Shulou(Shulou.com)12/24 Report--

How does data drive consumer value improvement? Around this topic, Liu Yang, general manager of Shenze data Brand Retail Division, made a complete sharing from three aspects: operational challenges, value propositions and solutions.

I. challenges faced by digital operations

At present, many enterprises are faced with the confusion of how to use data. In this regard, I think that the data usage of the enterprise can cover the following four scenarios:

1. Data can be connected with global services. The brand has a large amount of data, many kinds, exist independently, and form a data isolated island, which is not really associated with the card points of the business link, and needs to be connected with the business action.

2. Make business insights through data. Multi-dimensional data analysis, combined with business model, data modeling, analyze the context and development trend of each business link data, and evaluate the health of the business, that is, sustainability.

3. Pertinently collect data. Platform TA data quality analysis and evaluation, quantitative and qualitative data types, accurate data burying points, selection of appropriate data tools, targeted collection, twice the result with half the effort.

4. Screen valuable data. There are many sources of data, so it is necessary to identify the false things and retain the real things, and screen the data of key business scenarios, core groups, important channels, the best path and effective feedback.

So how to break through the dilemma of data and realize the efficient use of data? You can start with four steps:

First, user value layering and portrait insight. Quantitative analysis of user life cycle, value stratification and crowd portrait to find the target group.

Second, insight into the transition path of the crowd. Through the in-depth insight into the transition proportion of different segments of the population, we can find and formulate the operation strategy suitable for this group.

Third, operational strategy coverage and factor insight. Based on the comparison of different groups and operational strategies, the key factors affecting their transition and transformation are found.

Fourth, the iteration and comprehensive precipitation of the operation strategy. Through the creation of operational strategy database, the use of digital operation escort and other forms to achieve the landing of data in the business scene.

At the same time, we believe that the core of enterprise digital transformation should complete the construction of data system, methodology system, operation system and marketing automation system.

The core purpose of the landing of all the above strategies and systems is to turn massive data streams into business cash flow. Shenze data is based on the three major engine product systems proposed by customer itinerary scheduling (Customer Journey Orchestration, referred to as CJO), which brings value to this business goal.

Second, Shenze data user operation value proposition

Different from the traditional user operation, digital user operation takes "people" as the core, "deep-link stock operation, reducing loss, promoting repurchase / cross-marketing" as the operation goal, consumer market penetration, target consumer wallet share, loyal consumer marketing efficiency as the core operation KPI, through the promotion of LTV to achieve long-term growth of consumer value.

However, it can not be ignored that in the process of digital user operation, enterprises may also face pain points such as lack of policy system coverage, breakpoint of user journey, lack of effective strategy, lack of evaluation of strategy effectiveness and so on. How to deal with it? Enterprises can enhance users' positive perception of the brand through marketing strategy at the key links of the customer's journey. Therefore, enterprises need to find the key points that can help users build their minds at different stages of the customer's journey, so as to achieve the promotion of long-term value.

In view of this, Shenze data puts forward the MTAOO methodology based on CJO to help enterprises locate the pain points of the journey and accelerate the digital operation of landing.

Map: describe in detail every interaction between the enterprise and the customer, form a journey map of different roles and businesses, and accurately show how different customer groups experience the product and its stage migration process.

Track: identify the key contacts in the customer's journey, and integrate the data from various channels (such as App, Mini Program, official account, WeCom and other scenarios) to establish a comprehensive customer contact recording system for the enterprise and complete the integrated multi-bit data infrastructure.

Analysis (Analyze): set key indicators according to different stages of the customer's journey, conduct in-depth data analysis, diagnose the continuity of the journey, and then identify pain points and potential opportunities for improvement.

Orchestrate: on the basis of data analysis, according to the value of different customer groups, strategically arrange customer journeys to ensure that at the right time, through the right contact, deliver the most appropriate content, and further enhance customer experience and value.

Optimize: continuously pay attention to the changes of key indicators and dynamically adjust the customer's itinerary scheduling strategy to ensure that the customer's journey is always best guided and optimized.

Third, digital operation solution based on brand business understanding.

Shenze data is based on the concept of CJO to help enterprises break through the dilemma of users' journey, and achieve business growth and value creation through accurate positioning of people not covered by strategies, effective strategies that can be expanded, and strategies that can be optimized in cost.

Specifically, Shenze summarized the implementation path of the user operation strategy system, including six major links.

1. User value layering

Fundamentally, through life cycle + RFM stratification, enterprises can cluster members with the same growth law, summarize the growth stratification threshold, and achieve the goal of fine operation and full coverage of members.

Among them, the core thing to do is to optimize the overall efficiency of effective marketing expenses, and to make clear in which link the ROI of marketing expenses is higher. Only by completing the user layering can the enterprise make the strategy landing more grasping, and finally realize the fine operation of "thousands of people and thousands of faces".

2. Portraits and preference insights of subdivided groups

Through algorithms and clustering insight into consumer behavior and preferences, circle people with the same characteristics, mine their effective marketing strategies, and study the impact of strategies on this kind of population.

3. Insight into the transition path of subdivided population

Through insight into the proportion of people who "increase frequency" and "increase amount" in different life cycles, we can find the applicable marketing strategy.

4. Insight into the coverage effect of existing operation strategies.

Through a comprehensive insight into consumers' time preference, channel preference and commodity preference, we can understand the differences in the effectiveness of operation strategies for different consumer groups.

5. Further find the factors that affect the effectiveness of the strategy.

Through the insight into the crowd coverage of the existing strategy, the landing effect and feedback of different strategies, the landing comparison of the strategy is carried out to verify the effectiveness of the strategy.

6. Strategy adjustment and effect review

Strategy effect and crowd coverage is usually a "seesaw", which requires a continuous review of the effect. The strategy is adjusted and optimized through the indicators such as strategy GMV, strategy population ARPU value, strategy ROI, strategy conversion rate, number of strategy participants and so on, in order to optimize the global allocation of limited resources.

Finally, through the above steps, the enterprise can easily precipitate the user lifecycle operation strategy base.

As a professional digital customer management software provider in China, Shenze data has a highly open product architecture and flexible ability to be integrated, landing digital customer management solutions, as well as complete data security and compliance system, based on the concept of CJO put forward three major engine product system, enabling enterprise users to insight and operation strategy landing.

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