MTS plans to use the “Internet of Behavior” technology when creating commercials and communicating with subscribers. IoB analyzes user data in terms of psychology and potentially allows you to influence their actions.

MTS decided to use the technology of “Internet behavior” when creating commercials

At the first stage, employees collected information about existing commercials: when they were released, how many and on which platforms they “spinned”, whether there were famous personalities in the frame. The ad was then shown to a focus group, while the camera monitored their psychological reactions. And already on the basis of the collected data, a model for scientific data analysis was created, RBC learned.

With the help of technology, experts are trying to understand how effective this or that video was, and at what cost. In the future, these clues will be passed on to commercial creators so that they can use them to evoke certain emotions and, as a result, increase sales of the advertised product.

In the next stage, the company plans to create personalized advertising for a specific person. And thanks to IoB, each user will see the product in the way that will best encourage them to make the purchase.

In addition, the “Internet of Behavior” technology can be used to personalize communication with customers, for example, comment pages, MTS group companies, to strengthen the Kion online cinema recommendation model, etc.

Author:

karina pardaeva

Source: RB

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