According to relevant market surveys, it was found that among more than 2,000 domestic exhibition projects, only 15% can provide basic business and services of related theme websites, and the services provided cannot meet the application of all parties in the exhibition. The departmental exhibition project information system is not fully constructed, has poor technology, and has complicated applications, and even provides only static pictures.
With the continuous development of information technology, exhibition information management is greatly accelerating the economic development of the exhibition industry. It is expected that in the future, China's exhibition industry will accelerate the reengineering of network information processes in operating mechanisms, and the use of big data management platforms for operations and maintenance will become the norm.
Exhibition information management refers to the use of information technology to manage and control all aspects of the exhibition to improve the efficiency and quality of the exhibition and help it improve business efficiency and quality in the internal industry chain such as design, implementation, marketing, organization and services. ability. So, how to realize exhibition information management? This case shares its construction practice.
How does data aggregation and sharing achieve full life cycle management of data?
In order to strengthen the effective integration, sharing and openness of exhibition user information resources, a large exhibition manufacturer has built an intelligent data and marketing service system for exhibition audiences. Based on existing audience data and exhibitions, it uses big data and artificial intelligence technology to explore Establish a new generation of user system based on audience portraits, create a big data service system for exhibition audiences that integrates online and offline, and achieve the goal of building an audience-centered intelligent exhibition service system.
This large-scale exhibition manufacturer has a rich user group and strong demand. Through preliminary statistics and analysis, it can obtain a large amount of audience and exhibition data in each system. At the same time, there are many sources of audience data, and data management is difficult. User portrait data analysis complex. An accurate audience reaching system and the establishment of information feedback from publicity channels have become prominent features. Then, integrating audience resources, building an audience user system, and carrying out intelligent marketing have become important elements throughout the construction of the "exhibition big data management platform".
Build a data platform and create an intelligent marketing service system
This large-scale exhibition manufacturer actively promotes digital construction to realize information intelligence, builds an intelligent data management platform, and gradually realizes the full life cycle management of audience and exhibition data. Audience information is highly related to exhibition information, and it enriches cross-border cooperation applications and marketing methods. Specifically, Demand is reflected in the following three aspects:
Audience Journey:
Build the full life cycle management of audience users to achieve the best consumer experience for audiences;
Implement marketing automation management through the system to optimize the audience’s experience;
Build a data-driven operating system by sorting out business logic and scenario-based requirements.
Marketing Automation Platform:
Set up an automated marketing operation system based on scenarios where the audience can be optimized through automation;
The system supports comprehensive management of promotional clues, strategies, and content, thereby optimizing the audience experience and improving the overall business level.
Marketing data mart:
- Gather omni-channel touchpoint data to form complete data governance (including collection, integration and analysis);
- Build audience profiles and behavioral models;
- Feedback the analysis results to the management side to ensure that "data-driven" publicity decisions are implemented.
From the construction of a systematic data platform to data-driven personalized marketing operations
The exhibition big data management platform is the foundation of exhibition information management. The data platform constructed includes exhibition information management system, exhibition data management system, exhibition publicity management system, etc. Through the exhibition data platform, centralized management and sharing of exhibition and user data can be achieved to improve data utilization efficiency.
After research and discussion between this large-scale exhibition manufacturer and Zhiling Cloud Technology, the overall construction plan includes: a framework system based on data scenarios and big data platform characteristics, with each link in the data-driven publicity operation cycle as the main control point; a data platform We build a systematic marketing system with construction as the center, collect data from all touch points, and go through data analysis, event planning and planning, event launch, review of event results and further suggestions, etc., and finally achieve the comprehensive data-driven capabilities of the exhibition big data platform promote.
Comprehensive user behavior insights are easily achieved with the cloud-native big data platform
It is worth emphasizing that, based on the Zhiling Cloud native big data platform, the exhibition audience big data service system has successfully helped the exhibition manufacturer build a 360° panoramic customer portrait, effectively perform insight analysis on customer data, and also realize multi-dimensional combined queries. And established refined operations such as audience tagging system.
Customer Insight Analysis
360° customer portrait
multi-dimensional combined query
Before this, the exhibition manufacturer pulled data from multiple data sources, calculated it through basic tags, and processed it manually without any closed links. Nowadays, through the automated marketing platform, through the corresponding real-time, proactive and cycle/anniversary processes, automated process management, group and label management, group reach, publicity effect evaluation, and then to data insight and visualization, plan comparison strategy optimization, data Tag re-collection, target adjustment and closed analysis of crowd optimization achieve precise interaction between the exhibition and user information.
Platform technology architecture
At the same time, in this project, an automated marketing platform is used to achieve:
1. Agile management of publicity activities improves labor efficiency and enhances value targets; 2. System calculations guide the formulation of publicity activities and the effects are visible in real time; 3. The process is controllable and the audience life cycle stage
strategy continuously activates the audience and avoids excessive interruption.
The exhibition audience big data service system is the implementation of information management in the exhibition industry. Through the technology and platform services provided by Zhiling Cloud, the efficiency and quality of the exhibition manufacturer's exhibitions are greatly improved, and accurate audience interaction is successfully completed. Of course, we hope that through Zhilingyun’s product technology and professional services, we can provide strong support for the sustainable development of the exhibition industry.
Zhiling Cloud is an innovative leader in domestic cloud-native big data technology. It provides enterprise-level customers with a cloud-native DataOps product series based on a cloud-native big data platform, including a cloud-native data integration development platform and a cloud-native data asset operation platform. Zhiling Cloud helps enterprises build data and AI middle platforms through products and services, easily create a closed loop of business data capabilities, establish a digital operation system, and ultimately complete data-driven digital transformation.
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