Tele2, the Russian mobile operator, and the Igronik Group of Companies signed an agreement on cooperation in the development of digital marketing and advertising using big data technologies.
The cooperation agreement at the St. Petersburg International Economic Forum was signed by Tele2 CEO Anton Godovikov and President of the Igronik Group Nikita Pipko. The mobile operator has arrays of depersonalized data that help to draw conclusions about patterns of consumer behavior. At the same time, the media holding has tremendous expertise in understanding the trends of the advertising market, the optimal choice of advertising equipment and the effectiveness of certain media channels, depending on the audience segment. Partnership and exchange of expertise will allow companies to improve products for digital marketing.
Tele2 and Igronic will improve the effectiveness of digital marketing tools using big data, research and implement technological solutions for traditional and emerging advertising channels, and work out innovative approaches for targeted lead generation. The parties will create products that improve the quality of service for advertisers and offer training programs in digital marketing specialties.
Anton Godovikov, CEO of Tele2:
Tele2 is successfully developing big data products for various fields, but it is solutions for adtech that are the main driver of Tele2's revenue in the direction. In recent years, the company has taken a leading position in the "big data" market: thanks to the launch of new technological tools, the development of audience knowledge and its best practices in the study of behavioral models and analysis of Internet traffic. We have something to offer our partners. I am sure that cooperation with the largest media holding will allow us to provide advertisers with the most relevant products in digital marketing. This will help the civilized development of the advertising market, the essence of which is point-targeted digital advertising relevant to a particular user, rather than fan mailings and calls to subscribers
Nikita Pipko, President of the Igronik Group:
Having a significant number of financial and development companies in our client portfolio, we know how much big data-based solutions are in demand by this category of advertisers. Whether it's a brand- or sales-formance task. I am sure that the collaboration of Igronik and Tele2 will give us the opportunity to expand the range of marketing solutions with new options, conduct cross-platform campaigns and systematically replenish the shelf of implemented practices
In 2023, Tele2 strengthened the advertising direction with new technological opportunities for the adtech market. The improvement of analytical solutions and lead generation was influenced by the widespread introduction of Tele2's DMP (Data Management Platform) into all products and operational sales processes. The company has made significant progress in audience knowledge, bringing DMP to the market leaders due to the volume and quality of information. Big data experts devote significant resources to validation, cross-validation, and comparison with open data from commercial organizations and government statistics bodies. Tele2 is also constantly being improved as a meter in the study of behavioral patterns and Internet consumption in the country.