Alibaba brand data bank: introduction to the most complete data bank

The authors introduce

Portrait data products @ Straw hat boy

《 The way of big data practice ： Zhongtai + analysis + application 》 The core author

Author of user portrait 、 Label system 、 A series of articles such as advertising

Everyone is a product manager columnist

“ DataMan creators Alliance ” member

Hello everyone , I'm a straw hat boy ~

Last series 《  Alidamo plate ： Master the of alidharma disk 6 Great ability ！》, We introduced the Dharma disk DMP, Next, let's explore the ability of Alibaba's brand data bank .

01  Get to know brand data bank

Brand data bank is a consumer asset platform launched by Alibaba , It integrates Alibaba global channel consumer data and brand owned data , Help the brand to carry out refined and layered operation .

The data of brand data bank includes Alibaba consumer data , Such as Alipay 、 Ali mother 、 Tmall 、 Rookie post 、 Hungry wait ; And brand owned consumer data , If the media outside the station is exposed 、 Fans and members of the brand .

Here's the picture , Look at the comparison of Alibaba business tools , Including brand data bank 、 Dharma dish 、 Customer operation platform 、 Business Consultant . On the whole, brand data bank , It is the data of consumers from the perspective of brand , The Dharma plate is mainly from the store dimension ; In addition, data banking capabilities include brand wide consumer data backflow , The data range and application range are better than Dharma disk 、 Business consultants are broader .

Brand data bank by 4A The model developed from , namely Aggregation The fusion 、Analysis analysis 、Activation Activate 、Application application , Provide link flow analysis 、 Custom analysis 、 Member fan analysis and other functional modules , Help the brand quickly 、 Convenient consumer operation , Precipitate brand consumer assets .

Here's the picture , Alibaba brand data bank mainly includes fusion precipitation 、 Analytical diagnosis 、 Data activation 、 Application customization 4 Large module .

Next , Let's uncover the mystery of each module of data bank .

02 Aggregation The fusion

01  Consumer assets

In order to help brands continue to deposit consumer data , Restore the consumer journey , Insight into the intimate relationship between brands and consumers , And continue to deepen the relationship with consumers , Brand data bank provides AIPL Method , To segment consumers .

Consumer asset module , Including consumer analysis 、 Full link analysis 、 Link flow analysis .

Consumer analysis ： Divided active consumers 、 Consumer assets 、 Active consumer benchmarking 、 Weekly growth rate of consumers 、 Potential customers - Customer ratio 、 Weekly deepening rate of relationship .

Full link analysis ： Divide A cognition -I Interest in -P Buy -L loyal , Look at the overall change trend of consumer groups at different stages .

Link flow analysis ： Divide cognition 、 Interest in 、 Buy 、 Loyal users , Crowd circulation in the initial and final stages .

Straw hat boy ： The consumer equity module is a capability that brand data banks have had in the early days , Its core lies in AIPL Model . Choose the right user hierarchy , And formulate certain transformation strategies around layering , It is crucial for consumer asset platforms . For example, Ali has AIPL User hierarchy model 、 Jingdong has 4A Model 、 Byte has O-5A Model , These models are easy to understand , The corresponding marketing transformation strategy behind it will be more complex 、 important . Interested friends can add data exchange groups to discuss .

02  Data fusion

The brand is in the process of development , Will accumulate multi member data , These data can be processed by the data fusion module . The data fusion module includes the upload crowd 、 Upload tags 、 One side of the crowd 、 One side label, etc .

Straw hat boy ： This module can better help businesses use their own data .

03 Analysis analysis

Analysis and diagnosis module , From fan members 、 To commodity analysis , Then to scenario operation 、 Activity precipitation analysis 、 Conduct in-depth analysis from multiple perspectives such as brand growth analysis .

01  Scene operation

Scenario operation divides new customer expansion 、 High potential people promote transformation 、 The old passenger transport business promotes the repurchase 、 Member recruitment and operation 、 Event crowd re marketing 、 New product operation strategy . Scenario some core operation modes , It can directly empower operators .

Straw hat boy ： Scenario operation is a new capability , On the basis of analysis , Added more operational strategy templates , Improve the usability of the product , This is of great significance for us to recommend portraits .

02  Fan member analysis

Fan member analysis , Mainly including brand members 、 Shop members , Analyze active members 、 Inactive members 、 Buying members 、 Active unsubscribed members .

03  Commodity analysis

Commodity analysis , Building people - The relationship between commodities , Analyze consumer behavior on single products . And further analyze the total number of interactions of this item 、 New brand awareness 、 Interest in 、 Buy 、 Loyal number .

Straw hat boy ： In the process of user clustering , The more groups we divide , The more operators don't know how to use , It is difficult to form a more systematic strategy . What brand data bank does better is , Used AIPL Model , Run it through the whole product system 、 Analysis system 、 Operation system , So as to give full play to the maximum value of data products .

04  Activity precipitation analysis

Activity precipitation analysis , Precipitated the activity data of consumers , Before analyzing the activity 1 Day and the day the event ends , Total consumers 、 Category purchasing power 、 Consumer conversion data , As well as the innovation and retention effect analysis of activities .

Straw hat boy ： Marketing activities are widely used in the promotion of major brands , Count the effects of activities , You need to do a good job in the backflow of activity data 、 Attribution of channel data . This is the point and the difficulty , Follow up articles further study .

05  Custom crowd analysis

Another basic module is user-defined crowd analysis , This is mainly the crowd selection module , Divide the circle of people by field 、 Circle people with goods 、 Attribute circle people 、IP There are several ways for fans . This one 《 Alidamo plate ： Circle the crowd 、 Channel precipitation crowd 、 Intelligent iterative crowd ...》 Build in a similar way .

Straw hat boy ： Generally, attribute circle people are the most commonly used module for crowd circle selection , It needs to be combined with certain business scenarios , For example, in the e-commerce scenario , Based on human - cargo - The model of the field , It can be expanded into a circle of goods 、 Circle people with the field . In the long rent scenario , Based on room - Guest model , Then people are surrounded by houses .

04 Activation Activate

Data activation is mainly data application , According to brand needs , Push the target group to drill exhibition and other channels .

Docking here , There are many channels , Including Ali's mother 、CRM、 Strategy Center 、 Tmall marketing platform 、 Gao de 、 Alipay 、 Local life and so on .

05 Application application

The application module mainly includes application market and data factory . For example, in the application of market capacity , Brands can be based on different marketing scenarios , Order the complete solution packaged by the service provider .

Straw hat boy ： Scenario operation strategy requires certain data analysis and marketing experience to get , The service provider can sell it , Commercial realization . It can also be seen that in the consumer asset platform , The importance of marketing strategies .