Data empowered, the era of intelligent marketing is coming

Big data has changed the way people travel, shop, make friends and other lifestyles, while for enterprises, data brings a new way of marketing. As a business scenario data solutions provider, to provide enterprises with user-centered data analysis platform, the following share some thoughts about the new era: how to use data to better understand users, insights, service users. First, what is data empowerment Each of us has a different understanding of data empowerment. In fact, data empowerment is the inevitable development trend of big data, big data after more than 20 years of development, still not out of the collection, pre-processing, storage of such processes. As shown in the figure above, we see that each era of enterprise use of data in different ways, from the initial "information acquisition era", the enterprise initially realized from "people to people" face-to-face communication to the internal ERP and other information management across, which involves structured data. At this time, the dilemma faced by most enterprises is the summary of business activities, such as KPI statements. Entering the second stage - the era of information mining, with the rapid development of Internet technology, the way to serve customers has been transferred to emerging media, with the emergence of new platforms are bound to bring massive data accumulation, at this time, the storage of data has become a greater challenge. In addition, when the enterprise obtains the complete business data (sales, supply chain, marketing, etc.), it can carry out the exploration of business laws and service processes, at this time the enterprise is no longer satisfied with the report tracking, but need to explore the laws of the data, optimize the business process, improve operational efficiency. In the third stage - the value output era, that is, the era of data empowerment / DI era, with the realization of enterprise data, this stage of the enterprise can not only insight into the business laws to improve efficiency, but also to achieve automation, dynamic optimization of marketing strategies, and so on. Big data from the "static charts" to "dynamic optimization", and thus achieve "data empowerment", what is dynamic optimization? See the figure above, for example: thousands of people thousands of Taobao home page, as one of the earliest and largest e-commerce enterprises, with the accumulation of massive user data, Taobao based on the user's historical behavioral data, shopping preferences/frequency/customer unit price and other data, to build a "high-definition" user profile, so as to achieve thousands of people thousands of interfaces to display, and precise The display of thousands of interfaces and precise marketing behaviors such as pushing preferential activities/coupons. As early as a few years ago, the mobile Internet completed the iteration of recommended search, today's headlines is the distribution of information and content to the extreme, the introduction of AI algorithms to achieve content personalization, according to the user's interest in the content/topic for recommendation. Another example: McDonald's as the representative of the traditional offline enterprises are also gradually transforming, the reason behind is the development of IOT technology and intelligent hardware, for example, we used to buy a burger may need to wait in line for a long time to order, but once the process data, McDonald's through the introduction of self-service ordering machines and other equipment, combined with APP and other online platforms, to achieve the digitization of the customer's purchase process. Second, intelligent marketing digital marketing is the driving force, enterprises have to intelligent, the essence is still because "intelligent" can bring consumers a better experience and valuable services. Similarly, "marketing" as the realization of business value to complete an important part of the business, enterprises through the construction of online marketing position, to provide consumers with a better experience and service, so if the enterprise does not respond to industry changes with an open mind, consumers must tend to be smarter brands. 1, the prelude to intelligent marketing: the drive of digital marketing The drive of technology directly affects the way consumers and brands connect, as we all know, marketing is in the process of continuous evolution, marketing 1.0 era is centered on the product, mainly price wars and advertising, the main task is to complete the dissemination of information obtained in the limited resources is also very limited. Marketing 2.0 era is shifting from product-centered to customer-centered, enterprises need to find an effective way to establish contact with customers and launch their products. At this stage, companies started to think about their target market, basing their marketing on people's interactions, word-of-mouth, and communities. Marketing 3.0 era has entered an era of emotional marketing, with media innovation, content innovation, communication innovation to conquer the audience, this stage of the familiar precision marketing, word-of-mouth marketing, mainly with the Internet technology to do digital communication. However, as people's needs turn to personalization and fragmentation, marketing has undergone an important transformation, the user into the production of marketing links, the need to keep up with and even predict the user's next demand, a new marketing model built on top of the mobile Internet, big data and cloud computing, which is the upcoming marketing 4.0 era, that is, intelligent marketing. 2, the trend of intelligent marketing: focus on the brand to the customer journey Similarly, when the smart hardware into the family, enterprises need to continue to provide users with better service and experience, so the smart marketing is driven by digital marketing, enterprises need to actively build online marketing positions, when consumers dominate, smart marketing throughout the entire user lifecycle, from the first time you learn about your brand, the first contact with your content, the first time to try, the first time to buy, to recommend to Friends of the process, through data insights into user satisfaction to guide the upgrading of products and services, and continue to improve the value of marketing. 3, the basis of intelligent marketing: the full life cycle of the customer data associated with customer acquisition from the placement to the landing of the registration to the trial to purchase, until the final product use and experience services, each link in the process can be used through the data insights, to find a more accurate placement strategy, find a better product experience, find the impact of user retention and user turnover, find a better product experience, find a better product experience, find the impact of user retention and user turnover. Find the key reasons affecting user retention and user churn, find the strategies affecting user word-of-mouth communication, and realize intelligent marketing around the whole life cycle of the user. Zhuge io launched "Intelligent Reach" as early as 2017, which is one of the earliest products in the industry to make marketing smarter by opening up user data with "insights into user needs", Zhuge io's "Intelligent Reach" was once well received by customers. "Intelligent Reach" of Zhuge io was once praised by customers. The final result of the data must play a role in the enterprise's business, and with this in mind Zhuge io spent a lot of money on research and development to create a "smart marketing platform" and launched it online this week. The new intelligent marketing platform combined with business application scenarios for each user full-process care, through accurate real-time user behavior analysis and feedback, the use of red packets, coupons, intelligent push, to enhance the user's purchase of the conversion, and at the right time, through the right channel, in the user loss of different phases of the automated recall, in different stages of the user, to the potential or historical users to carry out all kinds of marketing activities, and so on. From the perspective of data to guide the marketing strategy scientifically, so as to improve user conversion and realize rapid business growth. The future marketing process is the era of intelligent marketing. Can not just rely on manpower, assuming that the enterprise 100000 consumers, each of their psychological state and product demands are different, this time the enterprise to provide services should also be different. For example, Zhuge io's intelligent marketing platform can help enterprises. By transforming the user's real behavior into a digital description, it meets the user's current needs while predicting the user's potential needs, and delivers the user's most needed services (goods/values) to him at the right time to achieve precision marketing.