I have contacted customers from all walks of life, and in the process of communicating with them and communicating their needs, it is obvious that in the infrastructure and application of data, in addition to attaching importance to data analysis, more and more attention is paid to the application of data assets in more business scenarios, and the construction and application of label portraits is one of the common needs and expectations.
In fact, I think that from the perspective of the value of the business, labels and portraits are similar to the middle layer of the system module, specifically, data assets are essentially some data sources obtained from collection and procurement, but enterprises hope to realize asset realization on the basis of data sources, and continuously expand the value of assets.
In this process, enterprises need to transform data into a type of product that is truly valuable to the business output, and then implement the application of the upper business on top of these products, such as similar crm products to customers to do some marketing, personalized recommendations and other applications, and truly turn data into a weapon to achieve business value. Many companies are aware that this middle layer is the label portrait. So, on top of the label portrait construction, what is the purpose of more specific application?
Although many companies will have different emphases on labels and portraits, they are all abstracted and analyzed, and can be divided into the following categories (as shown in the following figure):
Figure 1 The purpose of making a label portrait
Most of the customers in the exploration stage of labels and portraits, in the early stage will focus on similar customer life cycle management, high-value customer in-depth development, cross-marketing and other angles (figure 1 on the left), the essential reason is that enterprises hope to do a better job of existing customer asset mining and customer operation, with the reduction of the demographic dividend, user acquisition costs are getting higher and higher, especially for relatively mature industries, such as banks and securities companies, although in the library precipitated hundreds of millions, tens of millions of users, However, the number of truly active users is not much, and the user value released is relatively small.
In the past, some of the bank's personal business service assets needed to reach more than 6 million before they could enter the private banking category, so the value of the long-tail customer group was ignored within the scope of business operations. Now, enterprises hope to tap the value of such people, but due to cost constraints, they cannot use wealth managers and special financial services to serve this group of people like before, and banks have begun to learn from Internet wealth management and Internet operation methods to tap user value. At the same time, enterprises have begun to attach great importance to data, hoping to minimize the cost of data and data assets to make this group of customer services better, which is the relatively mainstream focus of the financial industry at this stage.
Another type of demand is mainly related to personalization (as shown on the right side of Figure 1), the reason why the two types of needs are separated is because the left side of Figure 1 is to consider several aspects of the grouped thinking, the customer is divided into several categories, has not been refined to do customized services for a customer, on the contrary, the degree of personalization on the right side of Figure 1 will be a little deeper, and the overall input cost will be significantly higher than the left. For example, personalized recommendations themselves consume more data resources, basic hardware, labor costs, etc. than on the left. Therefore, each enterprise has different development stages, business requirements, input-output ratio, input costs, etc. to determine whether the enterprise is mainly on the left side of the above figure or on the right side of Figure 1.
In fact, from the perspective of early applications, we will also recommend customers to focus on the left part of Figure 1 first, because relatively speaking, this part uses a smaller input and can generate greater marginal value, and when this part reaches the ceiling of business improvement, it can begin to further increase the value through the means on the right side of Figure 1. That is to say, after the left-hand way reaches a certain upper limit, enterprises need to use more extreme means to achieve breakthroughs, such as personalized push, personalized recommendation, and personalized real-time marketing.
For example, the head e-commerce enterprises have basically achieved personalized real-time marketing, when the user is ready to buy a product, but it has been lost on the payment page, indicating that the customer is willing to make a single order, but there are some doubts, or it is interrupted and forgotten to come back, the system will be after about ten minutes, basically equal to real-time marketing push to the customer, push the user into a single. Of course, if the business is developing quickly, there are clear scenarios and sufficient resources, and you want to do both together, of course, it is also possible.
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