Data middle platform construction (from methodology to implementation) - Reading Notes 8 (Completed)

8 Marketing middle platform: Make marketing more accurate and timely

8.1 Data-based marketing is the general trend

The digital marketing system supports the recording of all customer data throughout the entire process, helping to build customer profiles, clarify customer needs and preferences, and determine the match between customers and products. Then, enterprises can accurately gain insight into customer needs, accurately select product sequences based on the differentiated needs of different customer groups, and select appropriate marketing activities and marketing strategies in the right scenario, at the right time and space for precision marketing. At the same time, enterprises can record and monitor the entire marketing process through the marketing dashboard group process, focusing on monitoring the efficiency of marketing activities. Once the benefits significantly deviate from expectations, the system can provide early warning and adaptively adjust marketing strategies and optimize marketing activity functions.

In short, compared with traditional commercial marketing methods, the construction of a digital marketing system allows companies to retain a large amount of data, support full-process guidance and monitoring of the entire marketing process, make marketing more accurate and efficient, and enable the growth of companies to break through time and space constraints. Gain exponential growth.

8.2 Marketing system upgrade

8.2.1 Multiple upgrades of marketing theory

With the changes of the times, the marketing system has transformed from product-driven to customer-driven, and marketing theory has transformed from emphasizing products and marketing skills to high added value, fun, co-creation and win-win.

8.2.2 Several important methodologies of marketing

(1) Customer awareness cycle

Customers' purchasing awareness requires multiple stimulations and careful cultivation. In most cases, it is difficult for customers to complete a purchase through one contact or communication. From contact to purchase, it is a process of enhancing cognition. Every contact is a service, and every positive contact is a process of enhancing trust. Only with a good experience can it be possible for the foundation and communication to move to the next step. Lead training tips:

• Targeted content. Targeted content can significantly increase marketing engagement opportunities.
• Multiple channels are linked to promote lead cultivation. Linking multiple channels to promote lead cultivation can significantly increase conversion rates.
• Multiple points of contact. Marketers and customers almost always have multiple contacts as they move from potential customer status to eventually becoming a customer. At every stage, marketers need to do their due diligence or risk losing customers.
• Follow up promptly. If marketers contact customers promptly within 5 minutes, the closing rate will be greatly improved.
• Personalized touch. When reaching customers, personalized content is more useful than regular content and can increase conversion rates.
• Lead scoring. Sorting leads by conversion rate through lead scoring, and then prioritizing leads with high scores for conversion can help significantly increase conversion rates.
• Positive interaction. Maintaining positive interactions can help greatly increase conversion rates.

(2) Customer psychological account

From an economic perspective, customers generally have two accounts in their hearts: one is an economic account and the other is a psychological account. The existence of mental accounting affects customers' consumption decisions. From the perspective of consumption frequency, mental accounts are divided into cash accounts for high-frequency consumption, current capital accounts for medium-frequency consumption, and future accounts for low-frequency consumption.

Marketing is to use positive incentives and appropriate words to allow customers to transfer money from "medium and low frequency consumption accounts" to "high and high frequency consumption accounts", so that users can psychologically realize that consumption behavior is cost-effective.

(3) Customer herding effect

"Herding effect" refers to the imitation and herding behavior of customers, which helps to eliminate customers' doubts. Strengthening the customer's sense of security can use the customer's sense of urgency, that is, "others have already bought it, and I should buy it too." This can drive many people to buy, creating a chain reaction.

8.2.3 Four development stages of marketing system

(1) The first stage: customer relationship management system

The main purpose of the earliest Customer Relationship Management (CRM) system was to open up customer information, build customer portraits, initially build customer-centered marketing and service operation processes, and realize online and configurable marketing. The customer life cycle management system focuses on solving the following issues:

• During the customer acquisition period, facing the potential customer base, how should the company attract potential customers and let them place an order?
• But after customers make their first purchase, how should companies continue to improve customer value so that customers can continue to grow and become a stable consumer group?
• After customers enter the maturity stage, how should companies manage and serve customers well, continue to stimulate customer needs, continuously improve customer value, and continue to improve customer experience and satisfaction?
• After customers enter the recession period, how should companies continue to win customer trust through marketing initiatives, reduce customer churn rates, and extend the customer life cycle?
• After losing customers, how should companies design effective marketing activities to regain lost customers?

(2) The second stage: Analytical customer relationship management system

The marketing system framework based on the Analytical Customer Relationship (ACRM) system generally consists of a big data platform, data warehouse, unified customer view, ACRM system and marketing middle platform.

• The unified customer view focuses on solving the ambiguity problem of customer IDs and realizing that one customer has only one ID and one view.
• Big data platforms provide computing capabilities.
• The data warehouse provides a variety of structured data tags and customer-related information. The ACRM system provides core functions such as customer management, customer analysis, customer conversion, and customer preference analysis.
• The marketing middle platform mainly solves the problems of marketing strategy formulation, marketing resource management, customer strategy implementation, marketing analysis and results monitoring.

(3) The third stage: Customer data platform based on comprehensive data

The core components of the Customer Data Platform (CDP) are a data collection system for multi-party data access, a big data platform that supports data models and technologies, an algorithm platform that supports algorithms and data intelligence, and a marketing management platform.

CDP supports the collection of data from multiple parties, mainly including internal data (CRM system data, business data and data warehouse data), real-time data collected from the outside (data collected with JDK tools, crawler data, buried data) and third-party data (public data, data provided by third-party data service providers). CDP needs to clean, organize, aggregate and derive this data to form massive labels for customers. Using these massive customer tags, companies can develop comprehensive insights into customers (product needs, risk choices, service preferences, etc.), thereby achieving more accurate, timely, and intelligent marketing.

(4) The fourth stage: a new marketing system that supports customer consumption equality and co-creation

In many marketing scenarios, customers expect to play an expanded role. The new system is a new business format facing the future. There is currently no mature framework and system, so practitioners in the entire marketing industry need to explore together.

8.3 Marketing middle platform construction

8.3.1 Marketing middle platform framework diagram

The marketing middle platform usually contains 8 sub-modules, namely customer management, marketing planning management, marketing activity management, marketing strategy management, channel management, sales management, resource management and marketing billboard.

8.3.2 Introduction to marketing middle platform functions

(1) Customer management

Customer management is mainly used to accurately determine target customers and gain insight into the customer's needs and preferences during the marketing process, and then perform related marketing customer preparation work. Its main functions include customer query, circle selection, merging, grouping, sampling, information notes and editing, perspective, insight, shielding, slicing, list distribution and other functions. Examples of customer management processes are as follows:

• The first step is to use the customer selection function to select a portion of candidate customer groups for data exploration.
• The second step is to conduct a multi-dimensional analysis of the customer through customer perspective and analysis functions.
• The third step is to use the customer insight function to explore customers’ potential needs and preferences.
• The fourth step is that due to special requirements, some customers will generally be actively blocked during the marketing process, such as blacklisted customers.
• The fifth step is to merge and aggregate multiple customers.
• The sixth step is to first sample the target customer group and select a part of the customers to test the effect of the marketing activity.
• The seventh step is to determine the final marketing target customers.
• The eighth step is to send the marketing target customers to the generation stage to prepare for subsequent marketing activities.

(2) Marketing planning management

Marketing planning management is mainly used to plan marketing activities and manage the cost budget, business goals, personnel matching, schedule planning, plans, marketing events, marketing plan tracking, marketing statistical analysis, marketing sign-offs, marketing calendars, etc. of the entire marketing campaign. .

(3) Marketing activity management

Marketing activity management is mainly used to manage marketing activities so that marketing activities can move forward in an orderly manner according to the plan. The main functional modules include:

• The main functional modules of marketing project management include marketing project creation, marketing activity creation, marketing task decomposition, marketing activity goal setting, marketing interaction plan management and tracking, marketing activity plan design, and marketing rhetoric design.
• The main functions of marketing activity design include customer settings, product rules, gift rules, sales matching rules, channel matching rules, activity implementation process, activity feedback, activity analysis and statistics.
• The main functional modules of marketing activity implementation include activity release, activity suspension, activity suspension, activity end, activity cancellation and activity progress.
• The main functional modules of marketing activity tracking include activity effect tracking, activity warning, activity review and activity summary, etc.

(4) Marketing strategy management

Marketing strategy management relies on the rules engine to configure and manage marketing rules. Marketing strategy management mainly includes the following two modules

• Marketing rule management. The main functions include rule query, rule creation, rule import, rule modification, rule deletion, rule export, rule tracking and rule evaluation, etc.
• Marketing model management. It is mainly used to build intelligent recommendation models to achieve precise marketing and precise matching.

(5) Channel management

Channel management is mainly used to manage the cooperative relationship between enterprises and channels to achieve a win-win situation between enterprises and channels. Commonly used functions of channel management include channel creation, channel agreement management, channel editing, channel rating, channel cooperation status management, channel product management, channel policy management, channel settlement management, channel performance management, etc.

(6) Sales management

The goal of sales management is to achieve comprehensive management of the sales team and sales personnel, achieve the best match between the sales team and sales leads, and maximize the performance of the sales team. The main functions of sales management include sales team creation, basic law management, performance management, performance management, sales lead matching, sales process management, incentive policy management, sales expense management, sales rhetoric management, sales compliance management and sales knowledge base management, etc. .

(7) Resource management

Resource management is mainly used to manage various marketing-related resources of the enterprise (plans, products, services, gifts, media, partners, marketing materials, etc.), making these marketing resources configurable, selectable, callable, viewable and Manageable. Take product management as an example:

• The first step is to create the product and enter various information and rules related to the product.
• The second step is to edit and modify product-related information.
• The third step is to change the product rules if it involves changes to product rules.
• The fourth step is to filter and view the products you need from numerous product lists.
• The fifth step is to combine products into solutions based on customer needs and sell them externally.
• The sixth step is to configure the commission, basic laws and sales rules of the product, such as which groups and regions you want to open it to.
• Step 7: After everything is ready, the product begins to be put on the shelves and sold externally.
• Step 8: After the product life cycle is over, the product is removed from the shelves.

(8) Marketing billboard

Marketing dashboard supports tracking, recording, analysis and insight into the entire marketing process through BI and multi-dimensional analysis, and evaluates the effectiveness of marketing process management and marketing results from the perspective of numbers and trends.

• Customer Analysis. Customer analysis mainly includes customer life cycle analysis, customer preference analysis, customer structure analysis, customer value sensitivity analysis, customer risk analysis, customer social network analysis, customer response analysis, etc.
• Marketing planning analysis. The setting, modification and execution of the marketing plan can be analyzed and monitored through the marketing dashboard sub-functional module - analysis and monitoring platform.
• Marketing resource analysis. Marketing resource analysis mainly includes analyzing customer composition from a product perspective, and analyzing customer acquisition numbers, production capacity, settlement, etc. from a media perspective.
• Marketing process analysis. Marketing process analysis includes sales funnel analysis, sales rhetoric analysis, marketing strategy analysis, etc.
• Sales productivity analysis. Sales productivity analysis includes sales "funnel" analysis, sales status analysis, trend analysis, sales executive summary analysis, personal plan achievement analysis, personal sales trend analysis, etc.
• Channel analysis. Channel analysis includes channel sales status analysis, channel performance trend analysis, channel sales executive summary analysis, channel plan achievement analysis, channel health analysis, etc.
• product analysis. Product analysis includes product popularity analysis, product sales analysis, product matching analysis, product cross-selling, etc.
• Marketing effectiveness analysis. Marketing effect analysis includes summary information analysis of all marketing activities, marketing activity effect analysis of direct sales channels, production capacity analysis of telephone sales personnel, customer churn rate analysis, special analysis of insurance renewal, etc.