Client Company
IQ Data offers an analytical platform for influencers, agencies, and brands.
Challenge
The client provides accurate data for efficient advertising and marketing campaigns. They wanted to increase sales volume and revenue due to enriched user data, more accurate audience segmentation, and user interest analytics.
Solution Description
Look-alike modeling techniques were the best for filling in the gaps and reconstructing user profiles. The system provides clients’ data enrichment: identification of people like the target audience and customer’s user segments augmentation for more personalized ad targeting.
Technology background
Primary functionality includes:
- Reconstruction of users’ gender and age based on their routes and points of interest - shops, sports clubs, beauty salons, etc.
- Application of data processing and AI algorithms to historical data to create 2D and 3D modeling. Laying the results over a map for better visualization
- Complementation of the solution with tools analyzing and providing additional data: devices people use, browsers, languages they speak, their interests, and others
- Identification of behaviour and patterns that are most common among people taking specific actions (like making a purchase) for more granular ad targeting and higher engagement rates
Application of machine learning model enabled achievement of results with +/- 80% accuracy.
Results and Current Status
The solution and used methodology have shown their efficiency and expanded the targeted audience by 30%. The applied techniques have been successfully used in other projects that required data analytics and enrichment.
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