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In the era of digital transformation, the importance of customer experience is self-evident, and various industries start the race around digital customer management.

As a professional digital customer management software provider in China, Shenze data quickly seized the key opportunity of customer management to put forward the MTAOO methodology and release the product system of three major engines, so as to promote enterprises to do a good job in the "battle" of customer itinerary scheduling (Customer Journey Orchestration, referred to as CJO).

In this article, according to the complete sharing of Shenze data co-founder & CTO Cao in the Shenze 2023 data-driven conference, you can follow the official account of Shenze data, watch the full-page live playback and download the speech documents.

First, the summary of the concept, the new solution of enterprise digital customer management.

Cao stubbornly believes that in MTAOO methodology, Map is a business action, and Track, Analyze, Orchestrate and Optimize are the core links of digital customer management, which need to be supported by a powerful digital engine.

● embedding link, enterprises can build data foundation through customer data engine (CDP), providing a powerful data base for journey analysis, insight and orchestration optimization.

● analysis link, using customer journey analysis engine (CJA), from user behavior to business analysis insight, making customer journey visible and traceable

● choreography and optimization link, through the customer journey optimization engine (JOE) to achieve personalized journey interaction and traction of different customer groups, and real-time feedback results, constantly optimize user experience and promote the transition of user value.

Cao stubborn mentioned that over the past eight years, Shenze data has cumulatively served 2000 + enterprises in more than 30 industries, and based on the individual needs of enterprises and the value expectations of digital operation, summed up and determined the business value of the three major engines, and then completed the overall product architecture design.

At the bottom of the product architecture is the customer data engine (CDP), which supports the import of all kinds of data, including behavior data, as well as two-way mapping with the existing data warehouse of the enterprise.

ETL and modeling; new CDP based on stronger capabilities

On the base, the user behavior-oriented analysis engine has evolved into a brand-new customer journey analysis engine (CJA); Shenze Intelligent Operation has been upgraded to a customer journey optimization engine (JOE).

At the same time, Shenze Advertising Analysis can further help enterprises to complete in-depth analysis of global data, and Shenze A / B testing can help enterprises improve the efficiency of product iteration and operational activity strategy optimization.

Second, product details, the value of the three engines in the landing practice of enterprise CJO

(1) customer data engine CDP (Customer Data Platform)

Customer data engine, namely CDP, consists of four capability layers: data integration, modeling, processing and service. Each layer is decoupled and connected with each other, and provides powerful, unified, flexible and self-service data application capabilities for enterprise business systems, BI and marketing platforms.

Overall, the core advantages of Shenze customer data engine include three points:

First, real-time (Real-Time). Due to the diversification and personalization of business scenarios, real-time endorsement is required for customer journey analysis and customer journey scheduling. Shenze CDP

It is committed to creating multi-level and multi-faceted real-time data capabilities for enterprises, including real-time labels, integrated audience computing engines, etc., in order to support the analysis and marketing needs of enterprises under different time requirements. Real-Time

The design concept and product capability are the original goals of Shenze CDP in technical and architectural design.

Second, self-service (Self-Serve). Driven by the self-service capability of Shenze CDP, business people can complete data modeling and architecture on their own, which can not only fully improve the efficiency of scene landing, but also reduce collaborative roles and processes, and truly achieve independent modeling of roles needed by data applications.

Third, openness (Open API). In different stages of digital transformation, different industries and different types of enterprises put forward different requirements for CDP, a good CDP

Should be able to empower business, help business platform products, can be like building blocks to adapt to the different needs of different enterprises. Based on this, Shenze data fully supports a variety of open capabilities in all aspects of data integration, modeling, processing and application.

API and plug-in way to cooperate with customer's business system to achieve better integration.

In addition, it is worth emphasizing that Shenze data introduces a new two-way data mapping scheme, and we hope to make use of this technical scheme and the concept of "ZeroCopy" for CDP

Data integration solution brings a new paradigm. At present, in this scheme, we simplify the process of data import and export as much as possible, and implement CDP.

The underlying data table and customer warehouse table read and write in both directions, and only one piece of data is stored, which eliminates the data diff from the source, and realizes the real seamless link between the underlying data warehouse and the upper business applications.

The core value that Shenze CDP expects to help enterprises achieve is data activation (Data Activation), which processes and models the massive public and private domain data deposited during the customer's whole life cycle journey through the ability of Shenze CDP to better support the upper data application products, that is, customer journey analysis and customer journey optimization, and stimulate the true value of the data.

(2) customer Journey Analysis engine CJA (Customer Journey Analytics Engine)

From the Internet era to the digital age, from the traffic dividend to the contact dividend, the business needs of enterprises have also changed from "in-depth user behavior analysis" to "personalized, omni-channel consistent customer experience".

In this context, the essence of CJA is to help enterprises effectively link their users, business personnel and business results.

Closely combine to enhance the core business value. Therefore, on the basis of the original user behavior analysis, CJA has made a further upgrade around three aspects: user link relay, data rendering ability and platform expansion.

1. Link force

(1) Omni-channel and contact links

In the user journey, the whole life cycle of the user, including customer acquisition, silent user awakening, lost user recall, etc., all need to apply matching marketing strategies. But at the same time, the contacts of different promotion channels are scattered and the types of activities are diverse, which leads to the identification of user sources, the transformation of related users and the evaluation of marketing effect.

In view of this, Shenze advertising analysis can give full play to its value. First of all, with regard to the identification of user sources, Shenze Advertising Analysis provides enterprises with user-level attribution ability to clearly identify where users come from. Secondly, with regard to the relevance of user transformation, enterprises can rely on Shenze data's powerful data compliance collection and

ID-Mapping

Ability to get through global full-link data and associate user lifecycle transformation behavior. Finally, with regard to the evaluation of marketing effect, Shenze data provides enterprises with strong Kanban and analysis capabilities to help enterprises comprehensively evaluate the performance effect of marketing strategies at all levels from the indicators they are concerned about.

In addition, Shenze data is based on CDP data fusion and modeling, and can fully support the fusion and analysis of business data and user data. Based on this, enterprises can link business data sheets with users and get through the data, so as to achieve a comprehensive analysis of more relevant indicators in addition to the conversion rate, including commodity preferences, labels, turnover, transaction efficiency and so on.

(2) the penetration and insight of the whole life cycle.

User travel is a broad concept that covers different aspects of the business from micro to macro. Microscopically, it refers to the jump of the user in each key node of the product in a specific use scenario; macroscopically, it refers to the definition and flow analysis of the user on each node in the whole life cycle. Based on

CJA's latest product capabilities, Shenze data support enterprise integration analysis of micro and macro journey description, comprehensive insight into the complete life cycle journey from micro to macro.

(3) Attribution insight of journey nodes.

In addition, it is worth noting that CJA

Another important ability is attribution insight into key behaviors or key nodes. Shenze data provides enterprises with dynamic time alignment capabilities based on users' key nodes, for example, enterprises can recharge VIP according to users.

And then complete the in-depth analysis of behavior distribution, retention, LTV accumulation and so on. This capability can help enterprises to analyze the customer journey after dynamic time-space alignment to gain a more accurate insight into the customer journey.

2. Drawing force

While continuously improving the analysis ability, Shenze data also further strengthens the output ability of the analysis results, that is, the ability to draw the analysis results of the whole journey. Enterprises can directly present comprehensive results in the form of drag-and-drop interaction on the visualization platform, so as to improve the efficiency of visual output.

At present, the visualization module of CJA can support the management needs such as authority, scheduling, consanguinity, application and statistics that enterprises often encounter, making the collaboration process of different roles more convenient, compliant and secure.

3. Expansion force

The expansibility of the platform is also one of the key factors that determine whether the analysis can really communicate with the business process and give full play to its value.

Through the index platform and business model, as well as the control of roles and permissions, Shenze data can help enterprises to manage and control the whole process of data analysis more safely and efficiently.

At this stage, Shenze data provides enterprises with product-oriented real-time early warning capability, continues to enhance the richness of data subscription and scheduling, and maximize the business value of data analysis; provide enterprises with the resource occupation analysis and diagnostic analysis capabilities of the analysis platform, and further help enterprises to realize the operation and optimization of the entire analysis platform.

(3) customer Journey Optimization engine JOE (Customer Journey Orchestration Engine)

After several years of product iteration and thinking, the four service capabilities of Shenze customer journey optimization engine can be summarized as audience service, journey scheduling service, channel message service and content decision service.

From the very beginning, JOE has emphasized API First, the core of which provides open interface capabilities for enterprise developers and business teams, of which the core is audience services and itinerary services.

1. Audience service

The underlying capability of audience service is also Shenze CDP, which provides enterprises with components and interfaces for crowd selection, which can be conveniently and flexibly implanted into the enterprise's own business system, help enterprises achieve low-cost audience selection, and support offline and online query methods. Among them, online query can support the high concurrency demands of enterprises.

At present, the typical application scenarios of JOE audience service mainly cover:

● enterprise micro-marketing: achieve user behavior based on omni-channel, tag for fine audience selection and reach

● pop-up window operation: select users who meet different pop-up window conditions for personalized pop-up window display

● raffle: select the target crowd and set different raffle probability

● blacklist filtering: blacklist users are selected based on user attributes and behaviors, and intercepted before marketing is reached

● Banner operation: cross-platform control of visible population and frequency of different Banner bits

……

2. Itinerary scheduling service

The core product of JOE itinerary choreography service is the process canvas, which is flexible, timely and scalable.

In addition to providing standardized and interface tools for enterprises, Shenze data enables enterprises to flexibly create and manage operation strategies and user journeys in the form of API, and can also develop platforms that meet their own business requirements based on API, and integrate them with other business capabilities, so as to truly realize the personalization and professionalization of scenario construction and tool capabilities.

With regard to A / B testing, Shenze data launched intelligent shunting this year, which can calculate the winning rate of each group in real time, maximize the use of traffic, and quickly improve efficiency. In terms of the type of experiment, Shenze A / B

Testing can cover a more comprehensive business scenario, with a new "father-son experiment" to achieve traffic inheritance and control. In the aspect of effect evaluation, Shenze data provides a global perspective of blank domain comparative analysis, which helps enterprises to quickly measure the test results of various business modules and master traffic applications globally. All these abilities can be passed.

The form of Open API carries on the anytime access around the enterprise workflow to complete the docking with the business system.

In addition, based on the open ability and API First concept, Shenze data has established a good ecological cooperation relationship with NetEase Cloud Merchants, Love Design, sentence interaction and Mushroom Wealth, focusing on the three core scenarios of marketing contacts, marketing content construction and marketing application empowerment. We also look forward to the participation of more enterprises!

Third, it has outstanding advantages and strong enterprise-level software engineering ability.

As a professional digital customer management software provider in China, software engineering capability is also the core competitiveness of Shenze data.

In order to respond to the national information security strategy, improve the self-sufficiency rate and self-control level of domestic information technology, and meet the needs of domestic substitution and transformation of Xinchuang project, Shenze data has completed various domestic operating systems, databases and

CPU adaptation work, and in a number of enterprise customers in the process of cooperation to achieve the landing, and achieved ideal results. At the same time, Shenze data can also provide enterprises with technical support and guarantee services related to innovation.

By deploying and upgrading the stability and efficiency of operation and maintenance, Shenze data can provide containerized deployment for software and hardware environments such as public cloud, private cloud, physical machine, etc., solve various heterogeneous problems and improve efficiency.

At the same time, Shenze data can provide an interface one-stop operation and maintenance solution for the rich big data ecological components through the self-developed management platform.

In order to reduce the cost of enterprise use, as well as the operation and maintenance costs of Shenze data and ecological partners, Shenze data developed an operation and maintenance workbench to precipitate daily operations into SOP to meet the needs of enterprise installation, upgrade, configuration change, business monitoring and fault handling, and clearly presented on the workbench to provide enterprises with higher quality services.

In addition, Shenze data focuses on product performance. In the past year, Shenze data has continuously optimized query and storage performance, and fully supported the elastic architecture. Now it has achieved the architecture separation of storage, query and import. And each of them can support multiple capability levels of configuration and flexible scaling on various public clouds. Combined with their own actual business needs, enterprises can flexibly combine the best scheme according to the peak and trough distribution of traffic, so as to maximize hardware cost savings.

It is worth noting that, in order to better support the personalized secondary development needs of different enterprises, Shenze data continues to expand the boundary, opening up four practical capabilities. First, the front-end plug-in, embedded page, transformation

UI; second, business capability plug-in, open all kinds of channels, access to more data sources, achieve group push; third, Open

API, docking various internal and external systems to accelerate data flow to meet the needs of multi-business scenarios; fourth, special open services to provide comprehensive open solutions for special business scenarios.

Fourth, explore the future, Shenze AI decimal point to enable digital customer management

At present, predictive artificial intelligence has achieved great success, creating great commercial value in advertising, search, recommendation and other scenarios. Nearly 10

In recent months, large model technology has brought us into the era of generative artificial intelligence (AIGC), and has been widely used in many industries to improve individual work efficiency. We have reason to believe that we will soon usher in a wave of independent agents and eventually move towards general artificial intelligence (AGI) one day.

The new wave of AI revolution also has a profound impact on the digital customer management of enterprises. In this regard, Shenze data has done a lot of exploration and attempt.

In the process of customer journey analysis, Shenze data constructs data analysis Copilot to support enterprises to analyze and query through natural language to gain comprehensive insight into customers' journey; in the process of user operation, Shenze Copilot can help operators to complete journey scheduling at a lower cost.

In addition, we are also exploring how to make large models automatically form insights based on data, or even automatically orchestrate strategies based on the results of data analysis.

At present, Shenze data Analysis Copilot has been officially released, you are welcome to search Shenze data official website to consult customer service immediately for free experience.

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