CN113327138A - Marketing customer data management method and system - Google Patents
Marketing customer data management method and system Download PDFInfo
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- CN113327138A CN113327138A CN202110741639.5A CN202110741639A CN113327138A CN 113327138 A CN113327138 A CN 113327138A CN 202110741639 A CN202110741639 A CN 202110741639A CN 113327138 A CN113327138 A CN 113327138A
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/20—Information retrieval; Database structures therefor; File system structures therefor of structured data, e.g. relational data
- G06F16/25—Integrating or interfacing systems involving database management systems
- G06F16/252—Integrating or interfacing systems involving database management systems between a Database Management System and a front-end application
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
- G06Q30/0224—Discounts or incentives, e.g. coupons or rebates based on user history
Abstract
The invention provides a marketing customer data management method and a marketing customer data management system. The method comprises the following steps: acquiring various transaction information from ERP, CRM and E-commerce systems; acquiring various types of behavior data by various different information platforms; uniformly storing the transaction information and the behavior data in a data pool; and constructing an accurate file of the user based on the transaction information and the behavior data in the data pool. The marketing customer data management method and the marketing customer data management system provided by the invention can solve the problem of rapid unification of information collected by multiple channels.
Description
Technical Field
The invention relates to the technical field of network communication, in particular to a marketing customer data management method and a marketing customer data management system.
Background
All people want to know who the customer is from the most basic beginning. This seems simple, but the proliferation of channels of customer interaction with the service makes this simple goal extremely complex. Each business segment relies on different aspects of customer data, all of which have their own operational scenarios.
The sales department relies on CRM (customer relationship management platform)
After-sale departments mainly see customer service systems
Let's consider Wechat platform
Data analysis team Using various types of data analysis tools
These tools each generate new, isolated, one-sided customer data, but cannot be quickly synchronized, and even between teams doubts whether the other data is correct. Thus, rather than having the different dimensional data of a customer stored separately by different departments, the enterprise needs a unified real data source to describe the customer. The technical platform is needed to collect all the user interaction data of the first party, the second party and even the third party and integrate the data into tools used by various departments to ensure the uniformity of the customer data and finally provide good experience for customers, and the platform solves the problem of rapid unification of information collected by multiple channels.
Disclosure of Invention
The technical problem to be solved by the invention is to provide a marketing customer data management method and system, which can solve the problem of rapid unification of information collected by multiple channels.
In order to solve the technical problem, the invention provides a marketing customer data management method, which comprises the following steps: acquiring various transaction information from ERP, CRM and E-commerce systems; acquiring various types of behavior data by various different information platforms; uniformly storing the transaction information and the behavior data in a data pool; and constructing an accurate file of the user based on the transaction information and the behavior data in the data pool.
In some embodiments, the transaction information includes: a coupon, an order, a shopping cart, a return order.
In some embodiments, the behavioral data includes: and paying attention to the WeChat, submitting the form and accessing the page.
In some embodiments, further comprising: after the accurate archives of the users are built on the basis of the transaction information and the behavior data in the data pool, various application scenes customized for the users are built on the basis of the accurate images of the users.
In some embodiments, the application scenario includes: the method comprises the steps of constructing a customer portrait, marketing automation, tracking of advertising effect, WeChat operation, fine operation of users, sharing fission and report analysis.
In some embodiments, the behavioral data includes: second party data and third party data.
In some embodiments, the second party data comprises: data returned by the collaboration system.
In some embodiments, the data returned by the collaboration system includes: after the mail and the short message are sent, whether the customer has reading and clicking is judged.
In some embodiments, the third party data includes: entry forms, mail, micro-class, micro-shop systems generate large amounts of data.
In addition, the present invention also provides a marketing customer data management system, which includes: one or more processors; storage means for storing one or more programs; when executed by the one or more processors, cause the one or more processors to implement a marketing customer data management method in accordance with the foregoing.
After adopting such design, the invention has at least the following advantages:
the present invention is designed to create a persistent customer record, meaning that it stores data and retains a history. Then, the data is combined with all the data of the client to obtain a record. The platform pays attention to anonymous clients and real-name clients at the same time, and the information of the clients is more detailed.
Drawings
The foregoing is only an overview of the technical solutions of the present invention, and in order to make the technical solutions of the present invention more clearly understood, the present invention is further described in detail below with reference to the accompanying drawings and the detailed description.
Fig. 1 is a schematic diagram of three major features of the platform.
Detailed Description
The preferred embodiments of the present invention will be described in conjunction with the accompanying drawings, and it will be understood that they are described herein for the purpose of illustration and explanation and not limitation.
One) three characteristic data sources of the platform-data pool-application scene (attached figure)
Two) traditional CRM or membership systems are used to interact with customers, building customer figures based on only a small amount of historical data. CRM manages mostly real-name customers who have purchased, but anonymous customers' behavior is difficult to identify and gain insight. Meanwhile, the traditional CRM is not designed to absorb a large amount of data from various data sources because it is generally closed and expensive to acquire data from external systems. The present platform may be connected to various types and sources of customer data. The data can be internal data or external data; may be structured data or unstructured data; may or may not be real-time. The ability to connect allows the enterprise to have a faster and more comprehensive understanding of the customer's situation and to react in a timely manner.
The data types that the platform can contain are mainly as follows:
1. transaction order data: and various transaction information generated from the ERP system, the CRM system and the e-commerce system. Including coupons, orders, shopping carts, return orders.
2. Behavior data: the method comprises the following steps of generating a large amount of behavior data on various first party contacts of WeChat, websites, App, applets and the like by a client. Such as paying attention to WeChat, submitting forms, accessing pages, etc.
1. Product and other business object data: these data are not customer data, but are extremely relevant to the analysis. Such as inventory and product price, are the necessary data points for analysis by many retail customers.
2. Data generated by external tools: modern marketing must rely on a large amount of data generated by a very large number of external tools, such as entry forms, mail, micro-classrooms, micro-stores, etc.
3. And second-party data: and after sending the data returned by the cooperation system, such as mails and short messages, whether the client reads, clicks and the like is judged.
The data of this platform is a good complement to CRM user portrayal. Data which are not in the CRM can be collected through the platform and transmitted to the CRM, and the portrait in the CRM is perfected. The data in the CRM can be transmitted to a BI (business intelligence) system, a customer service system and other systems in a background through the platform.
Three) how an enterprise would benefit from the present platform
A. True client panoramic picture
The platform integrates first party data of an enterprise interacting with customers in each channel, the enterprise has a continuously updated customer panoramic picture from moving to WEB, POS system, back-end ERP, payment service, customer service system and even CRM, and various marketing strategies are flexibly formulated based on the picture.
B. More exciting customer itineraries
Customer interactions with the enterprise are spread over various different contacts and require the use of different tools. The platform can connect all the tools in series, and business personnel can make the customer journey meeting the customer requirement more quickly on a visual interface configured for the customer journey of the platform.
C. Single real source of customer data
The design goal of the present platform is to create a persistent customer record, meaning that it stores data and keeps a history. Then, the data is combined with all the data of the client to obtain a record. The platform pays attention to anonymous clients and real-name clients at the same time, and the information of the clients is more detailed.
The above description is only for the purpose of illustrating the preferred embodiments of the present invention and is not to be construed as limiting the present invention in any way, and it will be apparent to those skilled in the art that the above description of the present invention can be applied to various modifications, equivalent variations or modifications without departing from the spirit and scope of the present invention.
Claims (10)
1. A marketing customer data management method, comprising:
acquiring various transaction information from ERP, CRM and E-commerce systems;
acquiring various types of behavior data by various different information platforms;
uniformly storing the transaction information and the behavior data in a data pool;
and constructing an accurate file of the user based on the transaction information and the behavior data in the data pool.
2. The marketing customer data management method of claim 1, wherein the transaction information comprises: a coupon, an order, a shopping cart, a return order.
3. The marketing customer data management method of claim 1, wherein the behavioral data comprises: and paying attention to the WeChat, submitting the form and accessing the page.
4. The marketing customer data management method of claim 1, further comprising:
after the accurate archives of the users are built on the basis of the transaction information and the behavior data in the data pool, various application scenes customized for the users are built on the basis of the accurate images of the users.
5. The marketing customer data management method of claim 4, wherein the application scenario comprises: the method comprises the steps of constructing a customer portrait, marketing automation, tracking of advertising effect, WeChat operation, fine operation of users, sharing fission and report analysis.
6. The marketing customer data management method of claim 1, wherein the behavioral data comprises: second party data and third party data.
7. The marketing customer data management method of claim 6, wherein the second party data comprises: data returned by the collaboration system.
8. The marketing customer data management method of claim 6, wherein the data returned by the collaboration system comprises: after the mail and the short message are sent, whether the customer has reading and clicking is judged.
9. The marketing customer data management method of claim 1, wherein the third party data comprises: entry forms, mail, micro-class, micro-shop systems generate large amounts of data.
10. A marketing customer data management system, comprising:
one or more processors;
storage means for storing one or more programs;
when executed by the one or more processors, cause the one or more processors to implement the marketing customer data management method of any of claims 1-9.
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