4 Big steps to play with data marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Compared to big data, the data now may be more direct and accessible to businesses. One of the most direct uses of data is marketing. Through the data support in the marketing process, we can reasonably promote, discount and lead to the order.

The core of data marketing is based on user data to the user targeted marketing. Database based marketing generally divided into several types: registered not generated shopping cart, generated shopping cart did not generate orders, generate orders unpaid, no second purchase, no duplicate purchase, favorites users. Based on these basic user data, we can classify users into a variety of user groups for user marketing. If it is a registered user and completes the login, and its own system log system to do better, it can also capture the user's merchandise browsing information.

With this data can basically complete the relevant data sales action. It can be divided into three steps: activating new users, completing order payments, and preventing users from losing. First, according to the business process analysis of the user's life cycle, from the drainage start to leave. The general process is this: drainage, registration, shopping cart, order, payment, repeat purchase, experience service, loss. In such a process, any increase in the conversion rate of any one point may increase sales.

Activate

The increment of new user is a very important factor to measure the potential of a website. According to the user's contribution to calculate, in a more crude way to calculate, is: per capita contribution = Total sales/Total consumption = Total sales/Total number of registrations/registered consumption conversion rate.

On a stable site, his style, commodity prices, merchandise quality, drainage channels are certain, basically determine the site of the target group where. Further, the conversion rate within the site (from registration activation, payment rate, repeat purchase rate) is basically stable. Unless you modify some of the shopping process, payment process and merchandise display and other things, otherwise the change will not be too big. Based on this assumption, your total enrollment number is a key indicator. PS: If you are not sure, look at Taobao's registered user growth and sales growth curve, this is the user dividend. )

When the user completes the registration, you have the related contact method, the general is the mailbox, has the clearer telephone. If it is a social class landing, it would be better to push the message to a low cost. New registrations do not generate sales of users, the general practice is to use the discount information to complete the first order. The reason is simple, sometimes discounts may make you lose the first single, but you have the following message: The user's contact information, the specific delivery address (most likely is his life place, used for regional marketing), and more importantly, the first single experience, this is very important, just like the road once, the next time it easier to go. For the entire shopping process, the most complex place to complete a purchase is a discount.

Urge to pay

Reminders are divided into two parts, the general shopping process to select, pay two: some of the payments from the collection began, to the shopping cart, to order, and some directly from the payment order began. This depends on your system, as long as the relevant data are recorded, the unpaid orders for simple reminders can be. (Of course, if you don't feel enough to send a little welfare over). Reminders only need to control the time, such as 1 days, 7 days, 30 days for reminders, corresponding to different strategies, 1 days just reminders, 7 days to send points, 30 days to send cash coupons and so on.

can also be different levels of users to pay, the user's classification is the accumulation of higher consumption, more recent frequency, a large number of individual orders, so that the corresponding reminders can be set up different cash coupons. Reminders can also be set up, such as using chat software, text messages, mailboxes, my account to complete.

The part of the shopping cart is to quickly generate the order and complete the payment, with the relevant discount coupon effect is better, you can also use the threat of marketing. For example, the price of shopping cart goods, for those who bought some special products. For example, the next shelf, when some goods in stock less, remind the shelves, immediately to its payment.

The other part is the list of favorites, what is the general function of the list of favorites? No, no, no, No. 1. Attention to goods, wanted. 2. Comparison, has the general direction, select a few goods to compare prices, styles and so on. There are a few points from this: category preference, price preference. With these points, you can do a very cow action, a collection of more than a certain category, a product to do the overall promotion, design price discounts, and then according to the target group of related adjustments.

Classification

Users who have purchased 1 orders have a basic understanding of your site. From the website shopping, to pay, receive goods, and the quality of related goods, with the initial impression, you can carry out the relevant user clustering marketing. The basic user base can be divided into the following categories:

1. Category preference. Or more accurately is the product preference, this user only in your site to sell goods, such as I prefer to buy small things Taobao, when buying books, in Milan net to buy clothing, everyone to buy every site generally have a fixed preference. In particular, often online shopping. Can be viewed from the website of goods, collections, shopping carts, purchases of goods can be analyzed basically.

2. Price preference. From the price distribution of the class purpose and the price of the goods purchased and clicked, the price preference of the consumers is basically analyzed. There is also the use of discount coupons, the integration of the situation, which is based on the existing discount. For example, if someone is sensitive to the price of a commodity, the cost of the freight can be adjusted; for example, the freight is the service category, and the commodity is the category of goods, there are many people like to pay 10 yuan of freight to buy 20 pieces of merchandise, this is to buy services. And you're going to be 30 bucks straight, and he'll feel expensive. These require a price AB test to test whether the user is looking for goods or services.

3. Holiday Preferences. This kind of preference is rather lazy. Holiday preferences only so produced is nothing but a few things: 1. Holiday will do some discount, often discount strength is relatively large. 2. The merchant will prepare the related goods according to the various topics, then divide the types. With these two points, merchandise easy to find, and discounts, naturally a lot of lazy people waiting. Such people are often the first two kinds of combination, and just the holidays meet their demands, so there is such a group. But the usual trick is to increase the price discount, tail cargo processing and so on. Luck may come across the business is the use of pop products for drainage activities.

Retain

Retention refers to the original purchase of the user no longer bought, to the user of the retention of marketing. Generally there will be January, March, June practice, different categories and platforms corresponding to the different time, in other words, different classes and platform of the user life cycle is not the same. Taobao clothing similar to the female users will generally be more than Taobao clothing male users active, 1 months without landing female users may be lost, male users may be normal. Therefore, this can be considered in terms of platform and class purpose attributes.

We can set a ballpark threshold, and when we exceed a certain value, we need to do a retention measure. Retention measures are generally recommended new products, integral use, discount coupons reminders, related to retention activities. For those who have a larger number of platforms, you can set up to retain the user's zone for marketing, the main way is different grouping of users, with the corresponding high-quality merchandise to attract, and then use the corresponding discounts, services, etc. to change back, this will be more accurate.

There is also a more sharp way is the point of direct exchange of cash coupons for consumption, points to consumption is relatively far, if the direct exchange of cash coupons, it will make people feel, and increase stickiness. Think of the micro-letter red envelopes, direct red packets led to millions of of the bank card binding, or that there is a lot of psychological people.

Summary

Data marketing for users is typically a few steps ahead, the above sharing is a few ideas, the main is based on the user's life cycle design, specific implementation can be based on different types of platform to implement, because everyone's commodity structure is not the same, the price range is different, the corresponding users will be very large differences. This specific implementation of the choice of goods, user classification, the main way to be based on their own situation, the basic is the user, the product of these two to get clear. Whether it is the use of commodity analysis to user analysis, or user analysis to the commodity analysis to do, the final affirmation is more familiar with both, in order to more complete control of marketing.