Rambler is a Russian media company that personalizes content for its 2.8 million daily visitors across more than 2,000 partner media resources. To improve its personalization algorithms, Rambler implemented solutions from AT Internet to analyze the relevance of recommended content and measure personalization accuracy. This led to a 32% increase in click-through rate for personalized content. Now Rambler can closely track personalization performance and generate over 1.2 million daily clicks on personalized content and materials.

1. Solution:
Analyzer with
DataExplorer
“At Rambler we don’t like
measuring things just
to obtain numbers. The
AT Internet solution has
provided us with answers
to specific questions and
has helped us simplify our
business tasks.
The tool is both powerful
and flexible and we
have a set of standard
reports which are easy to
use without any specific
training. Data analysis is
no longer a privilege but a
regular task for the team.”
Dmitry Alekseev
Head of Infrastructure Dept.
THE CHALLENGE
Optimising content personalisation algorithms to provide the
right people with the right content.
The content to be displayed is carefully selected from more than
2,000 partner media resources. Rambler’s objective is to create a
new type of data-driven media. Average daily audience figures for
the portal include 2.8 million visitors, 8.9 million page views [1], with
each visitor getting to see exactly what they want.
How is this possible? The answer lies in content personalisation
algorithms based on profiles and browsing behaviour. In order to
increase the performance of the algorithms at Rambler we need to
understand how accurate our current personalisation techniques
are, paying particular attention to the relevance of recommended
content.
This is a somewhat complicated task for several reasons:
• Different material can appear in the same position for different
visitors. We therefore have to analyse the popularity of the
material, not its position as is usually the case.
• Considerable traffic volume.
• Complex segmentation involved in the analysis. For example,
analysing the behaviour of organic audiences using specific
portal services.
Rambler chose to implement AT Internet solutions to help solve this
puzzle.
RAMBLER.RU
Rambler increases its click-through rate by 32% thanks to AT
Internet’s digital analytics solutions.
MEDIA/PUBLISHING
/ USER STORY / RAMBLER.RU www.atinternet.com

2. AT INTERNET / USER STORY / RAMBLER.RU
THE RESULTS
What has been the outcome?
The maximum click-through rate (CTR) for personalised material has
increased by 32%.
Since implementing the AT Internet solution Rambler is now able
to estimate personalisation accuracy for the entire portal and the
different services that it contains. Complex segmentation is used
heavily for marketing campaigns, partner programmes, loyal core
audience, users of specific services, etc.
The following figures illustrate the success that Rambler has had to
date:
• Daily clicks on personalised material rose from 990,000 in April
2013 to 1.2 million in June 2013 [1].
• Click-through rate (CTR) analyses show that Rambler’s core
audience as well as new visitors like personalisation.
• Rambler generates more traffic to partner media sites than
social networks including Facebook and Twitter. During April
2013 Rambler generated 1.134 million clicks to Russian media
resources, whereas Facebook and Twitter generated 401,000
and 420,000 clicks respectively [2].
References
[1] Based on AT Internet data for the period 1st April 2013 – 18th June 2013.
[2] http://www.cossa.ru/news/244/39288/
www.atinternet.com
MEDIA/PUBLISHING