【英文】TalkingData數(shù)字化運(yùn)營方案_愛茉莉

1、Strategic Cooperation DepartmentTalkingData Digitized Operation Solution1Digitized Marketing on Retail Industry Understanding of Current SituationDigitized marketing on retail industry Understanding of current situationThe lack of data accumulation, proper diagnosis and assessment system on operatio

2、n, 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?offline customer flow situ

3、ation, 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.Based on 360 customer profile, conduct group classificatio

4、n and group enlargementBuild 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 marketingUnawared in-store customers mobile devices ID collection of

5、f-line store customer flow statistical analysisOff-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 third party, combining all

6、 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 & third party data,

7、through ID Mapping to create unified labels of customersForm 360 comprehensive customer profile360 customer profileCentralized and unified big data management platformIntegrated current modules of big data platform Multiple sources of data infuseCentralized and unified big data platformThe Overall G

8、oals of Digitized Operation TalkingData Digitized Operation Solution- 外部數(shù)據(jù) - 企業(yè)數(shù)據(jù)采集前移 -New channel: mobile internet傳感器手 勢Off-site dataOn-site data交易門交互門公開市場門StorageDW & BIServer3 gates in data application for enterprises: big data accumulation & application still have a long way to goOpen Market Gat

9、e- Data from outside -Interaction Gate- Enterprise data collection moves forward -Transaction GateSensorGestureCore Members Segmentationkey value memberskey maintain memberskey developing membersKey retain membersNew membersActive membersSilence membersSleeping membersBusiness SceneApplicationCost M

10、anagementAnalysisMembership labeling managementOperation & sales managementCustomer relationshipmaintenanceData CollectionLayerNeedle（Wi-Fi）CRMIbeaconWeChatOfficial accountsAPPPOS&integration systemTD datasupplementTD datamarketData ProcessingLayerCustomer operationplatformClose loop marketingplatfo

11、rmSMC（Smart Marketing Cloud）Customer flow operation platformStatistical analysis platformData Application LayerData combining Data labelingClustering analysis modelOther algorithm modelsBusinesslayerApplication layerData layerBlueprint of the pan-membership management systemPerceptive membersCore me

12、mbersHigh-value membersImprove Membership Converge RatePotential membersPan-membership Management SystemTDData ConnectorHive(Basic attributes list)TD Bitmap數(shù)據(jù)源及數(shù)據(jù)屬性管理標(biāo)簽及標(biāo)簽分類管理Off-line computationSupport from multiple sources of dataCodeless & visible interface of metadata deployment (TD ETL)Flexible

13、 data structure Based on TD Atom Cube, high performance on data assessmentBatch updates based on timed tasksData MarketFirst party & third party data assessmentPan-membership main dataIDFAAndroid IDMACIMEIIMSILBSPhone #Citizen IDMembership #Open IDUsing ID Mapping technique, combining multiple sourc

14、es of data and manage with unified ID, in order to achieve pan-membership managementTalkingDataTDIDIDFAIDFVAndroid IDMACIMEIIMSIPhone # MD5IPLBSID correlated graphic techniquePCIPTVIMEIIPMACCookieMACClient Management SystemClient IDClient nameBrandCategoryRentAP Management SystemPhone #MAC OpenIDMem

15、bership Management SystemPhone #Member IDCitizen IDTransactionPointsTalkingDatas DataTDIDMobile device #Mobile device attributePopulation attributeApp interestsGeographic locationConsumption customFinancial standingConsuming capabilityCredit assessmentInvestment preferenceVehicle conditionAchieve da

16、ta property iterationEnsure the compliance of privatization deploymentNo data privacy violationNeutral third party standing Unification of usersData Matching and ConnectingTalkingData User Operation Platform - labels Labels that enterprise generated through its own business operation system“First pa

17、rty internal labelsTalking Data cloud labels and other labels from the third party“Third party labelsUsing DMP to create labels needed in business operation, including basic & system labels“Self-definedlabelsBased on labeling rule model, DMP integrates self-defined labels, first party internal label

18、s, along with the third party labels on data, to create elaborate definitions of labels on all people covered.TD now has 10 categories covering 900+ labelsTalkingData User Operation Platform - Group InsightGroup Insight includes profile dimension and index analysis dimensionProvide flexible setting

19、ability to support profiling and index analysisBusiness index analysis based on groupAvailable for subdivision analysis based on group attribute, and sub-group can be generatedTalkingData user operation platform - internal and external potential group miningAvailable to find similar group within the

20、 enterprise with LOOKALIKE algorithm to cross-marketPotential customers can be mined beyond the enterprise (TDs cloud market for example) through LOOKALIKE algorithm to provide precise group for marketingTalkingData customer flow operation platform - elaborate analysis ability on customer flowDivisi

21、on of 8 types of customer groups:Divide 8 types of standard customer groups such as new customer, old customer, project visiting, project staying,single store front, single store entering and single store staying Personalized setting of group definition (visiting, staying)3 categories 21 types 76 in

22、dexes in all:3 index dimensions: time category, space category and profile category, including 21 types such as customer flow, entering rate, staying rate, staying time, density of customer and app preference improvement degree Available for 1st party and 3rd party customer group index extension Tal

23、kingData customer flow operation platform - Ability to generate customer profile on the cloud regularlyGenerate store profile regularly:Each store would regularly (3 months as default) form customer groups cloud data profile Availble for profile comparison of different stores as well as different pe

24、riods in the same storeOffline customer group profiling based on cloud big data:Population attributes: gender, age, car ownership, marriage and children Consumption ability: phone brand, phone priceAPP preference: APP behavior preferance coverage degree, APP preferrence improvement degree (significa

25、nt or not)TalkingData customer flow operation offline Working & living analysisLiving place & working place:According to target customer groups off-site activities to calculate their living place and working place, then customer value and consumption ability can be inferredAvailable for comparison o

26、f different customer groupsTOP Living Place Recommendation:Provide TOP 10/20 community recommendation list and group percentage, based on geographical POI information and location informationTalkingData customer operation platform - Competitive brands analysis functionAP/WIFI collection tool of comp

27、etitive brands project: Collecct WIFI environment (SSDI of AP/WIFI) of competitive brands project through APP provided by TDAvailable for customer flow data uploaded by mobile needle Distribution of customer group radiation:Present distance distribution of customer group source in your own and competitive brand project, to evaluate customer group radiation ability of different projectsTOP 10 store ranking:Present customer flow ranking of sub-project (store) in your own and competitive brand projectCorrelation Index:Proportion represented by overlapping customer group betwe