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数据驱动的京东精细化消费者运营平台

2021-02-26 11:20:45 InfoQ

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互联网下半场,随着互联网渗透率提升,人口红利消失,传统的以流量为中心的营销方式难以支撑品牌在电商平台的高速增长,新形势下,品牌该如何寻找新的增长动力?以大数据和AI算法驱动的消费者精细化运营,是京东平台为品牌提供的新答案。在本次分享中,将介绍京东在构建品牌消费者精细化运营平台的过程中,相关行业思考、技术应用和产品形态,为听众解码品牌在互联网下半场的新增长动力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"围绕以下三方面进行介绍:"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互联网下半场的营销生态"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"消费者精细化运营重新定义营销"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"京东消费者精细化运营平台的三次进阶"}]}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"互联网下半场的营销生态"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"1. 伴随互联网成长的在线营销生态"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在过去20年期间,中国互联网基本上可以分为两个时代,一个是PC时代,一个Mobile时代。简单可以看下图所示的三条轴,前两条轴代表在营销环境下整个信息传播的一些媒介形式变化和这种商业流动的形式变化。随着移动端的出现,人们在移动互联网上花费的时间越来越多,从信息流动层面上,媒体形式越来越多样化、碎片化;从商品流动这个层面上,出现很多新的电商形态,比如说去中心化的社交电商,依托于新媒体形式的直播电商等;伴随信息和商品流动形式的改变,在线营销生态也相应发生改变,从2012年左右兴起的AdTech到近几年的MarTech,在AdTech时代,DSP、DMP和Ad Exchange等类型的独立公司出现,很多大厂也在做这类产品的建设,这段时间行业在集中的精力攻克的一个事情,是怎么样通过数据的应用去直接提升广告的效果。随着互联网进入下半场,营销生态逐步进入到MarTech时代,随之又产生了一系列新的产品形态,我们本次分享试图探讨这些演进背后的逻辑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/fe\/fe4c52860694699a1c11abc9d0123f7e.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"2. 互联网下半场的营销挑战"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互联网下半场,可以归结为两个特征,一是互联网市场人口和流量的红利逐渐消失,二是随着整个互联网渗透率提高,量变带来的质变,互联网成为商业社会的基础设施。这两个因素叠加,我们能看到很有意思的现象,虽然表面上增速趋缓,但是创新和变化依然活跃,互联网行业在不停开辟新的战场,比如下沉市场的各种产品和服务形态出现,电商的线上线下一体化,还有就是国际化,我们中国的先进的这些产品和技术去向国外输出,以及一个大的趋势就是从toC互联网,向toB产业互联网的发展。简单的总结一下,今天的互联网,虽然我们号称属于下半场,但是它依然变化很多很快,在这样的一个时点下,对于品牌的在线商业营销带来以下三方面挑战。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"① 流量红利消失带来营销效果提升难"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以前出现一个新app,或者一个新渠道,我们去做一波投放,销售、转化就会有一个明显的提升,但在今天的环境下,大家都聚集在一些头部媒体上,怎样去进一步的提高效果,是一个比较有挑战的事情。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"② 如何快速应对变化"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互联网上的新媒体形态和新商业形态依然在快速变化,比如短视频、直播电商,在这种歌情况下,品牌一方面要去应对效果提升难的挑战,另一方面,还需要去快速的去应对这些变化,否则的话就要落后更多。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"③ 原营销方法论不再适用"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"从营销4P要素的角度看,品牌提供商品(Product),设定价格(Price)后,通过推广渠道(Promotion)和销售渠道(Place)进行消费者触达,曾经互联网只是对Promotion和Place的一个补充。当下,互联网成为商业社会的新基础设施,我们所有的品牌消费者都连接到互联网上,4P已经完全融入到互联网中。这样的话原来的营销方法论不再适用,我们需要一个全新的营销方法论去帮助应对现在的互联网新环境,这个从未有过的新环境。从这个角度上来讲,整个互联网市场无论是平台方,还是说其中的各个品牌企业都面临着这个挑战:在这样的一个范式转换的时刻,我们该如何应对。京东作为一个平台,平台上有很多品牌商家在上面做生意,做营销,我们怎么样去利用我们的技术、数据和能力的优势来帮助品牌去应对这个挑战,这是我们思考的起点。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/8a\/8a9db1500eec243ec29fd4b46804f36a.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"消费者精细化运营重新定义营销"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"这部分是我们初步思考的一个结论,希望通过我们的能力向品牌提供消费者精细化运营的能力,通过重新定义营销的方式来帮助品牌去更好地获得成长。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"1. 寻找变化中的不变量"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"首先,回到我们现在所处的环境,整个互联网从媒介层面上来讲,它的碎片化和多元化依然非常严重,并且新的形式无论是媒介上还是商业上是一直在层出不穷,不停变化。面对这样一个变化的环境,我们应该怎么样去更好的去做好营销,是一个很大的问题。我们可以想象一个场景,某个晚上在没有指南针的情况下,要找到方向,我们要怎么做?我们肯定不会去研究那些在不同季节里出现的星座,我们最快的捷径是找到在任何夜晚都不变的那颗星,也就是北极星。回到营销也是一样的,整个环境在不停的变化,在变化过程中,我们需要抓住不变量,然后围绕不变量去更好的设计我们的营销策略,这可能是一个更有效的方法。在营销里面,不管互联网怎么变,在互联网的另一端,消费者和用户其实都是同一拨人,也许他们上网的方式,购买的渠道,购买的方式会发生的变化,但是他们本身是不变的。我们如果能够去捕捉到他们,对他们有持续的关注,那我们就可能找到一个新的方式去更好的做营销增长。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/ff\/ff7827dfa9a6d3f47c81c121ec9ebd2a.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"2. 重新定义营销"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"怎么样去重新定义营销?我们希望在互联网成为商业社会的基础设施后,营销能升级为品牌对消费者的持续运营。它具有以下的特征,首先它是真正以消费者为中心的运营。其实营销的传统理念也是以消费者为中心,但是由于数据条件和技术条件的限制,传统营销不能真正的跟消费者产生直接的联系,以及关注消费者的利益。而在互联网环境下,我们是可以实现这种真正以消费者为中心的跟踪和持续沟通。通过对消费者做数字化管理和干预实现真正的精细化运营,以及通过对用户的持续关注实现真正的品效无界营销。我们希望这种消费者的精细化运营,能够给新时代营销提供新的解法和打法。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"3. 数字化+智能化双引擎驱动消费者精细化运营"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如何实现消费者精细化运营,本质上需要两个核心的驱动引擎:一个是数据化引擎,一个是智能化引擎。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"数据化引擎,是把真实世界里的消费者做一个数字化映射,这离不开整个网络对消费者提供的服务,以及对沉淀下来的消费者特征做的挖掘和补充。在这些数据的基础上构建智能的分析算法和用户转化算法,帮助我们理解消费者,针对不同消费者,制定不同的沟通策略和转化策略,优化营销效果,以及通过科学的方式去评估营销效果。所以在这个系统里,核心的是数据化+智能化这两个引擎。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/51\/51e42dd61536d933b546dd68bd6947fe.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"4. 构建兼顾营销的品牌消费者运营模型"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"为了构建整个双引擎体系,我们需要做以下三方面的工作。第一方面是构建一个兼顾营销的消费者运营模型,这将提供一个新的可以遵循的方法论路径。第二方面是构建一个消费者运营的一站式平台。第三个是在生态层面上构建一个共同增长的运营平台。接下来对这三个方面做一个简单的展开。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"① 构建一个兼顾营销目标的品牌消费者运营模型"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"首先,回归本质,营销的目标是什么?从大的层面来讲,营销目标可以定义为两个方面,一个是销量提升,一个是品牌建设。销量的提升,也就是建立品牌的动能,让品牌直接走向消费者,让消费者购买这个品牌,是我们把产品推到消费者面前。品牌建设是建立品牌的势能,也就是建立消费者对品牌的认知和喜好,这样消费者会主动的关注了解我们的品牌,在产生需要的时候主动购买我们的品牌,这样一推一拉的结合才是最终要达到治标治本的方案。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以这个为目标,首先需要一个消费者运营模型,并基于这个模型去推演后面的一些体系化的运营方法论。增长黑客是现在一个非常火热的概念,增长黑客AARRR模型是其中的核心模型,它更适用于APP层面或者网站应用层面的用户的增长,因为它更偏向于效果类的视角。怎样做一个能兼顾品效结合的营销消费者运营模型,是我们首先需要解决的问题,这也是我们整个营销方法论的基础。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/87\/87f5e41f70594b999ffd026cc475142f.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"② 构建一个消费者运营的一站式平台"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"消费者运营是一个非常体系化的事情,它会贯穿洞察现状,分析原因,制定策略,执行策略,评估效果到优化提升的全流程。以上的工作,是一个很长的链条,会联动整个链条上各种各样的系统。而完成这些不同工作的产品和能力可能是散落在不同部门或者不同的生态角色里,从这个角度来讲,我们就非常有必要提供一个一站式工具,能够去简化操作和降低使用成本,否则这个方法论在落地时就会遇到很大的挑战。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/1f\/1f0417432204cd284da440f5402a7a08.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"③ 构建共同增长的消费者运营生态"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在京东平台上,存在很多角色,比如消费者、品牌商家、服务商等。我们一定要保证在整个生态里,新方法论能够实现共同增长或者共赢,这样才能保证生态比较平稳的落地。从消费者的角度来说,通过消费者运营的一些举措,我们能够跟品牌一起为消费者提升购物体验,让消费者能够多快好省的找到商品。但同时也需要特别关注消费者的数据安全、隐私安全问题,让消费者既保障了自己的数据安全,又能提升购物体验。从品牌的角度来说,我们给品牌提供一个新的武器,让品牌能够依托互联网更好增长生意,在流量红利消失的现状下实现品牌销量和消费者多重的增长。从服务商的角度来说,我们推行一种新的营销思路和方法,需要服务商给品牌做方法论的导入和相应的解决方案的打造,最终通过平台的建设让整个生态获得共同增长。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/94\/9477bc6b9c655c033d59f6d2fdff6879.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"京东消费者精细化运营平台的三次进阶"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"接下来对京东的消费者精细化运营平台的三次重要进阶以及我们相应做了哪些的工作,跟大家做一些分享。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"1. 进阶一:构建京东生态内的消费者运营能力"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一个阶段:借助我们的产品和工具帮助品牌构建在京东生态内的消费者运营能力。下图是简单罗列的京东生态上各种营销触点,可以分成全域、公域和私域。通过和媒体的京X合作,基本上实现了对中国互联网网民的百分之百覆盖,比如我们跟腾讯合作的京腾计划,跟头条合作的京条计划等等。京X计划覆盖了很多种类型的媒体。通过这些触点,为品牌构建了一个全域的流量场和用户场。同样,我们也为品牌构建了公域和私域场。在这三个不同层次的用户场里,怎样让品牌开展品效结合的消费者运营,进而帮助品牌实现增长,是我们希望第一阶段通过产品达到的目标。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/42\/4204e9fddee9763b438dff6e279dc021.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"① 品牌4A消费者运营模型"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"针对第一个问题,我们提出了4A消费者资产运营模型。首先,我们从品牌的角度,根据京东生态内消费者跟品牌之间的互动关系,将消费者状态切分为四个阶段,分别是认知、吸引、行动和拥护。前两个人群认知和吸引帮助品牌提升品牌力。后两个人群行动和拥护的人群帮助品牌提升销售力。通过这个简化模型,品牌不仅能看到购买自己商品的用户,而且能看到跟品牌产生主动和被动接触的用户。我们实际上完成了一个转换,即原来电商的效果类营销更集中在收割层面,通过4A模型拓展到了品牌的消费者心智打造,拓展到消费者的长期培育,依托于此,我们可以探索真正的品效结合。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/d9\/d9f40c4ba281d91a00da32450b174d72.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"② 京东营销360-全方位消费者运营,4E营销方法论"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在4A的消费者运营模型基础上,我们推出了京东营销360的全方位消费者运营的4E营销方法论。4E其实对应的是在不同的阶段需要做哪些重点的工作,在这些重点工作背后,我们会开发相应的数据产品和技术能力来支撑这个阶段的效果最终达成,从而实现数据驱动闭环消费者运营提效。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/a5\/a572832f42d65ce75adc319b6de9ae5a.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"③ 推出一站式消费者运营平台-数坊"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"基于以上这些消费者运营模型和方法论,第一阶段我们推出整个京东面向品牌侧的一站式消费者运营平台——数坊。从底层来讲,基于京东全渠道触点行为,统一用户ID、用户全渠道行为标签以及品牌一方数据等底层数据,构建了品牌的4A消费者资产,围绕着4A消费者资产,我们建设了相应的4E能力。在开发营销策略环节,我们会构建两种能力,针对品牌整体消费者的洞察分析能力和针对于人货场的分析能力,通过这些能力帮助品牌实现对消费者的深度洞察,支持开发营销策略。在执行环节,通过目标人群挖掘和构建全链路自动化营销的能力,帮助我们精准锁定目标人群,提升营销转化效果。在效果评估层面上,结合4A模型从品、效两个层面来评估营销效果。最后通过一些跨渠道优化和智能投放优化的实时调整来改善营销效果。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在最终的能力展示层面上来讲,我们会提供两种能力。一种是标准化的产品能力,通过提供一些简单应用的UI界面,让业务人员可以更方便的进行全流程的操作。同时我们开放DataLab,将底层能力进行封装,让有数据科学能力的品牌参与进来,做更高度定制化的自定义分析,从而更深入地挖掘数据。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/6d\/6d9d735b3704115e02bdbc7ddac4b6c8.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"④ 数据+算法驱动的消费者深度洞察"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"接下来简单讲下,我们如何通过数据和算法的结合,对消费者进行的深入洞察。从人的层面上,我们会通过底层的算法分析模型,帮助我们看到消费者不同维度的特征分析与洞察,帮助品牌更好的定位目标人群;在人和场层面上,这些模型可以帮品牌发现哪些触点对流转贡献是更高的。针对这些触点,购物路径是怎么样的,哪些关键触点更值得品牌去做投入;在人和货层面上,通过人和货品的关系洞察,针对不同的消费者群,匹配不同的货品策略,借助这些货品来更好的运营消费者。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/4c\/4ca9c3b5ee9ddae539cc996df934037b.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"⑤ DataLab - 定制化数据应用能力"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"DataLab我们开放的定制化数据分析和应用能力,通过对品牌开放我们底层的引擎,使很多有数据科学能力的品牌能够运用这个能力。我们把很多平台底层成熟的AI算法模型集成进一个简单易用的点选式建模页面,使品牌的数据分析师可以对数据做定制化挖掘和分析。我们也更进一步提供了在线代码编辑环境,为品牌的数据科学家提供了更高自由度的数据处理能力。这样在标准化能力基础上,通过这种定制化能力的开放,让品牌能够更加灵活的将数据应用到自身的消费者运营中。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/6f\/6fc365caa142eef53a5697be6c5c5df3.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"2. 进阶二:GOAL方法论-为消费者运营寻找指示器"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二个阶段,我们推出了4A模型以后,品牌经常会问,应该将那些消费者拉进4A循环呢?新的消费者进了4A循环以后,如何进一步运营,有哪些可以遵循的规则和明确的方向呢?针对这些问题,我们今年推出了能够给品牌提供有效指引的GOAL方法论,以帮助品牌更有目标性的进行消费者运营。GOAL,代表四个不同的增长方向。第一个增长方向我们定义为靶群,可以理解为营销中的目标人群。在电商环境下,基于丰富的用户标签(不局限于传统的性别,年龄的用户标签去做用户区分)把消费者做更精细化切分,定义不同的核心人群作为我们需要做运营的人群。在每个需要运营的人群中,我们提炼三个增长方向,分别是渗透增长,价值增长和忠诚增长,分别对应的是让这些人来买我、多买我、只买我。相应的在每个方向上我们提供了很多运营分析指标,来帮我们看我们的品牌相对于平台,相对于其他品牌存在的差距,以及怎么样更好的和一些工具联动起来,做相应的用户增长。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/7c\/7c669a335dd5cf9e1187d6cf95d04bcd.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"① 寻找增量靶群"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在GOAL方法论中,一个核心的理念是去寻找增量靶群。随着品牌越来越多,很容易出现大家都去盯着一些同质化用户群去做竞争,这会导致品牌营销成本不断升高。是否能够利用电商丰富的数据发现蓝海人群,通过蓝海人群有效的运营来降低拉新成本,提升营销ROI呢?为了帮助品牌更好的寻找增量靶群,我们做了一个靶群挖掘的功能。基于底层维度丰富的标签帮助品牌识别出潜在的消费者族群特征,再通过客群放大能力,帮助品牌进行靶群拓展。通过这个功能,我们计算机去帮助品牌,发掘蓝海人群。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/28\/28afb3fe79966e536e9260964087b13e.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"② 靶群全链路自动化触达"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"当我们细分靶群以后,怎样有效地提升靶群的渗透也是非常关键的环节。这里我们也打造了针对靶群的营销自动化和全链路触达的功能——数坊的营销画布工具。针对品牌关注的靶群,通过制定营销链路,比如前期心智打造的广告、提升转化的优惠券和提升召回的短信营销方式,做一个全链路的串联。通过全链路的方式实现对消费者多波次的触达,来实现持续的消费者运营。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/e2\/e2b1c1177b25c7b2931c6f4550f4ebe8.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"3. 进阶三:从京东生态到品牌全域消费者运营"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三个阶段,从企业的角度来讲,品牌拥有丰富的第一方消费者数据,我们能否帮助品牌建立自己的消费者运营能力,实现品牌第一方数据+生态方数据的全域消费者运营?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"① 品牌第一方消费者数据的应用痛点"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"从品牌的角度来讲,品牌的第一方消费者数据的应用痛点首先在于缺乏一个成熟和好用的工具,其次是消费者数据维度单一,最后是针对消费者激活渠道单一。针对这三个痛点,我们可以通过数坊来帮助企业针对性解决。首先,我们希望能够复制数坊的产品和技术,为企业搭建自己的消费者运营中心。第二,通过数坊的第一方数据融合能力,丰富企业对自有用户的理解,提升运营能力。第三通过数坊连接企业生态和京东的全域触达生态,让企业有更多渠道去实现消费者的全域激活。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/05\/0592c324fb6b096b25fdf33475808ce9.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"② 京东数坊企业版 - Audience Engine"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我们近期推出了京东数坊的企业版产品,叫做Audience Engine。我们复制京东数坊的能力,使企业去做他自己第一方的用户数据治理,在此基础上构建一个他自己的全域用户的运营能力。在这个平台上,我们为企业构建了私域打通能力,第三方广告渠道对接能力,实现了营销自动化能力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/19\/1975e5f21200d6b2fb62234dd581822f.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"③ 连接京东生态的品牌自有消费者数据价值激活"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通过Audience Engine跟数坊的紧密联动,借助京东生态的能力,企业激活自身数据价值,构建全渠道消费者运营能力。从效果评估层面上,帮助品牌评估自有流量的投放效果,实现品效结合的效果评估;然后通过京东数据跟企业数据融合,帮助企业深入理解和洞察自己的消费者,以及进一步实现全渠道的营销触达。我们通过这些技术来帮助企业构建新的营销能力以应对互联网新形势的挑战。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/50\/500fd09f1616c3e57b4c0f828c71a5ce.jpeg","alt":"图片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最后,回到消费运营生态角度,作为一个平台,我们一直在努力进步,以帮助平台上的各方都能获益,通过产品数据与技术的建设,创建一个共赢和共同增长的生态。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"今天的分享就到这里,谢谢大家。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"嘉宾介绍:"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"王成栋,京东 |产品总监,京东用户运营中心数坊产品负责人,丰富的营销产品和企业大数据产品经验。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"本文转载自:DataFunTalk(ID:dataFunTalk)"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原文链接:"},{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s\/r96ZgTz4_D5CFEa_bVBDgw","title":"xxx","type":null},"content":[{"type":"text","text":"数据驱动的京东精细化消费者运营平台"}]}]}]}

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