[2/3] Business lines, service lines and platforms @ T-Bank (Category Management)

I'll continue the first. posture about the structure of the company with the story of how we arranged the attraction, with which I started then in Tinkoff almost 8 years ago. Attraction is a canonical service line, this service line customers are business lines. The task from them sounds simplistic like this. With our business plans in mind, we need to attract X% of new customers. We have a budget for this Y million rubles We have models to evaluate the contribution of attracted users to the PnL product (In recent years, we have moved to LTV models.) In addition to such goals, there are also general advertising activities for products: TV, sponsorship contracts. (like). These costs are not always easy to allocate to a specific product, but they must be able to take into account. We also have channels to attract those that are 2022 The year was many times more, but now there are tools from Yandex, VK and so on, the work with which must be automated so that marketers, targetologists, performance managers and other guys from the service line were comfortable to work, and their managers were showered with current reports. We have internal tools ala advertising cabinet, which is integrated with external systems. It helps to manage advertising from a single place, controls and tips are built into it, and analytics from external advertising tools are pulled up. Next, this analytics is combined with internal information from the data platform in order to build end-to-end analytics taking into account offline events: meetings with customers, product issuance, product recycling, and so on. As a result, for each product and channel, you can get a report on how it feels and decide to start / stop attracting for a particular product or through a specific channel.

• Inside, we have an audience service that allows you to combine data on users (For example, what products do customers have?) And the commercials. As a result, we can target the look a like of users in advertising or, conversely, exclude some segments from targeting, so as not to show ads for products that customers have. Another important point is the attribution models. The bottom line is that selling a product often requires multiple touch points through different channels, otherwise the sale will not take place. But in simple tools, sales usually count towards the last touch – this can lead to local optimizations, when we throw out other touches, considering them ineffective and this leads to a drop in indicators. It is more interesting to build a more complex model of attribution that takes into account these features. For example, a lot of users read TJ (Tinkoff Magazine)But not many people make out products directly from there, but this does not mean that the information from the TZ did not help people in the future become our customers.

In general, this scheme works quite well and most of the above tools were made by my guys. 8 years:) This system has several hundred users on the customer side, where marketing teams within the service line are assembled on a product basis: marketing of deposit and settlement products, investments, payments and transfers, non-financial services and so on. And from the IT side, there are several dozen people who have gradually built this system.

Let me list some of the key people in business and IT: Once we started building this machine with Kirill Bobrov, who was then VP of Acquisition. Then he was replaced by Sasha Lebedinsky, who is the Director of Business Development and VP of Growth.

• Igor Postalenko is responsible for online marketing from Sasha, who was the main customer of these systems.
• On the IT side for marketing and advertising is Kirill Krainev, technical director of this department.
• Advertising cabins were made by Sasha Gaidukov, the head of the department, which I am still years old. 6 backstaff There are hundreds of people inside that we wouldn’t have done this without. Thank you guys for your work.

#Management #Leadership #Software #Processes