Marketing Promotion: Data-driven integrated marketing

The rapid development of electric dealers in recent years, leading to the rapid increase of related industries and services around the electric business, is a case of data operation. Compared with traditional industries, the reliance on data is stronger and data acquisition is much easier. The process of data processing also has a great demand and change: first, pure technology statistics, its own it, and then there are data analysts, business analysts, data mining experts, and even data scientists. And in the application also has a variety of tools such as quantum statistics, a variety of CRM software, and then to consulting companies, consultants and so on.

The reason why there are so many jobs, so many companies appear, is the electric business enterprises want their data can be "data", improve sales, reduce costs, speed up turnover and so on, so as to achieve open source sales, cost-saving purposes.

The data operation was very popular in the 2011, but it was gradually neglected. Why is that?

The first is due to the lack of business understanding of the data-making colleagues and the lack of understanding of the operational model. Get some data to push to front-line operators, if not enough experience, directly to apply, will naturally produce a lot of problems. Because the entire chain of electric dealers is very long, from the marketing process, from a variety of channels to promote the guidance of the Guide (reference "outside the station Drainage + Station guide: Traffic is not a dream!") ), to discount strategy, order audit, procurement of return goods, logistics selection, tracking of parcels, customer service maintenance, etc., each step requires good communication and coordination to complete. Such work is not only a one-time solution on the data level, but is required for each step to be completed on the basis of consistent understanding of the data.

The second reason is that those operators start from scratch, various departments of the collaboration has been very skilled in the regular marketing, operational level of the data dependence is very small, but also familiar with the market, understand the user, the supply chain is more familiar with, such a team can be a second kill data workers.

Does that mean that data analysts are doomed to lose their jobs? That's not necessarily true.

If you want to have a foothold in such a team, you can only do what they can't do with their business experience--data mining, large data application. Such application scenarios are: The same interest preferences, the same consumption habits of the user group, the user's payment risk control, user churn warning, matching the various user groups of commodity groups and so on. These scenarios can be combined into a variety of marketing strategies to achieve sales goals.

And for the sale of things, such as how to ensure that orders are not out of stock, choose a good logistics timely delivery, and can give users timely feedback package situation, etc. need internal operating system. Of course, in addition to the system support, but also need a lot of human execution level of implementation, warehouse picking, packaging, logistics personnel to take packages, delivery and so on. Although none of these can be replaced by machines or systems, the data center is fully capable of providing support support.

Data operations can play a big role in the entire company's operating system, if there is data center support, in addition to monitor the operation of the entire process, but also to provide relevant KPI data, human resources management data, financial data, etc., so that the company can quickly know the company's operation of the key nodes of the performance, to facilitate the making A variety of decisions, at the executive level, to develop a more optimized, more efficient tactics.

Theme Marketing is the most common movement in data operation. Because the activities of various festivals and promotions are very frequent, a holiday will find a variety of promotional activities in droves, whether it is the mall or supermarkets are so. and the online electric quotient is crazy, not only made the Singles Day, there are such as "94" stock festival and other festivals, not to mention the family's own shop celebration or something. At the same time, the impact of these theme marketing is generally relatively large, the main performance is: Station outside the flow, the sales of goods in the station and out of stock, team cooperation is not smooth, warehouse delivery pressure, the purchase of goods not in time.

When the electric dealer encounters these problems, we can say that it is time to enable data analysis.

From the point of view of data marketing, the article can be divided into four stages: data preparation, implementation, feedback and generalization. Its core idea: to find out the theme and related hot words, and then for hot words to make the station adjustment, outside the station drainage, and then with a single order to complete the delivery.

The data preparation stage is to carry on the analysis to the marketing theme, select the word that conforms to the topic, carry on the commodity and the user choice, the market promotion, the adjustment of the merchandise display in the station. Then in the promotion, station heat words, merchandise layout to reach the team's understanding. Complete preliminary preparation.

1. Clear Marketing Strategy
Market promotion needs to consider a large atmosphere, such as whether the entire electrical business environment to participate in, the intensity of participation is how big, what category, the main channel to promote what, each channel is in what manner. These are to be clear. For example, some Web sites are based on the forum, such as the foreign trade in the DX, we will be in the product evaluation of the article to find out the theme of the propaganda point, determine the key words, and then according to these words to select goods, in the Forum to write professional evaluation posts. Post exposure rate in the data are related to the embodiment of the basic ability to estimate the flow, if and moderator cooperation, flow and transformation will be relatively good. The scope of the operation in the SEM is not large, if we all do the same theme, the choice of hot words will be relatively similar, according to the cost of the market, the basic set dead with how many keywords. Comprehensive channels to see, keyword selection, forum articles, social networking site theme to be consistent, and very clear, in the promotion of the various teams to be consistent.

2. Themes and hot words
What is the theme of a business? If a competitor makes a low price, you can play the genuine, high-end, low-cost, fast delivery, compensation, etc. Hot word selection can refer to the site search list and outbound launch list. The heat word in the station is to convert the rate, the hot word outside the station is draining. In the data center, there should be a corresponding number of search and entry numbers, and the corresponding transformation. When the heat word is selected, it can also be extended to the station.

3. User groups and Commodities
The definition of hot words is complete, you can choose the user base and the product according to the theme and the hot word. Or cosmetic as an example, the user group can choose to have purchased women, if the subject is more specific, such as Mother's Day, you can locate age. There are men who have bought women's goods. If the data center records the users of the search hot word, they also count as the target user group. With user groups and themes, category personnel should choose the relevant products according to the size, theme and hot word of the user group. The relevance of the goods and the theme of the same, at the same time, there is a distinction between the price section, discounts are attractive, the quality of goods are guaranteed. The most common approach is to take branded goods to make a discount to drain, and then use a variety of non-discount merchandise sales to make up for the loss of branded goods.

4. The layout of the goods in the station
Station layout can be divided into three points: search, advertising, spot page. Search is based on selected products for search optimization, the selection of hot words in the station of the search results list is controllable, to ensure that the selected products in the selected hot words produced by the search list of exposure, the general system can complete these. Advertising is targeted at the theme of activities, in the station generally will not all advertising to participate in such a theme activities, unless it is very large activities, especially the kind of division of the category more clear platform. Mobile advertising is generally not put cosmetics products recommended. So, generally do a certain kind of eye inside can. The page is used in the homepage of the Flash, but also as a landing page to promote. If the page has different attribute navigation, properties can be used to do the corresponding hot words, so you can also let the SEO team to optimize the relevant SEO, but also some natural search flow, but this effect is slower.

In the relevant preparation can be done after the implementation of the corresponding, the core is to do a good job of each team in unison, mainly the coordination of time. How to deal with unexpected situations in various teams.

1. Commodity processing
The most likely problem in the implementation phase is the sale of goods, if the choice of goods suddenly occurred "oversold" phenomenon, the actual inventory can not meet the demand for orders, it is necessary to contact the purchase to confirm whether the market can return the goods, the price of the return of goods is how long, the next single user can be delivered in a timely manner. If the return time can only meet part of the order, that is far from the point of delivery of the user orders may be to notify customer service cancellation, this situation should be in the early period of a pre-contract, to the procurement of the team have relevant notice out, this is the key to team collaboration. What do you do with unsold goods? You can refer to the previous article, "Inventory backlog skillfully activate the four tricks."

2. User notification
EDM and mobile phone messages, such as the notification is more common way, corresponding can also have coupons, mainly in the first phase of the user group to select the landing page is better, if the site has relevant property navigation, you can land directly to the property navigation page. EDM has relevant timeliness, with most of the mailbox is a family of office, time to choose good, such as 7:30 A.M., 5 o'clock in the afternoon. You can make sure that your email is top in his mail list.

3. Outside the station drainage
Forum and SNS website General timeliness is relatively poor, a post after the last few hours of exposure is the highest, put out, the promotion staff to follow up, mainly related to the interaction. Whether it is pre-sales customer service timely interaction, or the promotion of the timely interaction of the staff will affect the transformation, the most fear is the customer service and promotion do not know the specific activities of the rules, not familiar with the merchandise, this will also be related to the previous communication, or even training.

4. Documentary
Do not think that the user paid, you can receive money. The most common situation is that there is no stock sales of goods, oversold goods are counted in this, in the delivery process is to give priority to those who bought a lot of goods users, or priority to buy a single product users are to be considered. For those who buy a lot of goods to the user to carry out the relevant demolition orders, such as goods, in the early to do relevant provisions, the implementation of the system has related support. Key customers may have to separate shipments, go logistics. Shortage, return goods, delivery situation to carry out timely data tracking. Of course, these data centers can have some support on the data.

At the end of the event, will wait for the feedback of the parties, the user's comments, customer service feedback, logistics is fluent and so on, the core of the feedback is marketing, commodity selection, customer service tracking, procurement of goods back, logistics tracking in the activities of the co-ordination is smooth, there is no finding the theme to promote inconsistent situation, Integrated marketing play is to the whole team smooth communication, not their respective KPI, like the theme of the activities of customer service training, promotion training is to have, the promotion of goods, the scope of the need to inform the procurement, and so on the issue must be a cross-sectoral overall combat to complete.

1. Data feedback
What are the reasons for the completion of the related goals and what are the human resources involved? The proceeds are then evaluated and the data generated by the activity is aggregation in the data center. For future reference in this activity. Core indicators according to the theme of the activity, the common is registered users, purchase users, refund users, sales, gross profit, gross margin, sales number, promotion costs.

2. Team Collaboration Feedback
General marketing activities, we are more concerned about the earlier market promotion, and ignore the layout of the interior of the platform, ignoring the completion of orders after the replenishment, delivery, as a power business enterprise, a long chain, that link problems, affecting the sale of the situation, or the increase in costs for the electric business of this fast-paced, business changes big business , the team's overall collaboration is more important than a single team.

3. Human Feedback
If the integration of internal resources to do activities, the delivery of manpower to be controlled, and some enterprises to do a 1111 to prepare for 3 months, more activities, the enterprise can not afford the internal. But it is also often seen that more than 10 of several people's teams do the same sales as the hundreds of-person team, for what reason? There may be an answer to the more than 10-person team with a small team and a great team. Activities of an output is the control of human input, through such control can make the team more smooth communication, according to project management point of view is to strictly control the input of each team, output, each team must ensure the quality of the results of the team and time control.

During the three-stage marketing process, team communication is very important, and the efficient communication is often based on good data support, we exchange data statistics are consistent, in the face of data understanding is consistent, in order to achieve effective communication and integration in the coordination of data quality control, Data prediction and statistics need a system to support, and the choice of user groups, the choice of goods is to need analysis team, or even mining team to support. This is data marketing.