T2 implements predictive models for more accurate SMS targeting

Moscow – T2, a Russian mobile operator, has updated its audience selection algorithms for advertising SMS mailings. The operator implemented predictive models based on big data, machine learning and artificial intelligence, and supplemented its own data with aggregated data from third-party sources. The update allows you to more accurately identify subscribers who may be interested in the offer of the advertiser, and improve the effectiveness of campaigns without increasing the budget. Thus, the cost of attracting one customer decreased by more than 2 times, which allows you to recoup investments in advertising even with small budgets.

Now, T2 SMS algorithms analyze hundreds of signals, including user preferences and the content of an advertising message. To do this, the operator uses not only its own data, but also aggregated data of partners, which supplement information about the habits of subscribers, their lifestyle and consumption of goods and services. On their basis, AI and ML models form segments of the audience for which the offer of the advertiser is most relevant.

T2 consistently develops SMS targeting based on big data, algorithms and artificial intelligence. Currently, more than 120 ready-made audience segments are available to advertisers. T2 plans to increase the number to 300 by the end of the year by combining its own data with partner data. This will allow to take into account more information about subscribers when selecting an audience for advertising campaigns. Ready-made segments simplify work with SMS-targeting, including for entrepreneurs without experience in promotion and independent analysis of data. At the same time, the usual process of launching advertising campaigns through the personal account of the SMS-target remains the same.

Sergey Radko, Head of Corporate Product Development at T2:

The introduction of predictive models was one of the largest updates to the T2 recommendation system. According to the results of beta testing, the average click-through rate of SMS campaigns increased from 3% to 7%. It is important to take into account that the effectiveness of campaigns depends not only on the selection of the audience, but also on the offer itself: algorithms take into account the content of the advertising message and compare it with the characteristics of users to determine the most relevant audience.

The effectiveness of SMS-promotion is evaluated by clicking on links, calls, the use of promo codes, ordering and other targeted actions. Aggregate anonymized data is used to select the audience.

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