In the process of digital marketing, enterprises cannot avoid issues such as how to conduct customer insights, how to screen target customer groups, how to conduct precise marketing, and how to track marketing effects. In order to solve various problems in the digital marketing process, companies usually build multiple systems to form "family bucket equipment".
The "family bucket equipment" adopted by a well-known domestic securities company includes behavior analysis system, recommendation system, report system, operation platform, label portrait system, CRM, etc. These systems were built with the help of different manufacturers in different periods and some were developed by themselves.
However, with these supporting systems, the securities company was unable to achieve an efficient, closed-loop, and intelligent model due to data fusion and system coordination. For example, it is difficult to track the marketing closed-loop in the whole link, each system needs to collect data from each other, digital marketing services cannot achieve end-to-end delivery of applications, model online services rely on data synchronization, and marketing model management and monitoring rely on manual labor...
For example, when an enterprise builds a user label portrait, the data sources include behavior data, business system data, transaction data, etc. The entire portrait system may face the problem of docking with the enterprise data warehouse, behavior analysis system, etc.; the data transfer process will face the problem of data relocation; the distribution of customer group operation strategies needs to be connected to the delivery system through interfaces, files, etc.
That is to say, there are usually many silo systems in securities companies, and the completion of every marketing action will have many problems such as data connection. Therefore, it is necessary to build an efficient, intelligent, and closed-loop digital marketing technology architecture: processing and development based on the data layer, model training based on a series of customer insights, and finally applied in various scenarios of serving customers. As shown below:
It should be emphasized that in different life cycles, securities companies serve customers in different digital marketing scenarios:
(1) New customer service: registered user conversion, channel analysis/channel portrait, new household honeymoon service, business opening/first transaction
(2) Online value-added services: strategic tools (potential customers, contract signing, contract termination), investment advisory services (potential customers, contract signing, contract termination), trading tools
(3) Enhancement of wealth management penetration: wealth management KPI customer groups, behavior-based wealth management potential customers, initial fund potential customers
(4) Breakpoint services: breakpoints for non-financial products (strategy tools, manual investment advisors), breakpoints for financial products, service companions (transfer failure, business qualification activation)
(5) Basic services: manual playback support, smart outbound calls to potential customers with high intentions
(6) Wake up from sleep: Wake up the potential visitor
At present, the products and solutions of Sensors Data can help the securities company to well solve the needs of label portraits and customer group operations.
In the strategy formulation stage, based on standard model processing, user behavior characteristics, transaction characteristics, customer characteristics, product characteristics, etc. are generated, and a characteristic library is built, online services are generated through model training, and front-end applications such as docking mobile apps and Internet operation platforms are connected.
In the stage of label portrait construction, the basic label is designed and constructed from the actual operation scene, and then the label is processed every year according to the products and scenes of business operation.
In the process of digital practice in the past few years, the digital marketing of the securities company has achieved certain achievements. It has also created a digital embedded point with Sensors Data, and visualized the demand events of the embedded point.
Securities companies are not digital-native companies. With the development of mobile Internet and big data, offline business has gradually expanded to online, but offline scenarios still account for a relatively high proportion. Therefore, in the process of digital marketing, securities companies must fully empower the front-line exhibition industry with digital marketing capabilities. For example, a securities company selects target customer groups through a marketing model, and distributes them to specific account managers, who will further complete the marketing contact. Digital marketing in this link is more to improve the efficiency and success rate of account managers.
In addition, what is more important is to achieve full-link closed-loop and online-offline closed-loop in the process of opening up the whole process of online and offline: full-link closed-loop refers to the conversion analysis of all links in the whole link from marketing customer base to front-end exposure, click to browse, appropriateness matching, confirmation of purchase, confirmation at the counter, and revenue generation; online and offline closed-loop means that online marketing uses label portraits, behavior data, and conversion funnels to achieve closed-loop, and offline marketing uses data recovery and closed-loop analysis to achieve effect tracking.
On the whole, an efficient, closed-loop, and intelligent digital marketing model is an "ecology". On the business side, based on differentiated business and product matrices, a marketing plan with different operation channels, different marketing techniques, different exposure methods, and different marketing hooks is formed, with differentiated strategies for digital marketing; on the technical side, a digital marketing tool platform is built to realize data integration, system function integration, and platform tool integration through architecture settings, and maximize digital circulation; And concatenate through the primary ID.
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