Avandor Consumer Profiling created for its Data Management platform’s clients a new functionality that allows the brands and the publishers to selectively share the access to their own data stored in the platform, in order to be used for analytics and targeting in real time.
Therefore, by the means of the Avandor platform, brands from different fields can create partnerships in which each one of them has access to intersected reports on the others’ audiences, as well as new targeting possibilities.
“Most of the times, a brand’s necessary data come from other domains. For example, if a bank wants to communicate a new product to parents, it can have a partnership with publishers or brands specialized on parenting, through which the bank will gain access directly to insights about others’ audiences. Moreover, the data can be used for direct targeting through the platform,” explained Iulia Mosoiu, head of business development at Avandor.
The first digital projects that benefited from the new functionalities in the Avandor platform have been run for brands in banking, telecom, travel, retail and automotive, in the portfolio of agencies such as Aegis/Dentsu, iCrossing, GreenPixel, JWT, Havas and OMD. In all of those projects, the correct data usage has brought a medium rise of click rates and engagement of 38 percent, reaching in some cases even 10 times more than the traditional campaigns, without data.
Avandor platform is built having at its base a central system of Data Management Platform (DMP) type that collects and processes all the interactions that the consumers have with the brand.
Moreover, Avandor is a technology start-up for digital marketing that offers its clients a complete platform that can understand its users through Audience Analytics and by the usage of all the data in targeting the campaigns and the personalization of the websites and the messages.
The company has the headquarters in the UK and develops operations in 6 markets in Europe, North and Central America.