Cloud like Digital CEO Anshui: How to define CRM under large data?

Donews October 29 News (reporter Yu Vivi) After the completion of the B-round financing, the domestic Internet service provider Ruijin in August in the company's internal restructuring, announced the beginning of the company group operation, and the establishment of a CRM based digital Integration Services company "cloud image number."

As for this major strategic change, cloud-like Digital CEO Anshui said that the internet market is changing rapidly, consumers in digital living space and real life Space interactive transformation, with strong digital characteristics. When consumers have started to become the center of the brand, all industries in product manufacturing, corporate marketing, corporate responsibility, and so on, all need to redefine the relationship with consumers, create and consumer interaction model for consumers to create needs and value experience.

"Cloud-like numbers are the hope of leveraging their own technology to fully integrate the fragmented information collected in the past on social networking sites and electronic business platforms to help boost business performance," Anshui said.

Consideration of group operation

Why is it time to start company restructuring? Anshui said that in the past, any brand was in an entity, physical space down to operate, but with the rise of mobile internet and more business models, so that brands are in two-dimensional space, namely: display physical space and digital space.

Compared with the past single logistics space, the brand is now more solid, in a variety of terminal channels of the era of intersection. But in the face of the market, a lot of companies are facing the various channels of information gathered at the end of the intelligent integration problem. In this large background, enterprises must have to identify different points of contact, integration of effective information capabilities.

However, from the current internal structure of Ruijin, the individual for the electrical business Enterprise Services can not meet the group's development demands, the establishment of comprehensive data analysis company is very urgent, and it is for this reason, the company officially established on August 1, the cloud image figures.

"The future cloud image is the desire to create a complete consumer portrait, to serve more business in different environments, by understanding the portrait of the consumer," Anshui said.

The intention of establishing a cloud-like number

According to the introduction, cloud image is a digital based on consumer assets of the full service company. At present, cloud image number based on CRM products will have three aspects of service content, including:

First, CRM: To create a complete consumer data assets, data mining, business analysis; second, digital integration service marketing, including brand creativity, planning, user experience, social marketing, media management, etc. third, the digital integration Service channel, retail management, the entire channel (O2O) operation, the electric business operation.

Anshui said that the past data collection on the brand tracking is mostly the line under the distinction, the future cloud like digital hope to be able to achieve the line under the integration of the development of real comprehensive understanding of the enterprise, tracking consumer behavior. On the one hand, clear the source of the purchase of users, characteristics, habits, on the other hand know the whereabouts of users, this is a just need. And from the enterprise's O2O strategy, the integration line under the data is also very necessary.

When talking about the group operation, Cloud Image and Ruijin in the business may be the intersection of problems, Anshui explained that at present the entire company's customer demand has shown a variety of trends, the next Ruijin will focus on the operation of the electricity business, Cloud image numbers will be dedicated to digital marketing and digital channels to serve the merchant.

O2O need to get through data and products

Anshui, the current cloud-like digital service industry mainly includes FMCG, mother and infant, home appliances and automotive industry.

For the reasons for choosing these industries, Anshui said that these industries are consumers most concerned about the industry, the common point is that more emphasis on communication with consumers, and consumers for such brands have some additional emotional value, but their pain point is that their data sources are fragmented, the need for large-scale, Efficient communication means that the enterprise needs CRM.

Talking about the current domestic O2O operation of the general situation, Anshui said, O2O including O2O channels and O2O marketing, different companies to apply the scene, the demand is different, therefore, the development of the O2O in the process of that particular need to be targeted to transform: First, the product to get through the data; The entire product chain of the enterprise through.

"If there is no product data and consumer data to get through, that O2O is only superficial creative marketing." Only the line will be able to carry out the entire O2O operation, otherwise it is difficult to call the real O2O ", Anshui said. Finish）