1. Introduction to Panoramic Insight
1. Industry background
In the intelligent digital era, data has quickly become the most strategic asset of enterprises regardless of form, format and type; data assets have become strategic resources that can form business insights and advantages, and the volume, diversity and complexity of data are also positive. Increase exponentially. Just like other important corporate assets, data requires appropriate management and governance levels to ensure that its potential value is recognized and brought into play.
2. Basic concepts
The DMP data management platform is the abbreviation of DataManagementPlatform, which integrates scattered multi-party data into a unified technology platform, and conducts standardized modeling and detailed analysis of these data, so that users can push these segmented results to the existing interactive marketing environment In the platform. The core functions are as follows: it can quickly query the data and circle the eligible people to generate a specific scenario-to-data analysis report; based on this result, it can help customers quickly enter the market cycle, and can analyze the data and analyze the market. Forecasting and responding can enhance the competitive advantages of the enterprise in all aspects and reduce the costs of information acquisition, operation, and manpower.
3. Core factors
Modeling around the three elements of entity-relationship-label, organizes and manages the data from a business perspective, reveals it in the form of a conceptual model, and forms a profile report of the data that everyone can understand. The long-term operation of business data forms an intelligent data system centered on tags to activate data assets and realize the realization of data assets.
4. Produce an effect
Accurate marketing: carry out crowd perspective on products, discover potential customers, and be familiar with potential customers' preferences; product development: analyze the behavioral characteristics of the target population, find relevant categories and product characteristics, and bring data reference to new products; market analysis: grasp the competitive trend and Differences provide guidance for formulating market plans.
2. Core concepts
1. Label factory
Label management is a very complicated matter, and data can only play the most value based on accurate labels. This involves the management of various functions such as tag models, update iterations, tag resources, tag clouds, and private tag pools.
2. Smart engine
This module is the core business module, which provides various public or customized marketing processes according to customer needs, such as: active marketing, trigger marketing, periodic marketing, specific time marketing and other business rules engine packaging, and Need to continuously optimize and improve according to the effect.
3. Portrait report
Based on the sorting and analysis of data, as well as the usage scenarios and effects in actual business, a general or customized portrait analysis is formed, such as: label portrait, crowd portrait, industry portrait, marketing portrait, etc.
4. Application factory
Based on DMP system data, it provides various integrated services such as open API capabilities, data analysis capabilities, tag query, tag completion, and analysis reports.
5. Data security
Establish a security protection mechanism for system data processing to protect computer hardware, software, and data from damage, modification, and leakage due to accidental and man-made emergencies. The simplest and straightforward explanation and approach is to encrypt data to ensure that data is not straightforwardly circulating in various environments.
3. Construction process
1. Data accumulation
Form a sense of data governance, focus on multiple data generation channels, aggregate data and manage it, such as web, APP and other data sources, including user attribute information, behavior information, etc., forming a flowing data chain, managing structured and unstructured Data, build a data base warehouse, etc.
2. Analysis ability
The value of data is embodied in the data pair analysis report, through the analysis of massive data to obtain various business portraits, and then generate value to the company's marketing. It has real-time and accurate updates on data status, provides efficient data lifecycle management, and provides valuable reference for business evaluation or operation.
3. Data assets
The accumulation of corporate data has developed into corporate assets, emphasizing strategic business growth, cost, risk and compliance. Data awareness, analysis-driven, to establish comprehensive capabilities for data use.