Customer Data Platform (Customer Data Platform, referred to as CDP), in recent years the rise of a customer at the core, focusing customer segmentation and insight into the crowd of enterprise data applications platform.
Sounds Internet ah? With solid industry and retail marketing what does it matter?
Let's talk from a few stories.
"I won all opponents, but lost era."
In 2010, RT-Mart after the end Huang Ming took over 14 years, finally get to replace Carrefour, a strong champion summit Chinese retailing, however, wound up by the industry as the "King of Land Warfare," the Taiwanese entrepreneur is difficult to expect rapid rise Alibaba after just less than half the time, it completed the tender offer for the parent company RT Gao Xin retail.
Huang Ming-side behind the helplessness, the former leader of the RT layer had to leave.
In the higher threshold resistant consumer goods industry, with the game between the veteran star is also intense in progress. First five months of 2019, the share of online millet TV has been greatly expanded to 27.79 percent, almost equal to the sum of domestic three leading share. For the past millet offensive located in the "cost" of Conservative who, the more they are worried, it is in TV prices continue to plunge in 2019, the average price of millet is unusually strong brand, shift, today millet TV has proudly entered the online market premium brand of domestic first-line echelon. In some emerging category, such as higher gross profit water purifier market, the average price of millet line even more than several domestic brands, this may mean that, before the same economic cost, consumers in emerging markets and traditional brand from dubious to drift away.
4C and population segments
Since the middle of last century, Professor McCarthy put forward the basic structure, the impact theory 4P and guided the most successful business marketing. And after entering the new century, with the rise of popularity of the Internet and electronic business to customer (consumer), cost (cost), communication (communication), convenience (convenience) is the core of the 4C theory is being increasingly recognized and application. The four elements, cost control because of its timeliness and quantifiable output, early on got the attention of the business community; and in the distribution and retail channels, the importance of communication, it is convenient to emphasize long-established business of Road. In contrast, placed first in the 4C customers, but often only get a one-sided perception and understanding.
In the traditional practice of market segments, brands and distributors often different product specifications, prices to reverse market segmentation, and over a long period of time pursuant to the design of effective segmentation strategy. But into the second decade of this century, with the rapid development of production and supply chains can overflow the online channel, start-ups admission threshold is greatly reduced, and correspondingly, clutching subdivided population characteristics and demands of the business model and long tail products continued to erode the traditional enterprise market share. Behind the phenomenon, hidden further evolution of the traditional market segmentation theory, that is pre-determined sell it, then think about how to sell - only the clear positioning of the target customers, fully understand the consumer attitudes and value preferences, in order to correct channels, marketing impress people with the right products to sell. As a representative of phenomenal marketing, whether it is done in the Red Sea market in recent years, two billion of liquor brand sales volume leap White River, or the year "for the fever and students" to conquer the young consumers of millet phone, all this change is real staunch supporter and performer.
In fact far on electricity before the rise of online business, a considerable number of traditional brands and distributors will be aware of the importance of product positioning of people and marketing planning, and has invested in market research in a lot of effort and cost. However, when using a traditional research methods can not avoid the issue, which is subject to statistical sampling way, policy makers often rely on their own experience and business intuition to judge the findings of universality - a long, low efficiency of traditional it is difficult to support research to subdivide a large customer base and insight.
Big Data Marketing
Coming era of big data to make marketing pioneers seem to see a turning point.
Theoretically, in a panoramic insight to support massive user data-based retail marketing department under the line is sufficient for each potential customer designed to meet their consumption attitudes and value preferences of marketing and operational strategies, thereby greatly increasing sales conversion rates . However, in practice, the traditional enterprise is often the existence of such difficulties, the main one can be summarized as the following two aspects:
User data is scattered: big data insights often require customer base for data associated with the cluster analysis at high latitudes, but in quite a number of enterprises, the daily produce a lot of customer data is often dispersed in several sets of internal sales, logistics, after-sales systems, data silos each other to form, and regardless of panoramic insight, can not even support the product marketing department general real-time data access needs.
Business Value fuzzy: After breaking the islands of data, many enterprises are facing a second challenge, that is because of the lack of data to guide marketing methodology, resulting in IT departments and data behind closed doors, but the delay can not help businesses improve market performance.
To solve the above problem, CDP, this business highly targeted big data system came into being.
CDP - Customer Data Platform
And pure data in different systems, CDP (Customer Data Platform) is above all a direct-to-business application platform, the IT department after the data is ready, marketing and product departments of business people do not need to have professional knowledge data base can be customized analysis and export results, which greatly reduces the threshold for application of data inherent in the enterprise, the front-line business personnel to more quickly obtain data in support of the marketing plan.
Secondly, for a single customer, CDP completed a screening of the customer base closed loop analysis from the data store, data, by means of which the marketing department can truly "access to anyone, who used the number to" greatly enhance the delivery of marketing targeted marketing and conversion success rate.
CDP odd point cloud for example, its core business processes can be divided into data integration, customer base circle, people insight and strategies to evaluate four areas.
Data Integration
Modern enterprises, especially medium and large enterprises, often there are multiple sources of customer data. According to its sources, the relevant data can generally be grouped into three categories: the first from their own channels, such as sales, logistics, sale, and other such data are generally more standardized; the second category from the channels of cooperation, such as the delivery platform and the like; third category purely from outside the enterprise, such as line crawl. In the data integration aspects, first singular point cloud CDP provides flexible, open access and clean way to help enterprise IT staff will be distributed to each system in isolation of user data to the CDP in the form of open databases, tables, and support for user-specific business domain visualized ETL. Further, with the singular point cloud CDP unique ID-MAPPING algorithm, but also on the future of the enterprise developers from different sources, and the lack of customer data associated with the primary key matching to identify and define a unified customer identification code (One-ID) . By the above method, from different sources, different customer attribute tag system can become a One-ID as the core enterprise customer data assets.
Customer base circle
As the core part of the singular point cloud of the CDP, customer base circle module provides a simple-to-use label people and property management interface to help users operational staff based on business needs, quickly circling the required customer base. For example, the use of the sales department of the acquired property labels, business people can quickly compare different regions, channels, gender, age and preferences of the customer's consumption of consumer willingness; With the continuous generation of incremental data, this comparison can is up-dimensional level in time, to reveal the changes in audience demand trends. Business people after a selected target audience, then you can quickly export the appropriate list of customer information based on business logic to the next step of marketing planning and promotion running.
Insight into the crowd
For higher user demand, singular point cloud CDP also provides preset business model as the core crowd insights capabilities to help business users be more precise audience segments, thereby tailor marketing strategies. Compared to traditional statistical analysis, these large data-driven insights AI methods tend to have more scenes with targeted business guidance. Attitudes and values such as consumer groups recommended to carry out joint automated analysis category and brand preferences, preference assist business model, or for different life cycle, the commercial value of different customer groups were split RFM model clustering, have been in singularity external cooperation in cloud CDP achieved commercial landing. Further, the singular point cloud can be based on business characteristics of different businesses and habits analysis, customized development of proprietary analytical models, precipitation and knowledge to help companies complete the business organization to enhance the experience.
Strategic Assessment
After the implementation of business strategies for segments of the customer base, marketing departments often need to be re-set and assessment of the effectiveness. For this business scenario, singular point cloud CDP into the path of the consumer decision-making model. Content delivery have not been successful to attract tourists? The lead character does not meet passenger targeting? Dwell into the store and purchase the conversion index is the number? With knowledge of customer applications IOT system, singular point cloud can CDP marketing activities under the line of consumer decision-making paths past, only to be implemented on-line analysis to help pinpoint the marketing department links lead to the loss of customers and make improvements.
Behind the rise of new retail brutal post-Internet era is coming, traffic dividend various channels have been excavated and exhausted, often need to pull new drainage is the high cost, to date, only to precisely drainage, efficient conversion, and maximize passenger play value of the enterprise in order to better survive and develop. As the demand for accurate response, encourage enterprises to large data landing operations, CDP is making resolute steps toward us.