Russian super retail chain launches the first decentralized data exchange platform aimed to improve marketing accuracy. The platform provides the FMCG brands with a self-service audience designer to construct consumer segments based on transactional purchase data from Magnit, one of Russia’s largest supermarket chains, boasting over 22,000 supermarkets and dozens of millions of regular customers enrolled in the loyalty program. This wealth of data — available for the first time — may now be used to improve targeting in digital marketing and advertising.
Marketing specialists from leading media agencies are able to tailor segments from more than a hundred of behavioral attributes and several thousand product categories. Once defined, the segment is uploaded directly to most popular advertising platforms (Mail.ru, Yandex, Facebook, Google, etc.) and may then be used to show targeted ads to the audience.
But what makes the platform truly unique is the decentralized architecture that allows to base segments not just on Magnit’s already massive database, but also on data offered by other vendors integrated into the network. The distributed protocol performs cross-matching between vendors’ data, allowing to significantly increase sample size and build more accurate customer profiles than similar but single-vendor solutions.
The network launches with two participating data vendors: Magnit and Atol, the leading offline and online payment provider in Russia (37% total market share and 70% in online transactions). As the number of partners and the amount of available data continues to grow, the targeting accuracy and audience reach will also increase.
Results of pilot campaigns conducted with leading FMCG brands show that conversion — the percentage of customers from selected segment that click on the ad — increases by up to 100% percent and the audience targeting accuracy is getting a five to tenfold boost depending on the product advertised.
The decentralized platform and network are developed by Magnit in partnership with Aggregion, the founder of the blockchain-based distributed licensing protocol, with additional technological support provided by Microsoft and its Azure product stack. Top media agencies and brands shared their industrial expertise to ensure that the solution meets the market needs.
The solution is built as a distributed data management platform (DDMP). Its consortium model and open network ensure that new data vendor partners are welcome to join on their own terms. The technology is fully transparent and is implemented at each data vendors own IT landscape, to ensure that their highly sensitive data is secure, protected, and never transferred to third parties. The first phase of the platform development launches with retail data vendors, but in the near future different types of vendors are expected to join: telecom, financial institution, IoT, and other industries.
Data is the new oil, a vastly untapped potential. 73% of consumers would be willing to share their private data — and profit from it — if only they had a way to license, control and track it. Businesses want this data, of course, for many reasons. What is missing is a solution to enable data distribution and licensing between all participants. With support of Intel and the SGX technology, Aggregion is expanding the platform capabilities to include the licensing and control of any type of consumer data C2B2B and enable businesses to legally and transparently exchange data for mutual benefit.
To do this, Aggregion is developing a governance protocol through which digital data objects may be securely distributed and transparently monetized in compliance with data privacy protection legislation.
Intel SGX enables blockchain-based applications to preserve the confidentiality and integrity of sensitive code and data through hardware-based memory encryption that isolates specific application code and data in memory.
Aggregion integration with the Intel SGX technology provides secure licensing authorization on hardware level of any data collecting or generating ‘smart’ IoT device: mobile phones, retail Point of Sale terminals, cars, banking transactions, medical devices, cameras, or any other utilizing SGX enabled Intel chipset.
This integration is a part of a much larger Aggregion project: the Universal User Digital Profile, placing the consumers in the driver seat of their private data, much like the media and software copyright holders. Consumers may specify conditions on which their data might be licensed and track how businesses exchange and trade this data B2B through any usage scenarios. A data marketplace governed by smart contracts and AI will automatically route this data and report usage and transfer royalties back to the users.
An important project with Pearson and Canon to enable students to print entire paper books on printers at a public library. Unlike traditional local printing, through Aggregion platform copyright holders can control the licensing conditions for each book and the protected content is stored remotely.
Students in the pilot library (LIBFL, Library of Foreign Literature) may select Pearson books from library’s online catalog and in under 10 minutes an industrial Canon printer will print and stitch together the entire book. The whole end-to-end licensing process is managed through the Aggregion platform, which is integrated directly with the Canon printers and with the library’s online catalog. As more copyright holders engage this capability, consumers will have access to a wider selection of books (or any printed materials) and, as more vendors adopt the technology, be able to print them on home printers.
This is a key step in development of the Aggregion IP Flow process, which covers the licensing flow from copyright holders into manufacturing of physical products. Foreseeable next step in development of this technology is to enable 3D printing capabilities for consumers (print licensed blueprints at home) and for businesses (industrial grade printing at factories).
The Walt Disney Company in partnership with X5 Retail Group, an expansive CEE supermarket chain with over 10,000 retail stores, launches a massive ‘Back to School’ promotion campaign with focus on the Marvel superhero franchise.
Goal of the project is to encourage customers to increase their general spending in the stores, not just on the Marvel products. For each 555 roubles spent in an X5 retail store, customers receive a superhero pencil eraser styled as one of 16 different Marvel characters. Once all 16 erasers have been collected, customers can participate in a drawing for prizes (including a trip to Disneyland) as well as receive access to the collection of Marvel films, accessible online through a special landing page. Customers are also encouraged to purchase other Marvel themed items. The video content licensing and delivery is powered by Aggregion.
A major project between the Walt Disney Company CIS and Tele2, a large CEE telecom services provider with over 23 million subscribers and over 100.000 retail locations. Goal of the project is to promote the release of Marvel’s new film Avengers: Infinity War through Tele2’s channels, while increasing the loyalty of Tele2’s customer base and attracting new subscribers.
Disney licenses 1 million codes of Marvel movies to Tele2 for their customer loyalty program, supported by a massive advertising campaign: TV, online, offline (cafes, etc), mobile, billboards, retail, and others. Content is viewable through Tele2 mobile app. Subscribers can also use their Tele2 account wallets to purchase additional Disney content. All license processing is enabled by Aggregion. This project is live since April 2018.
Enabling the Walt Disney Company to combine its franchised consumer products with digital content and track each individual sale live as it is processed through the retail Point of Sale in Hamleys stores.
Aggregion platform is integrated with Hamleys retail POS (Point of Sale, cashier terminals) and inventory DB through API. The manufacturers of DCP (Disney Consumer Products, any Disney franchise) provide the barcodes/QR codes. Each barcode scanned at POS is recorded in Aggregion. Disney complimentary digital content is bundled with DCP through Aggregion and is offered to retail customers, with activation codes automatically generated and printed on paper receipts at POS. This project is live since November 2017.
In partnership with Microsoft and the Softline Group, a major project to provide affordable content to thousands of educational institutions in CEE through a single unified procurement portal.
Procurement of digital content and software for organizations and educational institutions has been particularly difficult with the advent of the digital age: so many types of software and content licenses, all requisitioned through different vendors and suppliers, all with different contracts and conditions, all paper-based.
In this project: Softline is #1 software distributor in CEE, not just for Microsoft products, but also for many other software vendors (ABBYY, Adobe, Corel, Kaspersky, etc). Softline creates and manages a unified procurement portal, accessible to thousands of educational institutions in CEE, making it simple to acquire software product licenses and manage them through a single point of entry. Aggregion provides a seamless licensing backbone between the Microsoft CSP (Cloud Solution Provider) billing system, Softline and the procurement portal, and any of Softline’s partner vendors. This project is ongoing since September 2017.
The Walt Disney Company CIS licenses its collection of shows and cartoons to SkyengTV, an online interactive VOD platform for learning English through a combination of original language programming and ‘smart subtitles’.
This case illustrates how Aggregion enables copyright holders to safely and efficiently license their content for use in a third party platform,
Skyeng is an online English teaching school that connects teachers and students via Skype lessons. SkyengTV is a project where licensed video content from Disney and its subsidiaries, such as ABC Studios, is available for Skyeng students in its native language: Desperate Housewives, Scrubs, Lost, and many other shows, movies, and cartoons. All video content is subtitled and students can click on each word to define its meaning. Videos on a specially created website play through the Aggregion video player, which is integrated directly with Aggregion platform, allowing for direct end-to-end control from Disney.
A project in partnership with Microsoft and a currently undisclosed Top-20 Airline to use the Aggregion platform for licensing and delivery of digital media content directly to the Airline’s mobile app.
Currently, all of the world’s airlines license media entertainment content through a very traditional paper-based process. It’s a hurdle. The media choice is limited only to what the airline was able to negotiate for a specific flight. And the media may only be used onboard the airplane, as the copyright holders have no control on how their content is used otherwise.
The current project is meant to augment the current onboard entertainment systems and provide the passengers with access to a wider selection of entertainment on their own devices and on any flight, through the Airline mobile app. The copyright holders, the Airline, and the Airline mobile app are all connected to the Aggregion ecosystem, enabling control and visibility of user’s usage and live usage statistics in multiple categories down to any level of detail. Copyright holders may easily specify and enforce any licensing parameters, which may be as specific as the flight routes, types of devices allowed, time periods, and so on.
Pearson is one of Aggregion’s most important strategic allies and clients. A variety of projects have been done with Pearson, encompassing the areas of digital content sales through online stores, mobile readers, integration with Pearson platforms, and bundling of Pearson products with third party copyright holders (such as Disney).
Distribution of Pearson content: Pearson books may be acquired through online stores connected to the Aggregion platform. The books are then accessible through the Pearson Reader.
Pearson Reader: a proprietary Aggregion content reader and player, branded as Pearson. It is integrated directly with the Aggregion platform enabling the seamless end-to-end flow of licenses from copyright holder through channels and to the end customers’ devices. The content in Pearson Reader may also be accessible by activating codes included in paper textbooks.
Integration with Pearson platform: some Pearson platforms, such as MyEnglishLab, are integrated with Aggregion, enabling Pearson to license the access to the platforms through the Aggregion platform. The platforms’ authentication systems are integrated with Aggregion, allowing users to use their universal Aggregion id to login into multiple systems.
Content Bundling: through the Aggregion platform the Pearson content may be bundled with content from other copyright holders. For example, in one of the cases, Pearson textbooks include activation codes to access related Disney content.
Aggregion’s Digital Library solution is used by Riga Technical University as a single point of access portal for all of University’s own and third-party educational content — textbooks, software, interactive learning materials — licensed through the Aggregion distribution network. Management tools such as Billing, Groups, Limits and Usage Models, and Tracking make it easier for University the remain within optimal budget for content procurement.
Digital Library’s catalog comes integrated with the Aggregion back-end. This means that the products are part of the Aggregion distribution chain and University may assign license parameters and manage details (such as description, cover images, metadata, etc) for products and collections.
Usage Models and Tracking
Often institutions spend funds to acquire products that are underused or not used at all by the student body. Digital library offers flexible content usage models — Acquisition, Pay-Per-Use, and Subscription — to accommodate and optimize any budget. Aggregion’s analytical tools provide transparency to budgetary decisions: statistics on product usage by a group.
The University’s authorization system is integrated with Aggregion via OAuth, meaning that students and faculty may use their standard university usernames to login into the Digital Library. Each user may be assigned into roles, groups and limits restrictions.
Groups and Limits
The Groups function manages the access of the student body (by class, by professor, by year, etc). The Limits function allows to control how much content the students are allowed to buy through their education account and how many students may have simultaneous access to a specific product(s).
Advanced Search and Filtering
Since the catalog is expected to be of significant size, advanced search and filtering are possible through multiple criteria such as Price, Categories, Availability, Publication Date, Document Type, Language, and so on.
In partnership with The Walt Disney Company CIS, a large international retail chain Auchan has launched a special New Year promotional campaign: a free viewing of the “Star Wars: The Force Awakens” movie.
Customers received a special gift card when purchasing a DCP (Disney Consumer Products) with Star Wars franchise (toys, shirts, consumables, etc). The gift card contained an activation code and a link to the Star Wars landing page. “Star Wars: The Force Awakens” was viewable after activation, as per licensing conditions specified by Disney. The campaign was powered by Aggregion technology. This project went live in December 2016.
Intel’s “Training For The Future” promotional campaign illustrated how the Aggregion technology may be used to achieve a win-win situation for all participants by combining digital products with hardware.
The promotional campaign was a collaboration between Intel, Aggregion, online and retail channels, device manufacturers, and the publishers of educational content. Intel handled the advertising while the Aggregion platform was used to manage the licensing relationships between all the participants and end customers.
The campaign promoted a selection of Intel-powered devices (notebooks, tablets, etc) to include free digital content as a part of the offer. Customers installed the Aggregion app, which automatically checked for the device processor type. If processor was determined as Intel, then the app offered free subscriptions to educational content, as per licensing conditions from publishers.
Samsung Smart School was an educational interactive classroom project sponsored by Samsung and powered by Aggregion technology.
Samsung provided GALAXY Note 10.1 tablets with electronic S Pens for students as replacement for paper textbooks and notepads. Samsung ME 65B interactive screens were used instead of traditional blackboards. The tablets were running the Aggregion app through which students had access to educational content from the world’s leading publishers.