Mail.ru Group and Magnet will estimate influence of digital-campaigns on purchases offline

2020: Partnership on development of marketing technologies and O2O-analytics

On March 3, 2020 Mail.ru Group announced partnership on development of marketing technologies and O2O-analytics with Magnet. Now advertisers will be able to target digital-campaigns on audience of Magnet and to estimate their influence on sales in shops of network. The Internet holding became the first advertizing partner of retailer in the field of targeting and attribution of digital-campaigns.

Advertisers will be able to get access to the depersonalized data of Magnet in a marketplace of external classroom myTarget segments. Data integration of Magnet with marketing Mail.ru Group technologies will expand possibilities of targeting of advertizing and attribution offline - conversion and also will increase efficiency of digital-campaigns.

The retailer will be able to segment in addition audience on narrower characteristics: on features of consumer behavior and preferences, including on purchases of separate types of goods and brands, on formats of the visited shops and other parameters. Thanks to it advertisers will have an opportunity to target campaigns on the most relevant user groups. Also clients will be able to control the shift in demand on products depending on settings of targeting and the choice of creatives.

Attribution of advertizing with the loyalty program of Magnet will help to estimate influence of digital-campaigns on consumer activity of users in shops of network, to measure ROI and to increase efficiency of Internet promotion.

Shops of Magnit network for March, 2020 are almost in four thousand localities through the whole country, and already 25 million people regularly use the loyalty program. In pilot regions the share of checks using the card of loyalty makes 46%, and the share in sales reaches 64%.

Thanks to partnership with Magnet – one of market leaders of retail in Russia – we expand possibilities of a marketing ecosystem. Brands will be able to analyze as the campaigns targetted on clients of Magnet influence sales in shops of network through the whole country and to estimate the weight of the channel in general strategy of business. Attribution of O2O-conversion according to the loyalty program of the retailer is another step in development of omnichannel of our tools and an additional opportunity to make campaigns more effective and personalized, commented Elina Isagulova, the vice president and the commercial director of Mail.ru Group

Together with Mail.ru Group we offered brands qualitatively other level of communication with buyers: personalized, measurable, end-to-end. It is the marketing based on data which allows to interact precisely with any audience, to estimate efficiency at all stages, up to a visit and purchase, in the most detailed section to carry out tens of tests and to optimize the marketing offer. We calculate that our joint solution will become the new standard of work in digital marketing for FMCG manufacturing, noted the director of the department of analytics and data management of Magnit network Artem Alekseev