How exactly should omni-directional user operations be played?

Enterprises realize user digitalization is not simply collecting user data or roughly placing marketing ads. For consumer-resistant enterprises, it is necessary to establish a complete user digital operation system in order to maximize the value of user data, improve user satisfaction, and at the same time bring incremental business to the enterprise. We can split the user operation system into the 9-step method of user operation: the enterprise develops a sustainable management strategy around the user, realizes the enterprise and terminal retail omni-channel member operation through user traffic access, user operation system construction, automated marketing and other measures, and realizes the assetization of user data. User operation digitization The core of user operation digitization is to integrate and analyze the data of the whole life cycle of consumers, and to form a user operation digitization system with consumer digital assets by establishing a user data label model and feeding marketing placement and user retention operation with data labels. (1) Build a pool to establish a private domain traffic pool to convert public domain traffic into private domain traffic. There are 3 main sources of user data for enterprises-third-party e-commerce platforms, self-operated platforms (online self-operated and offline stores) and advertising/content operation platforms. We need to build an enterprise CDP to help enterprises access the unified user pool for all channels such as third-party e-commerce platform users, advertisement browsing users, and their own App/e-commerce/stores, and at the same time, provide a standard interface for the middle-office, so that they can authorize any channel to query, browse, and edit user data. In the process of omni-channel data access, such as Taobao, Jingdong has a mature member access system (member pass), some third-party platforms have not opened up their data to the outside world, and need to manually import or order pull to obtain users. Establishing an enterprise private domain traffic pool mainly realizes the following two functions. ● Public domain traffic to private domain traffic. ● Online traffic and offline traffic interoperability. (2) Gathering Traffic With the enterprise private domain traffic pool, we begin to inject traffic into the pool. Because the traffic data standards of different channels are different, and the user identification of each platform is different, before gathering traffic, it is necessary to carry out data cleaning and merging of the enterprise's user data, and the enterprise's multi-platform and multi-ID, through the correlation technology model, to form the OneID. for example, if the user of platform A has a cell phone number and a device identification number, and platform B has an email address and a device identification number, and platform C has an email address and a public For example, if a user on platform A has a mobile phone number and device identification number, platform B has a mailbox and device identification number, and platform C has a mailbox and public number, then platforms A and B can be associated with platforms A and B through the device identification number, and platforms B and C can be associated with platforms B and C through the mailbox. In the association process, sometimes there are multiple platforms with the same ID resulting in data conflicts, such as A and B platforms are identified through the cell phone number, but the two platforms are not the same user level, points and interests. To solve this problem, it is necessary to merge user identity and interests, including grade merger, interest accumulation, points conversion accumulation and so on. For some users who cannot be automatically identified by the system, manual judgment and merger are also required. Traffic convergence at the same time, to carry out hierarchical operation and management, such as distinguishing between group members, brand members, distributor members, store members, classification and hierarchical management of users. (3) Observe the users After the users enter the traffic pool, if they directly carry out marketing or service, it is the traditional rough operation, and the direct consequence is that the service is not accurate. We need to conduct a large number of continuous tracking, in-depth insight into user behavior, and build a panoramic view of the members, so that enterprises can understand their users in order to take corresponding operational strategies. The longer the tracking of users and the more detailed the insight, the more accurate the user profile will be. It should be reminded that the purpose of user insight is to understand the real needs of users in order to better serve them and capture their hearts. All this should be done on the premise of not stealing users' privacy. (4) Preserving LoyaltyThe essence of enterprise consumer operations is the operation of loyalty. After establishing the private domain traffic pool and transforming the public domain traffic into the private domain traffic of the enterprise, it is necessary to carry out unified operation of the brand members, and the enterprise membership loyalty operation can be elaborated from two aspects-refined operation and combined operation of long and short cycles. First of all, it is necessary to refine the operation of membership levels, points and rights. According to the characteristics of the consumer goods industry, the characteristics of traditional consumer goods with high unit price, low frequency and low re-purchase are transformed into low unit price, high frequency and high re-purchase operation mode through ecological products and value-added services. For example, Haier three-winged bird brand through the refrigerator connected to the food ecology, through the washing machine connected to the clothes ecological model, online net ware control, online integration of installation and repair and other initiatives to achieve the transformation of low-frequency to high-frequency. This model is transformed in the process of member operation, corresponding to the membership level, points, rights and interests should be added to the ecological mode of operation, such as the purchase of ecological commodities to obtain more points, the purchase of high-end refrigerators to obtain the joint warranty service, the purchase of high-end TV to obtain the rights and interests of VIP video membership services. Secondly, membership loyalty operation includes a combination of long-cycle operation and short-cycle operation. Long-cycle operation refers to the long-cycle program of membership loyalty, including the configuration of basic rules of membership, rank, points acquisition and consumption, and rights and interests, which is relatively stable and based on the whole staff. Short-cycle operation will be adjusted in real time according to seasons, festivals and market competition, such as completing tasks, participating in questionnaires, receiving coupons and orientation. Only by combining long and short-term plans, enterprise user operation digitization can achieve the optimal operation effect. Marketing link digitization Marketing link digitization can help enterprises better track the efficiency of marketing link placement, and at the same time, through the collection and analysis of the whole link data in the process of marketing activities, enterprises can continuously optimize and adjust the design of marketing activities, differentiated marketing, and improve the input-output ratio of marketing. (1) In order to reach more consumers, wherever the consumers are, the touchpoints should be deployed. According to different scenarios to establish different touch points, such as enterprise publicity with public number, service with WeChat small program, order with self-owned mall, offline SMS, stores with cloud POS, plus the layout of the third-party e-commerce platform, to establish more touch points. Enterprises in the operation process, only to open the scene and contact points, to achieve the scene string, contact point string, in order to realize the real marketing chain digitization. Full link marketing should first do to open the marketing chain, such as online coupons, offline use; third-party platforms to buy VIP value-added rights, can be used in the self-owned platform; in the A dealer where the goods purchased, you can go to the B dealer stores maintenance services. Opening up the marketing system requires the support of a whole set of center-stage system architecture. (2) Sub-cluster enterprises to establish a unified private domain traffic pool after the convergence of traffic, the user's basic information, level points interests, stored value card or gift card information, online and offline order information, return and exchange information, evaluation information, sending SMS information and other static and dynamic information to form a unified view of the user's 360 ° information. Based on the user's basic information, purchasing behavior and other data, corresponding user labels are generated, and these labels are combined and filtered. For example, people aged 40 to 60 years old are combined into a middle-aged people's population package; home appliances to the countryside users are combined into a home appliances to the countryside users' population package. (3) With user labels and crowd packs, we can create different marketing operation strategies for different users. The activity model that supports the marketing operation strategy mainly consists of four elements: trigger conditions, execution mode, promotion forms, and promotion execution restrictions. Trigger conditions include those based on commodities, amount, time, region, channel, etc. Execution modes include full increment, full reduction, full rebate, full exchange, etc., and promotional forms include red packets in cash, vouchers (consumption vouchers, gift certificates, and service vouchers), points, and commodities. Behind the different forms of promotions there is the support of the enterprise budget. Some activities will also have promotional restrictions, including mutually exclusive rules, stacking rules, doubling rules and so on. Through the configuration of the above reach conditions, the implementation of the way and form of choice, plus restrictions, can be a complete combination of a diversified activities. (4) Since the operation of the configuration of a complete marketing campaign, waiting for the trigger conditions to take effect, you can automatically execute the marketing campaign. There are two types of mainstream marketing activities - active marketing and event marketing. Active marketing is to select a part of the labeled users through the event, and actively carry out marketing activities on the part of the users to reach them accurately. For example, a coupon will be issued to the users who have not yet made a transaction on the live broadcast. Event marketing, on the other hand, does not need to circle the crowd, the event meets the trigger conditions automatically triggered. For example, to buy air conditioning full 1 year users to actively send text messages to ask whether the need for air conditioning cleaning services; automatically to the birthday of the user to send blessings on the day of the text message and so on. (5) Full monitoring marketing full link monitoring is to monitor the whole process of data of marketing interaction between users and any contact point of the brand to reach consumers, based on the behavior of a single user, to know when the user through which channel to enter the brand's which marketing contact point or advertisement, what product information to browse, what vouchers to collect, which operation behavior occurs, how many points to obtain, and finally, whether there is a transaction, and what products are purchased. Which products were purchased. Enterprises can do effective tracking of the whole chain of user data, based on group behavior, for the platform currently have what channels, what activities, how many users to pull new users, how many users to retain how many users, how many users to convert how many users, how many users to lose can be effectively analyzed and tracked. Through the 9-step approach, access to enterprise omni-channel data, through various ways to convert public domain traffic into private domain traffic, through the OneID to form a unified 360 ° view of the customer, automatically tagging customers, automated marketing activities based on customer labels, and finally effective tracking and analysis of the user's full lifecycle behavior, optimize the enterprise's marketing, secondary marketing, to help enterprises achieve a complete user operation system. Digitalization. Article