Elaboration of a Customer Acquisition Program for the RosDomofon Service

Student: Dyakonova Aleksandra

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

The paper presents the results of a qualitative and quantitative study of consumers of "smart intercom" application RosDomofon. The study was conducted through an in-depth interview with the CEO of the company and two directors of telecommunications companies that are partners of RosDomofon. A survey of current users of the application was conducted. 392 people took part. As a result, the main motives for using the application, gender and age characteristics, marital status and the presence of children are identified. The experiment was conducted and a test advertising campaign was launched for 4 partners in 3 million-plus cities: Krasnoyarsk, Novosibirsk, Voronezh. The results of the experiment showed effective channels for attracting users to the application and helped to build an attraction program for other RosDomofon partners.

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