Beeline Uzbekistan Geonalytics helps business: Samarqand Darvoza Shopping center uses Big Data capabilities of a digital operator
Tashkent, Uzbekistan (UzDaily.com) -- Beeline Uzbekistan in conjunction with VEON AdTech, a part of the VEON Group, applied a personalized integrated approach to analyzing the number and composition of the Samarqand Darvoza shopping center visitors. This helps to evaluate the effectiveness of advertising integrations and increase the profit of the mall based on evidence-based data, algorithms and Artificial Intelligence.
Within the project in the summer of 2023 employees of Big Data, Artificial Intelligence and geoanalytics analyzed the mall audience and assessed the passing capacity of Samarqand Darvoza, comparing a standard weekday and days with promotions and activities inside the mall.
• The largest group of visitors are men from 26 to 35 years old, and the peak of attendance accounts for 21:00;
• More than 18,000 people a day visit Samarqand Darvoza shopping center;
• Tashkent and the Tashkent region are the largest source of visitors, while 15% of the guests came from other cities and regions;
• On a weekday, more than 14% of visitors came to the new playground, and almost 20% were interested exclusively in the food court.
Attendance is higher on weekends than on weekdays, but there are exceptions. For example, on the first day of Kurban Hayit, there was a decrease in the number of guests of the shopping center by 8%. VEON AdTech experts attribute it to the tradition of spending this day with family and loved ones. The findings of data analysts will help the management of Samarqand Darvoza to clarify the portraits of visitors, and therefore to use marketing tools to attract buyers more effectively.
— Big Data was processed in a specialized data center located in Uzbekistan. It was possible to analyze tens of millions of events and depersonalized datasets. For example, we processed cellular signal traffic by a number of special algorithms using methods of predictive analytics, triangulation and Artificial Intelligence. We also excluded random pedestrians and IT devices from nearby locations in order to increase the accuracy of the results, — said Bekzod Suvankulov, head of the Big Data department.
According to the results of the study, it was confirmed that on the average more than 18,000 people per day visited the mall. The largest group of visitors were men aged 26-35. In the age groups of 18-25 and 36-45 years old, men are also in the lead, but among the visitors of the older generation, women who came to the capital of Uzbekistan from the regions came to the shopping center more often. The share of Tashkent guests from other cities and districts of the country did not exceed 15%.
In the project participated experts from VEON AdTech, a member of the VEON Group. This high-tech unit specializes in modern methods of Big Data analytics, including development of unique product solutions for the study of consumer behavior and advertising business products. These software products have been adapted for Beeline Uzbekistan and implemented in other countries where VEON Group companies are based, such as JAZZ in Pakistan and Banglalink in Bangladesh.
— We are satisfied with the results of the project. Analytics have helped us to better understand our audience and its needs. We have already started using this data to improve our work, and we are confident that this will lead to an increase of the mall efficiency and profitability, — says Shokir Mirsaidov, Commercial Director of Samarqand Darvoza shopping and entertainment center.
The project became part of the cooperation between Beeline Uzbekistan and Samarqand Darvoza in the field of retail business analytics. In the future, the companies plan to expand the project and include more data on purchases and visitor behavior.
Geoanalytics based on Big Data of the digital operator helps businesses in choosing tenants, analyzing the necessary approaches in marketing activities, and personalizing offers for visitors. This increases the loyalty and volume of the audience, attracts new visitors and has a positive effect on sales growth in the retail and small wholesale business. Beeline Uzbekistan Big Data analytics with the support of VEON AdTech experts is becoming a popular tool for growth of traffic and sales in trade, services and restaurant business.
Unitel LLC has been rendering services using the Beeline Uzbekistan trademark since September 12, 2006. Beeline Uzbekistan is a part of the VEON international telecommunications holding with headquarters in Amsterdam (Netherlands).
VEON is a global digital operator that currently provides converged connectivity and online services to over 160 million customers in six dynamic markets. We are transforming people’s lives, empowering individuals, creating opportunities for greater digital inclusion and driving economic growth across countries that are home to more than 7% of the world’s population. Headquartered in Amsterdam, VEON is listed on NASDAQ and Euronext Amsterdam.
Beeline Uzbekistan has about 1.6 thousand employees. After the entry into the Uzbekistan market in 2006, VEON has invested more than 1.4 billion US dollars in the telecommunications industry of the country. Unitel LLC is one of the largest taxpayers in Uzbekistan. Beeline has paid an estimated 2 billion US dollars of taxes for the duration of its operations in Uzbekistan.
VEON AdTech is a subsidiary of VEON Group, which develops digital and performance marketing and modern advertising technologies, including its own programmatic platforms.
The company uses Big Data, Artificial Intelligence and machine learning technologies. VEON AdTech offers high-precision targeting services, market research, and analysis of customer activity in stores or traffic in selected areas. Digital marketing services are focused on businesses of any scale, from small to global, as well as the public sector.