Using data intelligence, Amazon cloud technology helps companies build endogenous brand growth

现如今,Marketing is getting more and more confusing.不论是“破圈”的直播带货,Or the brand side personally came to ridicule“抛梗”营销,And multi-channel marketing methods such as circle of friends advertising,都指向了同一个事实:The marketing battlefield is quietly changing.

New marketing needs in the new era,具体表现在:

1、 Data-driven replacement of process-driven operating models has arrived;

2、 The personalized operation model of consumers represented by Internet companies has been deeply rooted in the hearts of the people;

3、 while developing new,More and more become a necessary times stock maintenance and mining.

——Founder and CEO of Galloping TechnologyCEO 程华奕

随着云计算、大数据分析、Deep learning technology matures, etc,retail industry classic“人-货-场”The three-element theory is also evolving,Mining customer insights with big data,Building diversified marketing and consumer scenarios,While providing a high-quality consumer experience,提升消费者生命周期价值.

人:Multidimensional Labeling System,In-depth analysis of consumer demand

Positioning the differentiated individual needs of consumers,“千人千策”Thinking that maximizes the impact on consumer decision-making links,It is forcing companies to put more and more labels on consumers.User fills in data、用户行为数据统计、算法生成、Data collection methods for third-party procurement, etc.,Allows individuals to be aggregated bottom-up under more data labels.

Common base attribute data tags

Want to impress consumers,so that they can see what they want anytime, anywhere,Find the products and services you want to buy.This means that brands need to understand the labels on consumers,越丰富、The finer the particle size, the more effective.More personalized labels,Also means higher data storage needs、Stronger computing power requirements and larger data analysis teams.So how to measure return on investment has become a soul torture.So when business units make marketing decisions,常常会“捉襟见肘”.

这是因为,

传统意义上的“人”指的是消费者,But in the context of digital marketing“人”is the marketing object of the multi-dimensional view

,Research targets more than just consumers,Possibly a nearby store,is a business that purchases electrical equipment,is medicineHCP,car dealership……In the transaction scene where the purchase behavior occurs,人-货-Field will produce corresponding data,and there is a coupling relationship.简言之,

“人-货-场”The relationship contains not only business data,There is also a sales logic

.

因此,通过数据分析、挖掘、Data labels generated by means such as interpretation and data modeling,More able to help brands generate a wider range of tags than implementing tags and rules tags、颗粒度更细、Precision higher tagging system,multidimensional、multi-object labels,is a labeling system that combines business logic and rules,Can better cope with the ever-changing and differentiated needs from the business side.

客户数据平台(CDP / Customer Data Platform)It can help brands to establish a multi-dimensional label system,Used to identify unique objects.

Different departments are conducting business analysis,Or have a customized data requirements,借助CDPThe analysis of the platform can achieve flexible and high performance

.The reliability of such a data platform for infrastructure resources、Flexibility of resource supply、Diversity of data processing engines、Immediacy of query results、The simplicity of operation and maintenance has extremely high requirements.显而易见,These features are native features of cloud computing technology.,因此,Deploying a customer data platform on the cloud has also become the consensus of many brands.

货:Data empowers content to be communicated efficiently,Find the best marketing strategy

传统意义上的“货”,is a product delivered by the brand.And in the current digital marketing link,”货“before reaching consumers,Consumers pay for is spread“内容”,是一张图片、一条视频、information and ideas conveyed in a text.Gain insight into consumer preferences,Accurately provide content that meets consumer pain points,The only way to do digital content marketing.

因此,

Brand owners need to change faster、more experimental ideas,And have let“想法-实验-洞察-收获”The ability of the cycle to run faster

.Qualified marketing digital intelligence model,Brand owners should use multiple objects、Multi-dimensional labeling system based on insight into marketing target customers,借助A/B测试,在UI和文案、信息架构、流程交互、Exploring the best strategy in scenarios such as new product iterations,Coordinate with key time points in the consumer life cycle,Output corresponding to the operating strategy,Use marketing automation,Output communication content that adapts to different customer groups,Promote member repurchase and new user recruitment.

The accuracy of data and content、Personalized reach,Ask marketing technology platform to provide high performance of real-time computing.Diversified marketing activities and business scenarios,Requires highly resilient system support,while being flexible and responsive to business needs and current market changes,Need to be agile architecture as the foundation.

In the view of Amazon Cloud Technology, the pioneer of cloud computing,With the increase of content-type unstructured data,The scenarios of data processing and analysis are also increasingly diversified,For different use objects,Need to build a different data engine,The use of artificial intelligence and machine learning,Make data collaboration on multiple platforms more efficient.

Today's era is an era of constant segmentation,No single application can meet all scenarios of an enterprise,What kind of technology can be applied to all applications.与此同时,New technologies are constantly emerging,New applications are constantly being built,This makes customers often face the challenge of difficult choices when building business systems.Amazon Cloud Tech takes notice of customer woes,put yourself in big data、Many years of technology in the field of artificial intelligence,Create a smart lake warehouse solution,Reunite with excellent partners in the industry,Together to build a close to the customer actual demand of industry solutions,Allow customers to focus more on their own business development.

—— Amazon Cloud Technology Ecological Partner

The architect head 范捷

场:Integrated Data Capability,Integrate diversified consumption scenarios

大家熟悉的“场”,Is the supermarket、门店、销售渠道,In the context of digital“场”is the digitization of offline stores,It is also a rich online marketing touchpoint.

Digital transformation focuses on the process of internal consensus,认知、Consistency of actions and data

.Different departments choose different marketing tools,need to open the data、Invest more resources in access and applications,have the opportunity to form a complete and efficient link.

举个具体的场景,Different ecological field,The capture of the consumer、触达、Conversion costs vary.Consumer communication in different channels also has its own advantages and disadvantages,For example, mobile phone template message、Although the content of the official account can directly reach users,However, the frequency of sharing and interaction is also relatively limited.;Small programs interact more,But push is limited.In order to improve the efficiency of resource allocation,In addition to higher penetration of brand private domain contacts,More attention should be paid to the continuously optimized combination ratio.Consumer interactions across multiple touchpoints and scenarios,Dancing in chains, no doubt.How to Achieve the Best Media Portfolio for Marketing and Operations,How to Find the Best Path to Consumer Conversion,It is a problem that the brand side needs to solve urgently.

ChiefCloudsThe problem-solving idea is to build a solid、透明、Configurable data center base,Suitable for brand owners,Integrate complex internal and external systems and data needs

.Amazon Cloud Technology provides a loosely coupled computing and storage system for this、Cloud-native low-O&M data governance environment、Privacy security compliance model framework,通过ChiefCloudsThe data center helps enterprises realize the assetization of data shared across organizations.

The data center is responsible for integrating multiple sources from the data lake warehouse、data across channels、沉淀为数据资产,And unified distribution across application systems.Categorize, cleanse and manage aggregated data、Establish data lineage backtracking,For rich data scenarios,such as crowd analysis、Discover insights and deliver,Optimization suggestion output、As well as automatic docking of ad serving servers, etc.,Data for marketing、销售数据、The integration and application of consumer data and even supply chain data provide the foundation.

ChiefCloudsA data center based on Amazon cloud technology,Not only supports rich and diverse data source channels,More meet the application needs of diversified marketing channels.例如,Cross marketing platform or a member of the integral、Docking digital marketing and traditional SMS channels to recall silent users、One-stop customer management that empowers smart shopping guide tools、Monitor the performance of each sales terminal and organization, etc..These jobs requireChiefCloudsBatch flow one of the rules can be configuredOneID能力,Adapt to real-time information integration and offline global optimizationID整合.

品牌案例:Integrated data intelligence of a famous small household appliance brand,Injecting tenacious and lasting vitality into full-link business scenarios

近年来,The focus of the brand's product marketing strategy has gradually shifted from traditional“线下”向新兴“线上”转移.同时,更加侧重 C 端消费者,直接与消费者沟通,Carefully listen to the consumer,to better improve products and services,Effectively enhance the added value of business,Build a good brand reputation.尤其近两年,受疫情等客观因素影响,Brands accelerate sales of their products and services to“线上”The pace of the layout.

In its new consumer experience upgrade planning and practice,First launched the core CDP Customer data platform and shopping guide system,之后更进一步,Introducing a Marketing Automation Platform,And comprehensively upgrade the member center applet.In the marketing innovation roadmap planned by the famous brand,Select precise interactive product system,Precision investment in strategic marketing practice,Clear division of labor and efficient coordination,for spanning“人-货-场”Full-link business scenarios access tough and lasting vitality,Building a brand that travels through time(对消费者的)粘合力.

ChiefCloudsThe built customer data platform has achieved the following benefits:

1.Labeling integrates multi-threaded business data;

2.Around the consumer life cycle precision marketing touch the key marketing node;

3.Build a mobile membership center,Empowering shopping guides across product lines to improve consumer conversion and satisfaction.

This series of data platforms is gradually built on the basis of the integrated architecture of Amazon cloud technology and lake and warehouse,Deeply excavated the value of omni-channel user data for brands、Successful build the enterprise private domain interactive data base,And realized the sales strategy and precise marketing touch.

Growth is not the goal,but a science.when we practice this science,the result is growth

.The pioneers of the brand as a number of intellectualization transformation,Their practical experience is the best verification of this statement,Gives a very valuable reference answer to the endogenous growth of the layout.

in the global market including China,Hundreds of thousands of customers in the use of amazon's cloud lake science and technology intelligence warehouse service.一方面,以ChiefCloudsQuickly build a data platform for the representative marketing technology partners based on Amazon's smart lake warehouse solution,on demand,Start the construction of data platform for enterprises at low cost.另一方面,Brands take advantage of these combined cloud computing、大数据、artificial intelligence technology solutions,To quickly provide targeted customers with a personalized digital marketing experience.

结语：

面对新趋势,A good marketing digital and intelligent transformation can become the endogenous growth force of the brand,replace static、Mechanized empirical thinking,Become a solution to complex system uncertainty、优化资源配置效率,And a sharp tool to build a new type of competitive advantage for enterprises.

公司介绍:

About Galleon Technology (ChiefClouds):

Excellent consumer data and marketing cloud platform solution provider.First-party consumers with independent intellectual property rightsCDP数据平台,Crowd opening possible、Labeling and sorting circles,This is the foundation to build covering digital media and positional operations、CRM、Omni-channel and full-link consumer operation system for scenarios such as smart shopping guides,Connect the complete ecological scene from the construction of marketing application products to customer service.

关于亚马逊云科技:

亚马逊云科技是全球云计算的开创者和引领者,Committed to helping customers around the world with digital transformation,推动创新,重塑业务,取得成功.Amazon Cloud Technology's New Base for Enterprise Marketing Digitalization,Has the broadest and deepest range of cloud services、Marketing Digital Expert Team,And through the marketing technology partner ecosystem,Provide solutions for the entire digital marketing journey of enterprises.

亚马逊云科技携八家臻选营销技术合作伙伴,组成多层次全链路营销智库,发布企业营销数字化实战行动,从底到端为企业数字化营销加速启航.基于云技术从数据如何赋能营销、广告营销精准触达,到客户的体验提升,共同赋能客户实现营销数字化转型.

Qr code and code or click here to read the original text,申请“客以云来”优惠礼包,Access to cloud services rebate and digital marketing think tank to provide free advice、评估、Implement special benefits such as escort.