Analysis will provide us with an accurate picture

A101 Group of Companies signed a cooperation agreement with VK during the St. Petersburg International Economic Forum. Cooperation with the IT company will help the developer design and build residential communities that are best suited to its residents and businesses operating in its area. Dmitry Tsvetov, director of corporate development at A101 Group, presented details of the joint project to CNews.

CNews: What joint projects do you plan to implement based on the agreement? Vika? What effect do you expect?

Dmitry Tsvetov: We plan to use digital services Vika in accordance with AI and Machine Learning identical VK Predictionas a tool that allows you to understand how the image of modern urban residents is changing and update your knowledge about your target audience. Developer They build housing within existing infrastructure. We are developing new territories, areas that often have no existing developments, which offers many opportunities. For example, being able to create an urban environment that truly meets all the needs of the client. All that remains is to understand what exactly is needed.

You can use the collected analytics Vika will allow us to better understand the people who have settled in our region. For example, assess the number of residents, their gender and age composition, the presence of children, what interests they have in our region, what they lack – that is, what they are ready or forced to seek in neighboring areas, in the center Moscow Or somewhere elseThat helps us equip these areas with the infrastructure that is most useful and most in demand by residents.

News: Does this apply to existing projects, or is this kind of analysis necessary for the design of new residential areas?

Dmitry Tsvetov: The analysis needs to start with the areas where people already live. In this way, we not only understand the “portrait of the territory”, but also the subtleties of people’s behavior and preferences. This will allow us to attract only businesses to our areas that residents need. Often developers who want to show diversity infrastructure attracting operators into projects where their services are far from the priority needs of residents. This is bad for both the developers and these operators’ business – even with subsidies, they will go out of business sooner or later. Our approach is exactly the opposite.

For example, if we realize that there are more people living in our area than the entire region’s population Moscow is interested in playing squash, then this would be the signal we are looking for Sporty Facilities built on the territory, operators capable of providing the service.

As our general knowledge base grows, we’ll get a better idea of ​​what’s worth designing immediately before we start building in a new area.

CNews: How did you research your customers before?

Dmitry Tsvetov: As I said before Hobby We specialize in surveys to get to know our clients during the home purchase phase. Cooperation with VK will allow us to understand more parameters about residents. We can’t create a questionnaire that takes no more than 10 minutes to fill out and at the same time understand all aspects of a person’s life, his Life-Style, while Vika Possibly. Of course, this data is provided in aggregate form, and it is impossible to pin the information on specific people, but the profile of the audience is much more accurate. In addition, the classic studies provide information on when they participated in the survey, as well as data Vika Updated real time which gives us the opportunity to resident Our region, so that their lives can be as comfortable as possible. If now in our region at least 10% real estate Allocated for commercial use (for reference only, developers usually have 56%), then this share can grow to 15% or more if only operators with demand functions are attracted to settle in.

CNews: Why were you chosen to do this job? Vikarather than other companies?

Dmitry Tsvetov: We had and still have other contractors, but each one has its own quirks and focuses on certain data, and VK is one such platform.

Dmitry Tsvetov: As I have already said, the amount of data to be analyzed is much greater. And it is analyzed at once. But life is constantly changing, and people’s interests change. This means that the area where they live should always be relevant to them. Vika It is possible to obtain information about how a person behaves on certain services. Based on this data, we can predict what will appear in the area. When this object appears, see how people react to its appearance and what impact it has. In other words, we always have the latest information on all residents. digital Technically this is impossible.

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