Small Electric Business Marketing Consultation notes (2)

Abstract: "Small electric business marketing consulting Notes" series of the first article, mainly introduces the project background, in the following series of articles will have more information on the electrical business marketing knowledge and experience to share, please pay attention to. Project start-up will be delayed for a week.

"Small electric business marketing consulting Notes" series of the first article, mainly introduces the project some background, in the following series of articles will have more information on the electrical business marketing knowledge and experience to share, please pay attention to.

The start of the project was delayed for a week and finally opened and a working group of three people was set up. The first stage is to find the data-because the customer's ERP is still in development, the data directly transferred is very limited, can not meet the analysis needs-the input of off-the-shelf data only from the financial system to export a variety of cost summary (we all understand that the summary data is for the leadership reporting, not analysis of the problem), So we need to check with our colleagues in the market to sort out each campaign detail, to form a log as complete as possible; As far as output is concerned, marketing/Sales CRM data is not centralized, so we need to export data from several places separately, then focus on it before we can sort out the detailed items according to the analysis requirement.

What is the focus and subdivision? This matter can be illustrated graphically with several pictures.

In short, our project "Marketing performance analysis and marketing mix optimization based on group interaction model" includes three jobs:

1, the first step is "to see marketing from the perspective of group interaction", that is, to use a specific framework (group interaction Perspective) to do data concentration and completion;

2, the second step is "Marketing performance analysis", that is, a variety of data mining;

3, the third step is "optimization recommendations." So the market/sales CRM and so on and marketing-related data together, pieced together a complete image, is the basis of all the work behind.

Draw a picture of the marketing department's perspective, that is, the marketing department has the information:

"Figure-Marketing department Perspective"

Of course, there are many details ignored, in short, through a market operation, the market has been a series of results: The core information exposed, user interaction, attitude change, Word-of-mouth, trial loading, the number of stores ... Then the sale raised a question:

These are good, but what does it have to do with product sales?

Of course, the marketing department explained that these indicators are the consumer behavior of the key link in the path, so each link recorded by the people, can become a sales lead.

Sales are concerned with one thing: collecting sales leads (leads) and completing the purchase transformation (the CRM tool provides secondary management in it). So what does sales (and CRM) marketing look like?

"Figure – Sales and CRM perspective marketing (excerpted from Zoho)"

When you dock a market perspective and a sales perspective, two issues arise:

1. Because marketing activities are not always translated into sales leads-the people who are affected by the market activities, a significant proportion of people do not produce direct, measurable feedback. At this point, to distinguish between these people are potential sales leads, can lead to sales leads to the impact of the crowd, or ineffective to reach the crowd.

2, because the sales leads are not all brought about by the market activities-the active door (equivalent to the direct input URL) Some people, he might have found your product on a search engine, or heard someone mention your product, or maybe your gift coupon has been transferred for 800 rounds and finally came home to pick up the goods. Anyway, they don't have the label "marketed by marketing." At this point, to distinguish between these sales leads are out of thin air, or the last section of those people's unpredictable behavior caused.

By thinking clearly about the classification issues involved in these two issues, we can form such a puzzle.

"Figure – Marketing from a real-life perspective"

In the information of 9 categories of people:

The marketing department has 1, 4, 7 blocks of information based on the traditional CRM tool sales, see 7,893 block aggregated data (inquiry-> Sales Environment Interactive-> purchase), that is, "funnel perspective" based on the Social-crm tool sales perspective, see the Incomplete 4, 5 and complete 6, 7, 8, 9 fine-grained information (online social interaction-> on-line inquiry-> Sales Environment Interactive-> purchase), that is, "enhanced funnel perspective"

After the work in the dataset is done, we can determine which blocks of information need to be further utilized by other means.