GPM Data introduces targeted advertising based on data from Magnit chain retailer

GPM Data, Gazprom-Media Holding’s consolidated center for big data operations, will offer advertisers the ability to use segments of big data to address their marketing needs via Gazprom-Media Holding’s digital inventory and Digital Out-Of-Home (DOOH). The big data were provided by Magnit, one of Russia’s leading nationwide retailers. Advertising projects based on Magnit’s data can be implemented through the Gazprom-Media Sales House’s “one-stop shop” service.

With data from the chain retailer’s loyalty program integrated with GPM Data’s big data infrastructure, advertisers will be able to identify audience segments based on information on purchases as well as set up advertising campaigns and analyze their effectiveness. This is the first stage in a strategic partnership with the country’s largest retailer by store count.

Advertisers will be able to build audience segments based on the goals of their advertising campaigns using various characteristics, such as purchasing behavior, interests, social and demographic parameters, geography, and buyer mission. The chain retailer’s information on purchases will help clients ensure more precise targeting for their digital inventory and optimize their marketing budgets.

To analyze the effectiveness of advertising campaigns, Sales Lift tools and analytical products will be available for clients to assess the impact on sales and progress in achieving KPIs. For example, advertisers can generate reports on the launch of new products or categories, as well as track trends in their market shares following completed campaigns.

Inna Kravtsova

Director of Business Development, GPM Data

For the first time, the data of Magnit, the largest Russian retail chain, is integrated with the capabilities of third-party inventory. The synergy will help improve the precision of advertising communications and increase the depth of analytics of the performance of marketing campaigns. We are confident that collaborations with retailers to use their big data to launch and measure the effectiveness of OOH advertising will unlock new tools for clients to add value.

GPM Data now offers integration with the big data segments of almost all major retail chains, as well as fiscal data operators. As a result, clients gain the opportunity to create targets customized with behavioral parameters based on data from almost all major retailers in Russia.

Alexey Krupenin

Director of Key Accounts and Chain Agencies, Gazprom-Media Sales House

Our partnership with Magnit will allow advertisers to see how their advertising campaigns lead to conversions to the sale of specific products. Business clients will be able to manage their marketing budgets more efficiently by making use of digital analytics and by gaining complete visibility of the advertising campaigns they implement. The approach using Magnit’s big data segments and Sales Lift surveys will enable advertisers to significantly improve the effectiveness of their marketing communications and reduce the costs to achieve their goals.

Anastasia Kirilova

Business Development Manager, Data&Insights, Magnit Retail Chain

As the Russian market is experiencing a decrease in advertising inventory, a strategic partnership with a large media holding like Gazprom-Media plays a crucial role for us. Our cooperation will allow brands to better achieve their marketing goals, while our consumers will receive targeted communications tailored to their needs. Magnit is actively developing the big data analytics sector and plans to implement several other projects in the area.

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