数据资产-数据价值课件.pptx

1、数据资产数据资产 数据价值数据价值绫致时装集团 IT Director常飞关于绫致时装集团BESTSELLER丹麦丹麦20+品牌POVLSEN家族70+市场ONLYONLY&SONSOUTFITTERS NATIONPIECESPRODUKTSELECTEDVERO MODAVILA CLOTHESY.A.S1975年年创立JACK&JONESJUNAROSEJAQUELINE DE YONGLITTLE PIECESLP BOYSMAMALICIOUSNAME ITNAME IT LIMITEDNOISY MAYOBJECT COLLECTORS ITEMiShiiA hgeszu Hulu

2、nbeierQitaiheHarbin Mudanjiang SuifenheMudanjiang,SongChangchun,Jilin Yushu,Siping,Yanji,Dunhua,Meihekou,Gongzhuling,TonghuaChifeng Anshan,Dandong,Panjin,Jinzhou Huludao,XingchengJinzhou,BUrumuqiLiao YangErlianhDatongaoteEerdouTieling,Haicheng,Dashiqiao,Yingkou,Benxi Liaoyang,GaizhouBenxi,sTiaDalian

3、BaoShijiazhuangqinhuangdaon njinK YangquantouTaiyuanuJinanDongying,Jining Binzhou,Dezhou ZouchengJining,YinchuanLinfene ShizuishanJXrliiLanzhouWuhu,Linyi,lianyungangJinchengnn A YunchengLXuzhou,KaifengTaian Yangzhou Gaoyou,Baoying,Jiangdu,Jiangde,YizhengYangzhou,Hebi,Xixiang RMengcheng Yanchlai Xinx

4、iangYantai,Weifang,Laizhouan,Haimen,Rugaoh Xinxiang,Bengbu,Huainan,Nantong,Danyang HaiDanyang,Jiaozuo,ChannsShiyanaChangzhou,YixingQidong Sanmenxia a Pingdingshan Xuchang HuaiyuanW oz NanjinghXe Yibin,Xiangfan o Hefei,Wuhu,Xuancheng Nanyang,Yushu hGuangyuan,Mianyang,Santai,Shehong,Jiangyou iAini,L a

5、 JiaxingZhongjiang,Bazhong,Guanghan,Dujiangyangun c Yichang Wuhan Jiujiangh i nl l Huzhou,Zhenjiang,ZhangjiagangSuzhou,Jiangyin,HainingDeyangn HoHuzhouShanghaiM o lningguo Qk he nHangzhou zhoushan,Fuyang,Shaoxing,Wujiang,BozhouHangzhou,Zhenjiang,ZhangjiagangJin a ya Nanchang,nanchangin y a en aoWenz

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7、,Lishui,CixiLiaoyuan,nanzhonggTaizhou,Yongkang,Dongyangnxian Shaoyang Xiangtan,LoudiTongliqionglaiChhlu Liupanshui HuaihuangGuiyangGuilinaayZGuangzhou hGanzhoui KunminggPanzhihua,Xichang,Ziyang,Renshou,Chenzhou,HengcShantouQuanzhou,Fuqing,Jinjiang,Shishi,JurongQuanzhNanning Yulinz ShenzhenZhuhai h *

8、DongguanaZhanjiang Fosha 909nn108528163 2107554 38 4 108 175BESTSELLER中国中国-绫致时装绫致时装1626602915129657746227660070257218 7191823230353218266 35747143873485142114893031997 1998 1999 2000 200120022003200420052006 200720082009 2010 2011 2012 2013 2014 2015 2016 2017ONLY2000Taizhou,直营店铺直营店铺24455682484Wuxi,

9、Changshu,Wuxi,Jiangyin,TaizhouTangshan,Zunhua,QiananChangzhou,Yixing ,Jiangyan,Yancheng,HuaiAn,Suqian,Shuyang,Pizhou,Ninghai,Huaibeio1336e Xi261419361021 Changde,Ziyang yangJ&J1918SLT1272VM2001ManzhouliQiqihaerDaQing YuanBeijingHuhehaote,wuhai aodiAnyang Weihai,Zibo,Taianz g ZhengzhouT i engChongqin

10、g,Enshi,nZunyioyg u Huangshi,Ezhou,Huanggang,Jingjiang 7105062390131501180131828161970 Haikou SanyaYn nkei Shuangyashan,Jixi,Jiamusi,FujinSuihuaFuxin Fushun,Chaoyang,KaiyuanShenyang Qingdao Fuzhou Longgang Yongkang,DongyanghouBayannaoer gXiningBaoJi Yantai,Weifang gzhia SuizhouShifang Wanzhou Jingzh

11、ouMianzhuChengdu auxi Xiamen LonggangX on n i a Liuzhou u a c Y Suzhou,Changshu,Haining,Taicang626370256710653011072187191全直营全直营全国零售店铺全国零售店铺7,700家家50%BESTSELLER丹麦丹麦50%两位联合创始人两位联合创始人从数据，到数据资产Customer数据散落分布缺少360客户画像与客户互动缺少有效工具与方法没有营销效果监测从数据到数据资产从数据到数据资产数据数据Bestseller数据资产解决方案数据资产解决方案CustomerBestsellerD

12、MP数据打通消费者认知、兴趣、购买、忠诚及分享反馈的全链路数据可视，可追踪，可优化品牌策略、品牌传播、品牌运营全方位精细支撑客户行为数据客户行为数据实时数据实时数据全渠道场景全渠道场景Bestseller CRMMember InfoMemberID&InfoCustomerInsight/ProfileCustomerStore WIFIUser Info(Authentication)Device Infor(Not logging in)Traffic&MovementOnline AnalyticsCritical Step 1:Data CollectionMarketing Man

13、agement On PremisePhone#/WeChat IDDevice InfoDevice InfoDMP On PremiseCritical Step2Data EngineeringMarketingScenariosOffline/In StoreIn StoreSAAReal time ContentsCritical Step 1:Data CollectionEvent ManagementMarketing Cloud SAASIn ScopeAD Tracking SAASCustomerInsight/ProfileTmallJDH5MarketingScena

14、riosOnline/M-APPsPush Messages AD ContentsCritical Step 3:CustomerAwarenessCritical Step4:Assessment绫致绫致 DMP+Marketing Cloud Solution数据驱动增长-效果为王！数据资产到增长数据资产到增长交交 企业一、企业一、会会易易 二方数据二方数据 员员活动活动三方三方数据数据LBS兴兴趣趣年年龄龄数据运营数据运营业务场景业务场景会员：折扣季会员：折扣季（频率、品牌、（频率、品牌、客单价）客单价）会员会员+拉新：拉新：异业合作异业合作（数据（数据的合作；告别纸质优惠券时代）的合

15、作；告别纸质优惠券时代）拉新：拉新：朋友圈投放、朋友圈投放、HeroAppRe-targeting：（店庆引流，：（店庆引流，新款推荐）新款推荐）VVIP 客户关怀客户关怀新店引流新店引流以人为本以人为本顾客顾客导购导购数据资产效益量度化折扣季数据化运营折扣季共推送短信4次，推送人数共计61,369,585(非去重)，511,374人人(非去重)发生购买，产生GMV共计396M元元其中：注册未购人群：15M 元，元，沉睡人群：19M 元，元，活跃人群：253M元元订单数 648,763单单购买人购买人511,374GMV3.9亿亿订单数订单数64万万ROI94数据资产效益量度化数据资产效益量度

16、化屈臣氏线下数据化运营屈臣氏线下数据化运营 数据目标：观察和总结活动对各组人群的影响和作用；会员目标：提升品牌活跃度与客户好感度；业务目标：例：目标潜客VPC的提升 拉新目标：拉动新会员激活与新订单产生；GMV：8326万万+ROI：3514%数据资产效益量度化数据资产效益量度化Yoga线上数据化运营线上数据化运营 业务目标:低客单价活跃人群VPC的拉升 会员目标:静默客户唤醒 实现GMV净新增 达：2466万万+234,703人人领卡成功，感受到品牌会员权益列2活跃客户活跃客户列211%挽回流挽回流失用户失用户75%28%提升提升客单价客单价72%10%销售额贡献13%销售额贡献从未购买从未

17、购买两年内未购买两年内未购买54%销售额贡献客单价超过客单价超过1200元元客单价低于客单价低于1200元元DMP技术平台部署搭建技术平台部署搭建l DMP平台规划和搭建l 接口调研和规划l 数据应用研发及部署标签体系梳理标签体系梳理l 标签体系梳理l 数据打通规则制定l 外部数据源接入广告投放广告投放人群挖掘和人群扩大DSP平台接入效果评估l 第一方数据导入l 数据打通和标签体系建立l 顾客360度画像顾客画像实施顾客画像实施完善用户权限管理完善各应用场景统计报表完善前端数据展现平台完善平台完善123546平台建设及数据完善平台建设及数据完善用户洞察及潜客挖掘用户洞察及潜客挖掘广告投放及效果监测广告投放及效果监测l 需求调研和试点门店部署l 客流分析和客群画像l 整体推广线上、线下数据采集系线上、线下数据采集系统搭建统搭建数据驱动增长数据驱动增长THANKS