tinkoff.ru Acquisition from banner click to personalized page
How business goals turned into architecture, processes, and teams around the public web
Slide contents
1. tinkoff.ru Acquisition from banner click to personalized page
How business goals turned into architecture, processes, and teams around the public web
2. What this talk covers
Goals and engineering principles
Process and performance marketing
Frontend and teams
SEO, personalization, tests
3. What efficient acquisition means
Three goals, one system
Many and cheap — Channels scale, not isolated wins
Good UI/UX — Banner-to-application path is fast and relevant
Scalable processes — Campaigns and tests without release bottlenecks
4. 01. Engineering principles
Abstraction, simplicity, feedback, and communication structure
5. The model matters more than channel details
Process model ≠ channel details
Entities: campaign, form, report
The level where business meets IT
6. Universality costs more than it looks
No universality until needed
Compact core, specifics outside
A simple model serves the goal
7. Without Check and Act it is not a loop
Plan/Do: goal, campaigns, tests
Check: KPIs and deviations
Act: bids, content, resources
8. Architecture mirrors communication
Chaotic teams → sprawling system
Topology holds ownership boundaries
9. 02. Acquisition process
The acquisition loop and the team around it
10. End-to-end acquisition loop
Campaigns, content, client, tracking, and action — one system
11. The matrix works only with explicit boundaries
One loop for business and IT
Business sets the unit economics
IT covers many technology zones
Core gives tools, products deliver features
Works only with explicit boundaries
12. 03. Performance marketing on the web
Automating paid search, data, and decisions
13. The channel scales only through daily work
Campaigns: search, display, targeting
Scaling winners, killing losers
Analysis by channel, keyword, product
Semantics, bids, fast hypotheses
14. Without data it is not a loop
Campaigns, platforms, marts, and reporting in one process
15. Reporting closes the bid-management loop
Data, marts, clustering, bids, and reporting
16. Owner holds the goal, lead holds coherence
Product owner: goal and priorities
Lead: technical coherence
Developers and analysts: data and reports
17. A minimal stack, not a universal one
Python + Postgres + Rabbit
PHP + React + Material UI
Metabase for reporting
18. 04. Frontend tinkoff.ru
The main communication channel with potential clients
19. Public web: main acquisition channel
Every business unit is a stakeholder
Unauthenticated zone: first touch, forms
Public web ≠ internet bank
Every unit changes content fast
Frontend is a delivery platform
20. Thin frontend, thick engines
Thin frontend per product, thick backend of reusable engines
Frontend
Split by products
Shared blocks, forms, tracking
Change velocity
Backend
Separate services and engines
Content, rules, forms, events
Less duplication
21. Speed to products, reuse to engines
22. Team structure follows architecture
Core owns engines; product teams own business functionality
23. A wrong boundary turns speed into coupling
What stays in core and what goes to product teams
Core
Page and block engine
Form engine
Tracking, infra, contracts
Product teams
Business-line functionality
Pages, scenarios, blocks
Hypotheses, A/B, product P&L
24. 05. SEO
Where engineering principles meet delayed feedback
25. SEO shows where clean principles stop applying
Tasks
Optimize product pages
Unify pages and landings
Behavioral factors via personalization
Problems
Lag between action and result
Algorithms not transparent
Deadline beats the perfect model
26. 06. Personalization and tests
Conversion through hypotheses, targeting, and real-time feedback
27. Conversion grows through hypotheses, not releases
Hypotheses without a heavy release
Relevant content by targeting
Device, channel, and behavior targeting
Fast statistics back into decisions
28. Personalization sits on every user's path
A/B tests become system architecture
Load
On every user's path
Decisions must be fast and reliable
Failures show in conversion
Data
Many sources of segments
Real-time stats per variant
Logs → business signals
29. Personalization is architecture, not an interface
30. The personalization team is a platform team
Owners appear for domains, data, and infrastructure
Senior product owner: goal and priorities
Product owner: the system's backlog
Lead and infrastructure: platform reliability
Customers: experimentation loop
31. When principles can bend
Exceptions usually trace back to the project triangle
Time critical → targeted bypass
Budget limited → local solution
Volume grows → stricter prioritization
Name the compromise's reason and lifetime
32. A compromise is fine when its reason is named
33. Takeaways
Goal first — then process and architecture
Core where needs repeat across products
PDCA rests on tracking and analytics
Conway's Law shapes system and teams
efficient acquisition = process + architecture + team
34. Materials
Talk recording — HighLoad++ 2018
HighLoad++ 2018 abstract: highload.ru
Evolution of tinkoff.ru over 3 Years
35. Thank you!
polomodov.tech
All slides and links are in the Telegram channel
Alexander Polomodov, Development Manager, Tinkoff
@book_cube