User label &; Construction of customer data platform of amp marketing system

What is CDP? CDP (Customer Data Platform) is a customer database managed by marketers. It collects, integrates, analyzes and applies real-time and non-real-time customer data from different channels and scenarios, so as to achieve the purpose of customer modeling, designing marketing activities, improving marketing efficiency and optimizing customer experience, thus promoting the growth of enterprise performance and profits. Why do we need to build CDP contact fragmentation and multi-channel under the traditional marketing model, we are increasingly short of traffic and the traffic is becoming more and more expensive; In essence, what is really reduced is not the traffic, but the fragmentation or even pulverization of the network; Advertisements reach some target users, or customers come to the store (online or offline), which generates interest, even a clear intention, or generates consumption. However, we don't know who these users are, and we can't reach them again. Therefore, we need to access and access omni-channel customer data; We need CDP as the enterprise user data center; The customer data scattered in various channels and isolated systems are extracted to a unified big data platform and processed into a unified structure, and then integrated into a unified customer database. Refined operation With the prevalence of e-commerce, the way consumers get information has changed, and shopping habits have also changed. We can't stay in the traditional gameplay, treat our users widely, and meet the consumer demand from toothless (baby) to toothless (old) in a certain area with tearful goods as much as possible. User operations are basically not refined; At the same time, a lot of advertisements are wasted on inaccurate target groups, and the greater waste is that users who have seen advertisements and visited stores just met us. Due to the lack of follow-up interaction, a large number of accurate potential customers are not interested, those who are interested have no intention, those who are interested have no purchase, and those who have purchased have no repurchase. Data-driven growth companies don't grow, then they are dead! A famous saying tells the eternal truth of "growth" in enterprise operation. Paying attention to user experience and value is the goal of enterprise growth. Driven by technology and products, this core value makes the growth efficiency of enterprises expand rapidly, thus maximizing the future commercial interests of enterprises. Today's digital operation has gone far beyond the definition of traditional marketing and the concept of digital marketing of ordinary enterprises. For example, we know website marketing, WeChat marketing, search engine marketing, social media marketing and so on, and the concept of media advertising has gradually become an essential competitiveness of every company. Today's marketing concept has quietly extended to products, as well as sales and service departments and fields. More importantly, today's digital operation has achieved faster business growth through the research and development of core products and user experience. Especially in the retention of users, it is necessary to improve the conversion efficiency of each link, optimize in each channel at the same time, find the optimized way quickly with data, and constantly evolve and iterate. This paper discusses why CDP is needed, and then discusses how to build CDP and how to build CDP user data precipitation. In order to understand users, and then carry out refined operations on users, it is necessary to collect and precipitate user data. These data include online and offline shopping behavior data of users, consumption data of consumers, interaction data with users (planting grass, drainage, transformation, fission) and so on; Only by constantly depositing and mastering three-dimensional, multi-dimensional, fresh and timely user data can we gain insight into users and know from what channels they came in, what they did after coming in, what they saw, what products they bought and what they jumped out of, whether it was shopping experience, product attractiveness or price; With these data, we can interact with users with different needs and preferences with high quality and high frequency. The new interaction further enriches the user data. After OneID omni-channel user data access and pull-through, it needs a set of ideas and methods to solve the data island problem. OneID's approach is to break the data island and realize data accommodation through unified entity identification and connection. Simply put, users, equipment and other business entities will be mapped to a unique identifier (UID) in the corresponding business data, and the data of each dimension will be associated through this UID. The specific method is based on mobile phone number, ID card, email address, device ID and other information, combined with business rules, machine learning, graph algorithm and other algorithms to carry out ID-Mapping, and map all kinds of UIDs to a unified ID. Through this unified ID, the data of each data island can be correlated, data accommodation can be realized, and the accuracy and comprehensiveness of data applications such as business analysis and user portrait can be ensured. Collected data-based user data for operational capacity building, and accessed omni-channel user data through OneID. Next, we think about how to manipulate data. The specific approach is how to manage the user's life cycle, what marketing activities users need to take at each stage, and how to interact with users at each stage. For example, the user life cycle can be divided into acquisition, activation, retention, realization and recommendation; Through e-commerce platform, self-built micro-mall, private domain traffic operation community, mass marketing platform and self-media matrix, various customized contents are used accurately and frequently to "plant grass" for users, achieving high drainage, high conversion, high joint purchase and high activity fission. Finally, talk about what needs to be done to build CDP. What do you need to do to establish CDP user label system? The purpose of constructing user tags is to describe and depict the characteristics of a certain dimension of users, so that users can obtain information quickly. It can be divided into attribute tags, statistical tags, rule tags and mining tags. Through user tags, business personnel can quickly obtain user information, discover salient features, gain business inspiration, and realize insight into user characteristics; Tags can enrich the dimensions of data analysis, and the data query platform can support richer analysis and comparison and increase data analysis after opening tag data; User tags can cut the user groups into finer granularity, supplemented by SMS, push, email, activities and other means to drive care, recovery, incentives and other strategies to achieve refined operation; User tags are the basis of many data products, such as personalized recommendation system, intelligent operation platform, advertising system, CRM and so on. User life cycle management We divide the user life cycle, analyze the conversion rate of each node in the life cycle through the conversion funnel, and optimize the influencing factors of each node by combining the business objectives and operational objectives of each stage; For example, in the acquisition stage, as the product reaches the user for the first time, this is the starting point for the user to use the product. At this stage, our operational goal is to attract new customers. To expand the scale of customer acquisition, we must first realize two other kinds of matching: (1) language-market matching, that is, the degree to which your description of product advantages impresses the target users; (2) Channel-product matching, that is, the effectiveness of the marketing channel you choose to promote products to the target users. -Growth Hacker therefore pays attention to the matching degree between product description language and market, explores high-quality channels and attracts users to register and use. For example, in the retention stage, the main goal is to wake up and retain users; First, different companies may have different ways to measure reservations. The most basic retention indicator in the field of e-commerce is the repeated purchase rate of users, such as the number of times users buy products every month. Then filter the retained data to find out the reasons why users stay or leave. The marketing center covers six main links of digital marketing activities through the marketing center: offline marketing scheme, including marketing objectives, rhythm, methods, customer base, content, personnel and implementation process. Content formulation: graphic content, coupons, courtesy, event reservation, etc. Corresponding to the manufacturing scheme. Customer segmentation: accurately screen customer groups according to the purpose of the activity. For example, it is created by rules such as basic attributes, consumption indicators and membership indicators. Accurate delivery: active push (timing, cycle), triggered push (attention, registration), QR code delivery. Effect evaluation: omni-channel customer data collection; Number of open registrations; Coupon issuing and receiving cancellation events; ROI analysis and so on. Business analysis: further analyze the comprehensive effect through some business indicators, and further empower the marketing plan optimization. This text