How do we get started?

Moderator: Thank you, refinement sounds a lot of learning, we think, if from only 1000 a day to 200,000 single, how many things to do, how to start it, all the rules and regulations are listed to do not, we have to communicate and study after the first thing is very important, is to put the command post forward, Mao Zedong War when the command post at the forefront, Chiang Kai-shek is located in the rear, Chiang Kai-shek said brothers to me, Chairman Mao said brothers we together. Only our CEOs know the most about the frontier, can make the real refinement, so I think any management, any refinement must start from the first step, and to start from each user experience, I believe that is a long way, but as long as walking up to find that perhaps can be from 1000 single 10,000 single.

Next I introduced an old friend, he used to be my colleague, he founded the website, Cool sports, from party A To do party B, from the operation to do the market, he has a very deep understanding of marketing. Of course, I think his most enviable is that he has a pair of twins son, very enviable, next please come out: "The big Data era of precision marketing" Zhu Qigong Vice President of Yi Ma.

Zhu Qigong: It is a great honor to participate in the annual session of the sending generation, before the party has been working, the first time today on behalf of party B stand on the podium and share with you about the idea of marketing. Today I want to tell you about the precise marketing of the big Data age. From the second half of last year to this year, all kinds of occasions, we talk about big data, many meetings are discussing big data, a lot of play marketing people, including many e-commerce companies CMO market leaders are talking big data.

What's the big data? Now we are trying some big data application, we talk about how DSP can help the electric quotient. In the first half of the year, there are lots of fun things to share with the dealers, mainly based on our data from the billion. Although the size of the network's users is growing, but the speed is slowing, unlike the previous rapid growth, we feel that the dividend period. The second is the Matthew effect is more and more obvious, the last Xu said a word, he said that now the big electricity business is not to make money is more and more expensive, small electricity business is losing because more and more no traffic. From a variety of occasions, the flow of polarization is particularly serious, the big electric business to do activities, the distribution of traffic is extremely unbalanced.

As pictured, one of them is the TOP10 ratio, TOP3 accounts for a large proportion. Now a lot of ads from April to now go to a lot of companies that a lot of customers say that old Zhu can from your channel to find more traffic, I and my back-end communication, a lot of traffic platform is willing to put Jingdong ads, willing to put the only product ads, customers do not want to put small. So the polarization of traffic is becoming more and more obvious, leading to a number of small and medium-sized electric business development is extremely difficult, the flow is getting smaller and larger, more and more concentrated electricity. Of course, the flow will be more and more expensive, reminding a lot of small and medium electric power quotient, we to today our small and medium-sized electric business in doing development road, must be clear, if like 2011, 2012 tide, desperately desperate to win traffic, today to consider is not wise. The second is the pace of development of their own enterprises, is not a year or two to make the peak of the company, or even five years, ten years to a vertical electric dealer into the industry's deepest and most vertical, or even affect the real purchase of a site or a provider of goods.

More and more website new guest's demand, Jing Dong, every guest, the boutique meeting, everybody's website has provided the reward demand for the new guest, these basically all and the million Ma has the cooperation company, most of this year first half proposed can bring the new guest. As shown in the picture, a food site as a whole of the new customer data, registration volume is hovering, but the cost of the shop is improving. One cosmetics single channel data, the promotion cost is also in the process of getting bigger, the highest time than the 400,2011 years in 300 is already very scary now is higher, not long ago in the domestic row in the top four and their communication, they said can give me down to 250, I said 260 (laugh). So the cost of new customers is also growing very fast in the first half of this year.

Transformation, all the transformation has been a long-standing problem, this transformation includes a few pieces, we saw, now a lot of customers in the site after the jump rate is higher, because the site is not interested? I believe that the internal experience of the site to do more and better than a year or two ago, what is the reason? Are users less active? This is the new and old visitors to the volume of sales, as shown in figure, we and a lot of large electric dealers, including medium-sized electric dealers have communicated, most of the sales are old customers, new customer sales accounted for a very low, new customers are the first time to the website for shopping. This case, this is we have a user's purchase frequency, within 10 days of repeat purchase is 2.7%, within 30 days repeat purchase less than 7%, customers repeat the purchase rate is getting lower and lower, the site's loyalty is getting low.

Faced with so many problems, today we put forward to the independent of the whole network marketing, in particular, the traditional enterprise is very important, has always been competing online, but there is an occasion to contend, do Taobao shop or independent of the business, today more encouragement is to establish their own independent business, We want to expand the flow of the search from one point to the next, multi-channel construction of traffic, construction of the Internet as a whole of the flow of ecological circle, which is also Taobao how the competition has been ranked in the forefront, which is today's Beijing east is building the entire network of traffic, such as from our platform channels, operators channels, security channels and effect marketing, Strategic marketing, Brand marketing, and so on all the marketing methods to build a full network of traffic sources, as to say that the customer is in your Taobao shop or outside the station to buy, the early time important? I said last month in the day Cat forum, today's Taobao shop, many people used to be Taobao to buy traffic, today is very uncomfortable, the flow is very expensive, before the cost of 100,000 dollars can bring traffic, today the same 100,000 dollars may be one-tenth are not up to, this is because the flow and the entire customer's account increase is asymmetric. The same extra conversion was 1:2, 1:3, and it could be 1:1 today. Today many people go out to find traffic.

So I am very worried that this road must go out, there are some electric dealers, including 2010, 2011, their market fees have been very large, the cost of each month to spend one-tenth of the market, but the sales did not drop to One-tenth, These years advertising marketing in the gradual establishment of the impact of the brand and channel impact, as well as netizens and consumers in the sense of identity, resulting in a lot of customers have been buying, which is also a platform for many buyers it is difficult to have such a situation. Similarly, our users outside our station are the same. Taobao can also be the source of drainage, Jing Dong is also the source of drainage, other mobile, domestic banks, our bank points, and so on are the source of drainage, so that is the channel of the whole network.

Staged marketing, our initial, medium and late, each stage of our exquisite marketing strategy have a great change, including the pace of marketing to take into account a certain stage of what marketing means, and even the purpose of this stage marketing. Including the whole process of marketing, purchase before, in and after how to analyze our flow, through cognitive transformation and search behavior has been to go first. This is the entire purchase process, which is not a step-by-step step in comparing the operation of traffic and marketing.

Dilemma of the first half of this year I listen to the most words are DSP, all play marketing people are talking about DSP, now DSP is a big data marketing end of the most important performance, is completely through the fine marketing way, to help you from the previous search for orders, find traffic into looking for someone. What is DSP, it is the demand side of the platform, from the previous ad bit to the purchase, into the crowd purchase. So the electric quotient of some of the ads into several stages, the first stage is to buy traffic, the next is the effect of marketing is to buy orders, how many orders a day, according to the order to pay, today is to buy people, do food may need to 18 years old to 30 years old in the middle of the female-dominated white-collar population, which may be divided by the crowd To do exercise is to need 25 years to 35 years old, they like to have a professional sports preferences of the crowd, which is to buy people rather than advertising bit. Built on a vast amount of resources, in the past, whether in Sina advertising, or in Baidu advertising, or other places to advertise, traffic is limited after all, the current flow is comprehensive Internet, Google, Taobao is more than 10 billion PV per day traffic, in the middle of the crowd to find out.

Through the user's analysis and positioning clear to find new customers, the implementation of the bidding, our delivery is not fixed, now is the price of excellent, now is the conversion rate is high. DSP operation Process, consumers look at a site, the site based on consumer browsing information feedback to this, to the following DSP send a request, each DSP began to bid, according to my customer's judgment to buy this customer. is built on the integration of mass media resources, at least not less than 5 billion per day PV, 1 million traffic of the site, now in China these sites are all basically included.

Integrate their resources, such as big sites, basically, advertising can say that all media platforms have tried, began to develop under the line, TV stations, buses, elevators, subways and so on to develop, but why in the internet there is a lot of traffic who dare not try, is a huge amount of one-time change in traffic, The previous advertising way to try to cost too high, we found that the bigger the business but the greater the flow, but the flow of the increase in the slow. Now everybody is trying, can't say all try very successful, basically see Tuo Tuo also in try DSP, Jingdong also in try DSP, hope for tomorrow find a real unobstructed traffic path.

Reflow, a part of the site has been bought once after the customer has never come, and even a long time did not come, the most excellent DSP is the marketing of repeat customers, can be in a large number of data to find out, remind their memories. such as a shopping cart, when a customer put the product into the shopping cart without purchase, our DSP system will be retrieved for the first time, the customer has a tag to retrieve this customer, when the customer appears in a certain media, the display of advertising position into our hands, we show this ad, Customers see this ad did not come, we seven days after the transformation of another strategy, according to the customer appeared in the media, the advertisement to be displayed in front of the customer, may be the 21st day, we may temporarily give up this customer, this is one of our links.

New customers more accurate marketing, DSP is based on large data marketing, through the marketing of the old guest, the portrait of the old guest, for example, is a selling food, know what kind of crowd, what type of people, what kind of people like to come to your website to buy your food, according to this in the vast Internet to find new customers, such as figure, Find new visitors to the site through a portrait of an old guest. By bidding, through the selection of media ads, the choice of the crowd, through our intelligent system of DSP to help you bring the customer back. As shown in the background of the data, the interest of the crowd, the preference of buying is directed in the vast crowd to find out your crowd. Often provide independent operating platform, similar to Baidu's bidding platform, to control your budget, so the risk is controllable, with dynamic creativity, we start from this year many companies have realized the ads outside the station, through the dynamic revenue to show, before more is the station, like people bought also bought, looked also see, Today's advertising position, today can also achieve this function, at the same time 10 pictures of the switch, directly docking your database, according to the situation of the product to switch data. We are looking for similar people, transforming data optimization.

A clothing website, we pass four steps to the old guest back, the last change of the old guest growth is relatively fast.

As pictured, the U.S. DSP advertising effect statistics. Now the development of DSP in China is very fast.

How to choose DSP, from data, resources and services, data is a huge amount of data, access to the number of media, technical capabilities, services, to build an effect, through this way to select our DSP.

Billion Ma has 1.9 billion online shopping behavior data, every day is 1 billion of the search data, we need to see, billion for the business industry brings a 26 billion turnover. We immediately asked for effect, many customers on the first day asked Oi to do how much, DSP itself is a fine learning process, the need for a period of time to the customer portrait, through the customer's portrait can be accurate to find users, today many large companies, all customers, Jingdong in experimental DSP, the more first into the longer effect will be better, Some customers from the first day just began to cooperate for one months, 1:1 can not do, today two months less than the time to do 1:8 every day, so that is a process needed. The second limit to click on the unit price, we are hoping to use the old advertising ideas, for example, the choice of advertising when the price can not exceed five cents, but sometimes did not think, we buy is the value of customers, we used to buy traffic, because of the flow of uncertainty and the unpredictability of the flow, so is the hope that the CPC lower the better, Today is looking for a customer, if it is very accurate, for you to spend twenty or thirty yuan. We want to buy customer value instead of single customer clicks. Because advertising is not like Baidu competition is not ranked first can be ranked second, third. We often come to make material, do some activities do not need you to do any intervention, caused by the end of your many things are not suitable for our needs, such as dynamic creativity, we are according to the customer constantly adjust product ads, do not need to provide any data. We return data to each other, many sites say that do not provide data related to security, if it is not a full exchange, but in the process of wasting a lot of resources, the bid is calculated in seconds.

Thank you very much.