In business environment, the demand for using the Business Data Solution platform for SMS mailing based on big data analysis increased on average by more than 200% since the introduction of quarantine every quarter of 2020*.
The largest surge in customers' activity was recorded in the third quarter of 2020 after mitigation of quarantine restrictions for small businesses and due to the peak of the summer season. During this period, the number of customers of Business Data Solution increased by 225% compared to the second quarter of 2020. Business segments such as catering establishments with a food delivery service, micro-finance organizations, clothing, footwear, equipment and food stores, law offices, travel agencies, taxi services and organizations that provide social services most often used the platform in 2020.
Who uses the Business Data Solution, and why? Let's imagine, cafe N is opened near the business centre with the purpose of attracting office workers for complex business lunches. Instead of distributing traditional paper postcards, the institution's marketers use the Big Data to define their target audience and create informational SMS newsletters using the Business Data Solution platform on their own.
"We believe that the Business Data Solution is one of the tools that help to form a marketing campaign based on the principles of SMART: specific, measurable, achievable, relevant and time-limited. It’s like the classic method of setting goals. We enriched such well-known marketing channel as SMS-mailing with the Big Data analysis and created a platform for independent and affordable management of advertising campaign. We continue working on the new functionality of the platform, and it will soon be offered to our business customers", said Illia Polshakov, the Director of New Business Development at Kyivstar.
Business Data Solution is an intelligent automated platform with which customer companies create advertising and information SMS newsletters to attract new customers. Thanks to the Big Data and using machine learning algorithms, filters have been developed that allow to define the segments of subscribers for whom information contained in SMS newsletters would be useful and interesting. The sample of recipients of advertising messages is formed based on the list of subscribers who are consumers of the service «My Discounts» and who gave their consent to receive such messages.
It should be kept in mind that Kyivstar complies with the laws of Ukraine "On information" and "On Protection of Personal Data" and does not transfer or sell personal data of subscribers. All analytical models using the Big Data are based on unpersonalized and encrypted data.
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