How about automated marketing? Automated marketing system (see

Ve MarketingAutomation is a software system, which uses automated workflow to perform various marketing interactions based on accurate crowd portrait strategy and marketing data analysis. Also known as marketing cloud, marketing center. Now it has entered the third generation.

The automatic marketing of customers' whole life cycle is embodied in several aspects:

1, seize the critical moment

There are some "MomentofTruth" (MOT for short) in the whole life cycle of understanding, communicating with brands, purchasing products and receiving services. For example, a few minutes before customers pay attention to the official account of brand WeChat, and when customers have not paid online, members will soon enter an inactive period.

These critical moments are the best time for marketing, and they are often fleeting. Accurate capture and good use will produce great results.

2. Real-time communication

When every key moment of the customer's life cycle has been sorted out, enterprises need to formulate a communication strategy for each MOT and communicate in time at a specific time. Naturally, such communication strategies must be automated. When the brand's automatic communication strategy is deployed, the full-time communication mechanism of alwaysonengagement is formed.

3, the achievement of marketing activities

In addition to the MOT and AlwaysOn communication strategies that accompany the customer's life cycle, enterprises also need to actively market specific target customers from time to time, which is the so-called Campaign. With data insight, the activity has also been upgraded to a data-driven activity. Under a big activity theme, people with different characteristics, different communication points, different communication channels and different communication opportunities need to be treated differently in order to maximize the effect of the activity.

4. Combination of scale and individuality.

In the field of marketing communication, simple large-scale communication is not difficult, and there are many means such as advertising and mass communication. It is not difficult to provide one-to-one service for a small number of VVIP customers, but it is difficult to communicate with all large-scale customers individually. Many enterprises have tens of millions of customers. To realize the personalized communication of large-scale customers, we need clear crowd stratification strategy, corresponding content strategy and powerful tool support.

5, in line with the characteristics of the industry strategic model

The above method of large-scale personalized communication strategy is applicable to all industries, but the specific implementation strategy of each industry will be different in details. It is suggested that every industry should summarize the best practices in the industry, and enterprises can learn from the experience of the industry and try to optimize the strategies that meet their own conditions.

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How to establish an accurate and efficient marketing automation management process

1, and establish an accurate CDP customer data platform.

(1) Flexible and extensible customer data structure

The core purpose of CDP platform is to fully study the "customer" and skillfully define the "customer" data model, which can directly support various mainstream customer data sources, including offline transactions, platform e-commerce, self-built e-commerce, WeChat, members, websites, apps, applets, etc. Moreover, the data structure is highly flexible and extensible, and can be freely expanded in a development-free way to meet the actual situation of enterprises.

(2) Omni-channel data automatic summary

The data left by the same customer in different channels, whether it is data content, data volume or identity information contained in the data, are very different. DMHub(DigitalMarketingHub) marketing cloud has built-in functions of automatic identification and automatic merging of identity information, which can effectively and automatically summarize the omni-channel data of the same customer into the customer global file without manual steps.

(3) Life cycle model

Canvertlab marketing automation has built-in customer life cycle management module, which can conveniently and intuitively model the life cycle of ideal customers, including the definition and automatic judgment of different stages and the automatic migration between different stages; At the same time, it provides effective analysis and insight tools, including the distribution of customers at different stages of the life cycle and the changing trend of people at different stages.

(4) Label management

"Label" is the core part of customer portrait. Marketing Cloud 3.0 has a complete tag management module, including the definition of multi-level tag structure, the logical definition of tags, and a variety of tag generation methods. DMHub supports manual batch labeling, automatic process labeling, automatic rule labeling, model calculation labeling, user-defined logic labeling and other different generation methods.

In addition, the marketing automation tool also provides a label template library for various industries, which effectively shortens the time to build an overall label library from scratch.

(5) Population segmentation

After the individual portrait of each customer is completed, the customer group can be subdivided, and crowd segmentation is one of the important basic tasks of all analysis and insight and precision marketing.

The marketing automation platform is extremely powerful and flexible in crowd segmentation, and can choose multi-level combination. The refresh dimension includes all data managed, including customer basic attributes, portrait data, behavior data, transaction records, membership files, marketing data, etc.

(6) Open interface

The marketing automation tool has a mature and complete open interface, which can not only receive the original data from the outside, but also output the processed portrait data to the external system, and can also flexibly exchange data with other systems. Through the open data interface and flexible scalability, CDP can be used as an intermediate platform for enterprise customer data management, constantly collecting and exchanging data, and generating the greatest data value.

2. Establish the whole customer interaction management platform.

Omni-channel is a necessary option.

Today's customers will contact and interact with enterprises in all channels. If enterprises only treat different channels in isolation, such as e-commerce platform and WeChat as two unrelated channels, the same customer may receive inconsistent communication information in different channels, which will greatly destroy the customer experience.

Interaction management, a customer of marketing automation, should include rich channels such as WeChat, targeted advertising, email, SMS, APP message push and Alipay life number.

3. Establish an accurate marketing data analysis center.

(1) customer analysis

(2) Behavior analysis

Count the number of people, times and trends of each behavior. Behavior analysis can learn the following similar information:

-How often users visit the page.

-Recent orders and turnover

-Which source has the largest order?

-In the past, I paid attention to the comparison between the official WeChat account and the number of customs clearance people.

(3) Time distribution analysis

Time distribution analysis can help brands understand customer behavior within a specified time window, and data kanban can be presented according to weekly and 24-hour distribution heat maps, so as to intuitively understand the characteristics of different customer behaviors in time distribution.

(4) Funnel analysis

Funnel analysis can help brands measure the customer transformation and loss at each step of a business process, and then optimize the design of customer experience process in marketing strategy by analyzing the transformation data at each step, thus improving customer experience and conversion rate.

(5) Path analysis

Path analysis can help brands understand the order of customer behavior, so as to clearly understand what related behaviors will happen before and after a specific behavior (such as the following list).

(6) Analysis of conversion interval

Transformation interval analysis can be used to find out the characteristics of two potentially related behaviors and make correlation analysis. For example, how long does it take for new WeChat fans to complete membership registration? How long does it take the customer to complete the order after adding the shopping cart?

(7) Order analysis

Marketing automation tools provide a set of analysis tools for order data, which can help enterprises to effectively analyze the characteristics of customers' trading behavior, including:

-Order analysis

-Return analysis

-RFM analysis

-repurchase analysis

(8) freely assembled data kanban

Data Kanban can summarize and manage all the analysis items, and display the analysis results in a centralized way. All the above analysis can be used as one of the analysis components of data kanban, and summarized and displayed here.