Offline Data in Online: Mobile Operators Data in Online Behavioral Advertising by the Case of Luxury Real Estate

Since the end of the 20th century, the large-volume, complex data sets has been exponentially increasing. It was caused by the invention of computer and the wide spreading of digital technologies. One of the main sources of big data is the Internet and social media in particularly. The percent of the Internet penetration in Russia reached 81% in 2019, that made the online behavioural advertising (OBA) one of the most efficient mean between advertisers and companies. Although it is customary to use online data in the OBA, in a recent few years other types of targeting have spread, for example, offline data of banks, telephone operators and tax services is using more and more often. The main aim of this study would be a deep learn of different types of data in OBA and a comparative analyse of effectiveness of online and offline data usage. The methodology will include expert interview with data scientists and online-marketers as well as multivariate experiment and comparative analysis. As a result it is expected to get a comparison of effectiveness between online and offline data usage in OBA, based on the example of luxury real estate advertising.