(英文)TalkingData数字化运营方案-爱茉莉.pptx
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- 关 键 词:
- 英文 TalkingData 数字化 运营 方案 茉莉
- 资源描述:
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1、12022-7-24Strategic Cooperation DepartmentTalkingData Digitized Operation Solution22022-7-241Digitized Marketing on Retail Industry Understanding of Current Situation32022-7-24Digitized marketing on retail industry Understanding of current situationThe lack of data accumulation,proper diagnosis and
2、assessment system on operation,causing no way to deploy digitized operation CRM has accumulated a huge amount of data,but how to locate a customer precisely,and to build user circle?The lack of proper operation assessment system after the building of APP,data from online and offline are not linked?o
3、ffline customer flow situation,the membership conversion rate,customers profiles?How to operate while putting customers in the core and using data as the basis?By building DMP platform,we use data and let data talk,transforming the company into a data-driven one.42022-7-24 Based on 360 customer prof
4、ile,conduct group classification and group enlargement Build multiple ways to reach customers:online Ads,SMS,calling centers,and etc.Connect to marketing effectiveness data,in order to generate an effective closed marketing loop Multiple ways for closed loop marketing Unawared in-store customers mob
5、ile devices ID collection off-line store customer flow statistical analysis Off-line store customer groups profile detecting Off-line store customer flow analysisBy establishing Data Management Platform(DMP),it can connect with first party data,off-line customer flow data,and labeled data from the t
6、hird party,combining all three to illustrate a unified and standard customer profile.Meanwhile,it can build up a off-line/in-store customer flow analysis model and marketing model upon on the DMP,to meet the needs of operation department for customer analysis,marketing,and etc.Combine first party&th
7、ird party data,through ID Mapping to create unified labels of customers Form 360 comprehensive customer profile360 customer profile Centralized and unified big data management platform Integrated current modules of big data platform Multiple sources of data infuseCentralized and unified big data pla
8、tformThe Overall Goals of Digitized Operation 52022-7-24TalkingData Digitized Operation Solution62022-7-24-外部数据-企业数据采集前移-New channel:mobile internet传感器手 势Off-site dataOn-site data交易门交互门公开市场门StorageDW&BIServer3 gates in data application for enterprises:big data accumulation&application still have a l
9、ong way to goOpen Market Gate-Data from outside-Interaction Gate-Enterprise data collection moves forward-Transaction GateSensorGesture72022-7-24Core Members Core Members SegmentationSegmentationkey value memberskey maintain memberskey developing membersKey retain membersNew membersActive membersSil
10、ence membersSleeping membersBusiness SceneBusiness SceneApplicationApplicationCost ManagementAnalysisMembership labeling managementOperation&sales managementCustomer relationshipmaintenanceData CollectionData CollectionLayerLayerNeedle(Wi-Fi)CRMIbeaconWeChatOfficial accountsAPPPOS&integration system
11、TD datasupplementTD datamarketData ProcessingData ProcessingL LayerayerCustomer operationplatformClose loop marketingplatformSMC(Smart Marketing Cloud)Customer flow operation platformStatistical analysis platformData Application Data Application LayerLayerData combining Data labelingClustering analy
12、sis modelOther algorithm modelsBusinesslayerApplication layerData layerBlueprint of the pan-membership management systemPerceptive membersCore membersHigh-value membersImprove Membership Converge RatePotential membersPan-membership Management System82022-7-24TDData ConnectorHive(Basic attributes lis
13、t)TD Bitmap数据源及数据属性管理标签及标签分类管理Off-line computationl Support from multiple sources of datal Codeless&visible interface of metadata deployment(TD ETL)l Flexible data structure l Based on TD Atom Cube,high performance on data assessmentl Batch updates based on timed tasksData MarketFirst party&third pa
14、rty data assessment92022-7-24Pan-membership main dataIDFAAndroid IDMACIMEIIMSILBSPhone#Citizen IDMembership#Open IDUsing ID Mapping technique,combining multiple sources of data and manage with unified ID,in order to achieve pan-membership managementTalkingDataTDIDIDFAIDFVAndroid IDMACIMEIIMSIPhone#M
15、D5IPLBSID correlated graphic techniquePCIPTVIMEIIPMACCookieMACClient Management SystemClientClient IDIDClientClient namenameBrandBrandCategoryCategoryRentRentAP Management SystemPhone#Phone#MACMAC OpenIDOpenIDMembership Management SystemPhonePhone#MemberMember IDIDCitizenCitizen IDIDTransactiTransac
16、tiononPointsPointsTalkingDatas DataTDIDMobile device#Mobile device attributePopulation attributeApp interestsGeographic locationConsumption customFinancial standingConsuming capabilityCredit assessmentInvestment preferenceVehicle conditionAchieve data property iterationEnsure the compliance of priva
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