On the value embodiment of BI/CRM in e-commerce platform

Still have to write something practical, website product level, customer experience, customer service level content.

Some time ago, in the Shenzhen Business-to-business Summit Forum, the Dunhuang network in the exchange of time said, "We can tell the sellers, buyers look for you before the list of what products, buyers click on your product after the last to buy the goods." The third party software we hire for this is about more than 1 million RMB a year ... After listening to the very feeling AH.

One of the senses: the value of value-added services to the members brought about by the enterprise's attention to the website data

As an operator of the B2BC platform, the Dunhuang network attaches importance to providing its supplier customers with the behavioral analysis data of their buyers or potential buyers, helping them to understand their competitors, understand potential customers, and improve and improve their competitive ability. Although I am not sure whether this service is a standard value-added service provided by the Dunhuang network to its supplier customers, I agree with the direction of this service. In fact, I think this will also be different from the Dunhuang network and other similar foreign trade platform, there is a technical content of the differentiated services, this service can be said to be a BI/CRM application model.

Bi/crm in fact not very advanced, as I published on March 30, "Analytical Liu Speech, elaborated the value of E-commerce platform" (This is a theory, hehe) said, to combat the perspective of understanding, I think bi (Business FDI), that is, the business intelligence-aided decision system, It includes to the commodity, to the customer, to the sale, and so on, each aspect, each link's work analysis, the auxiliary each level business decision, these decision-making and will be opposite the platform itself, assists the electronic commerce platform the operational strategy decision-making, enhances the platform operator's competitiveness. CRM (Customer relationship Management), that is, client relationship management, is more focused on member and member behavior, based on the member's behavior analysis, the development of the member's differentiated service content and strategy, the implementation of the members of the precision marketing, improve the member's consumption and consumption capacity. So we see that both (web) products have overlapping content, but also the implementation of the difference in performance.

From the Dunhuang net of this product or related products, its service base is the customer browsing behavior records, and then the commodity as the main index, to different data demand side to provide data reports respectively. This is the core of this product. Of course, I said it easier. Have the opportunity to unfold later.

The application of these data to the front end of the website can also be:

1/If we often shop, after you have browsed some of the site's products, you may find that the left or right side of the site page will display the items you have browsed. This makes it easy for you to compare different items after a single click can return to the one you have seen the display of a product page, direct confirmation, the order;

2/When we finish the transaction, we can see that the page will also provide a few familiar related products, these display products are basically based on customer behavior analysis results, we often call it cross marketing. For example, if you buy a cell phone, after you complete the transaction, you may be on the completion page of the transaction, the system will prompt other members to purchase the same phone, the other products will be purchased, and provide you with the choice. Cross-marketing products can also be achieved by another method of calculating the associated commodity. For example, if you buy a mobile phone, after you complete the transaction, it may be on the transaction completion page, the system will prompt you with some suitable backup batteries, or mobile phone kits and other things. And so on;

3/According to the member often browse the commodity category, after the member's login behavior, directly recommend this kind of goods new shelves, very direct precision marketing;

4/According to the member browsing the purchase behavior analysis, directly to the member's electronic mailbox, provides the direct related promotion information, realizes the accurate marketing at the same time, reduces to the customer the harassment;

5/According to the member's birthday information, send birthday congratulations, and provide related goods/gift items information;

6/According to the member's consumption habits and consumption frequency, to provide accurate differentiated services ...

These, just based on BI/CRM data, in the Web site to achieve a number of products and services to the application of examples, is a trigger. As Mr Liu says, it takes 10 years and 1 billion of a price to make a good website. But, no matter how, at least, today we are step by step to explore, realize.

Regrets the second: companies ignore the long-term value of Web site data

"It costs about more than 1 million yuan a year ... "Very generous." I am very conservative, relaxed estimates, 6 people 6 months, you can complete the above functions of the system integration, if the system underlying architecture is not too unreasonable. Or you can implement this function of the website in plug-in form. In addition, according to the actual situation, more than one or two high-performance servers, improve computing power. In this way, this website product can be on-line!

However, I would like to say that there is another layer of meaning, the general signing of such ASP service agreement, must have the system data confidentiality clause. Because these data belong to very sensitive member behavior record. The comprehensive utilization of the above data, including the combination of CRM projects, can make your business intelligence system (BI) more complete to better provide strategic level operational decisions. For example, through the periodic analysis of customer behavior, you can understand the customer's purchase frequency, and then, adjust the category, or even a single product safety inventory, reduce the inventory time of goods, improve capital turnover efficiency, improve and commodity suppliers bargaining power, etc., and so on. This is the underlying value of the data. The extent of value depends entirely on the level of understanding of the needs of the system decision-makers.

For the electronic commerce platform of this scale of Dunhuang net, this kind of sensitive, core data processing, still use the ASP service that the third party provides, it is a little inconceivable. Not just because of the more than 1 million of cash each year; It may not be possible for the Dunhuang network to have a backup of the data that is expected to flow to the service provider. In the long run, the deeper the value of such data is, the higher the value of value-added services to your merchant, and the greater the "strategic prospects" for the operation of your own platform.