What is most important in the era of big data? Needless to say, it is data. " Data is the oil and gold of the new era " said industry experts. With data, you have the basic engine and raw materials for rapid business growth. Without data, you will lose everything.
Users are producing data all the time through mobile phones, tablets, computers, IOTs and other devices. Marketers and sales staff need to quickly analyze and make decisions on the market situation and take action through a large amount of data!
1. Current status of data collection and analysis
At the moment, data collection has two major pain points, large waste and low efficiency . Each analysis platform has its own SDK, and data needs to be obtained through the integration of the SDK. If you need to compare and use different analysis platforms, you need to integrate multiple SDKs, which will increase the size of the program, multiple monitoring events, and waste the computing power of the mobile phone. , Memory, network traffic and other resources, in fact, you can use an SDK to collect data, which will greatly reduce the waste of resources.
Another pain point is efficiency. The rapid changes in market conditions have accelerated the iterative process of updating APP and web pages, and the timeliness of data is particularly important. If the demand is still raised through the business department, the IT department develops this conventional model, which will bring a very long demand satisfaction cycle. Only through the configuration rules of dynamic label management, visualized code embedding, and quickly, low-threshold, and code-free let marketing and business personnel grasp the initiative of data collection, can the data collection efficiency be fundamentally improved.
At present, there are hundreds of self-developed and third-party analysis tools on the market, and each tool has its own characteristics. For companies, it is normal to choose 3-4 analysis tools. Some are suitable for analyzing user behavior, some are suitable for analyzing advertising effects, some are suitable for analyzing business performance, and some are suitable for A/B testing.
How to collect data efficiently and quickly, and support sending to multiple platforms for analysis?
Huawei's Dynamic Tag Manager Service (DTM) will usher in a new era of data collection and delivery.
2. Flexible and convenient weapon
Huawei Dynamic Tag Manager Service (DTM) allows students who don’t know how to code to edit the configuration rules (when the data is sent, what to send, the destination to send, etc.) and publish them anytime and anywhere, so as to quickly obtain what they need Data, and can freely send data to different data analysis platforms. What DTM does, what it does not:
- DTM does not produce data, only collects data;
- DTM does not collect data through “laborious” methods such as coding, but collects data “easy to use” only through configuration rules or visualization methods;
- DTM does not analyze the data, but only sends the data to the data analysis platform you want to use as required.
3. How to dynamically and flexibly collect and send data through DTM
The picture above is an e-commerce shopping page. If we click the "Favorite Goods" button, we want to quickly report this event to the Huawei Analytics platform. What should we do?
It's very simple. We only need to configure the data collection rules on the DTM Portal page. The rules contain three major parts, which we call 3W for short, which is:
When the data is sent (when): What event will send data after.
What to send: the attributes and context data of the event itself.
Which platform to send to (where): Here you can select one or more of multiple sending, such as Huawei Analytics, Google Analytics, Facebook and dozens of platforms.
First look at when to send (when), we configure a condition, the so-called condition is the timing of data reporting, here it is triggered when the user clicks the "favorite" button, the specific configuration is as follows:
Then the specific data sent to which platform and sent, as shown in the figure below, click "publish" after the configuration is complete.
After the configuration is complete, as long as you click the favorites button, we will receive events about "favorites" on the Huawei Analytics platform, and we will also see the attributes of favorites. Such as "product name", "color", "version". If you need to send data to other platforms, select the same conditions and configure a new sending destination account and parameters.
What is the realization principle of the above configuration?
For APP, you only need to integrate an SDK in the APP for the first time, and later create a configuration file containing the data "3W" (when, what, where) in the DTM Portal. Create a configuration based on the required data, and you no longer need to find a developer to meet the requirements. The processes of demand scheduling, demand analysis, demand development, demand testing, and packaged release are no longer involved. From then on, it has moved towards a virtuous circle of data collection "on demand".
For the website, it is even simpler. As long as you insert a piece of JS code on each page of the website, you can create a configuration file containing the data "3W" (when, what, where) in the DTM Portal in the future.
Seeing this, do you think that compared with the traditional hard-coded mode, this greatly improves the efficiency of data acquisition? Still feel that the barrier to learning is a bit high? That visual embedding code will help you get data more easily.
What is a visual embedding code? Visual embedding is to embed points directly on the product interface through click interaction. Analyze first, then circle the selection, which is a WYSIWYG burying method.
Currently in the TMS market, Huawei DTM may be the first product that combines a label management system with a visual embedded code.
As shown in the figure below, we enter the "Visual Embed Code" interface, and select the "Collection of Goods" button to add the embed code. Later, you can also add the parameter data of this event, such as product name, color, version, capacity and other data. Once The user clicks the button to report the event "collection of goods" and the parameters "product name", "color", "version", "capacity" and other data to the selected data analysis platform.
The visual embedding code has two advantages: one is that operators can also embed points without development support; the other is that there is no need to modify the code after the embedding scheme is updated, and there is no need to publish applications. By visualizing the embedded code, data collection can be completed faster and at lower cost.
Huawei dynamic label management, more user behavior platform support, more dynamic configuration data collection strategy, faster and easy-to-use data acquisition, more flexible connection to multiple data analysis platforms.
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