Maxim Zaheer emphasized that one of key values of the company is an observance of security requirements. Client data are stored in the protected circuit that is confirmed by FSTEC certificates and FSB. A system completely conforms to requirements of the federal legislation about personal data protection of FZ-152.