Compete for the key battle of stock users and help enterprises build a perfect labeling system - 01 live review

Digital reading guide ：

Last Wednesday was the new data series of kangaroo cloud stack ——「 Number wisdom enables reality Zhan liujiao 」 The first live broadcast of . Kangaroo cloud stack Senior Product Expert Wood Research It brings you 「 The key battle for stock users , Help enterprises build a labeling system 」 The share of , We will finish the essence of live broadcast. , Let's review the content again , Quickly start to build a labeling system .

You can see

Digital marketing is the vanguard of digital transformation

Methodology of label system construction

The construction case of label system in a fund

Live courseware & Video playback ：

Add a live broadcast assistant stack at the end of the text , Get courseware for free + Course playback

speech / Wood Research

Arrangement / Hua Xia

Digital marketing is the vanguard of digital transformation

《⼗ The fourth five year plan for the development of digital economy 》 The emphasis on , want ⼤⼒ advance Digital transformation , Forming data-driven intelligent decision-making can ⼒, Improve the overall operation efficiency of the enterprise . Do a good job in digital transformation , Enterprises can produce 、 study 、 for 、 pin 、⽤ And so on , and “ pin ” It happens to be the first key element , Enterprise transformation often starts from the marketing scene , So we say Digital marketing is the vanguard of enterprise digital transformation .

In the process of digital marketing transformation , Because the digital construction process of each enterprise is different , There are often many challenges , Such as ：

• How to get through enterprise data ？

• How to build customer portraits ？

• marketing ROI How to improve ？

• How to iterate the marketing strategy ？

To solve the above problems , In the business ⽣ Production and business should ⽤ Before , Let the industry digital marketing , We need to get into ⾏：

• Data integration ⼀ Storage

• OneID Data connection

• OneModel Data model construction

• Integration of data assets ⼀ management

Lay these foundations , Then we can start to build our own personalized Label system , Make labels the cornerstone of enterprise digital marketing , Help consumers draw more accurately ; Realize the use of data to guide marketing , Instead of just vague experience ; Let the active data flow back to the data warehouse , As part of the tag data source , formation Marketing business closed loop .

Methodology of label system construction

So how to help enterprises build a perfect labeling system ？ We concluded that “ Three goals + Five steps ” Methodology of ：

Three objectives of label system construction

●  Goal one Solve business problems

To determine what specific business problems we are building a labeling system to solve , What effect do you want to achieve , In terms of time, we should treat it by stages , Small step run , Promote and apply as soon as possible .

●  Goal two Business personnel are easy to use 、 Easy to use

The construction goal of the label system is to be flexible and extensible , So that business people can easily derive labels 、 High production efficiency . At the same time, there are many ways to apply labels , To adapt to different business requirements .

●  Goal three Sustainable renewal iteration

Label system as an important data asset , We need to continuously improve it , Form a good interaction between business application and data development department , Help produce more valuable data .

Five steps for the construction of label system

● First step Clarify the construction objectives

The technical department and the business department jointly determine the label construction objectives , Starting from the business scenario , Make construction planning from top to bottom , Achieve “ Think before you use ”, avoid “ Use first and think later ”, Ensure the application of labels , do 「 Business command gun 」.

● The second step Label system design

The next step after clarifying the construction objectives is the design of label system .

Before that , Let's start with some labels Important concepts Make some introductions ：

The overall process of label system design can be divided into 4 Big steps +2 Big stage ：

In the process, we need ：

01  Planning entity objects

Determine the object of the label system , Sort out the relationship between labels , Design label system , Create label categories .

02  Probing data

Warehouse building specifications according to standard data , Sort out the data fields of customers 、 Business process 、 Data sheet 、 The amount of data in the table 、 Data distribution, etc , Based on this data , Which labels can be processed .

03  Design label category

According to the actual business situation , Design label category , Generally established 2-3 layer , It is suggested that a sub category should not exceed 20 A label , No less than 3 A label .

04  Design label content

Include label definitions 、 Processing method judgment 、 Processing range judgment, etc .

● The third step ： Label processing and updating

Label processing and updating includes various types of label processing 、 Label test and label online and update steps , Realize the marketing demand at the technical level .

● Step four Label lifecycle management

Label lifecycle management refers to including label evaluation 、 Several management processes responsible for the actual use status of labels, such as label governance and label iteration , Help realize the organic combination of label construction and marketing , Don't waste any action index .

● Step five Label application and reflow

Label application and reflow refers to the label circle group 、 Several specific landing result operations of portrait insight and external service , It is also an essential part of label construction .

The construction case of label system in a fund

In the above, we introduced the methodology of label system construction , How to put theory into practice , Kangaroo cloud stack smart tag products give the answer .

Smart tag management and analysis platform （DataTag）, Extract by label 、 Label management 、 Group subdivision 、 Full portrait , Build a business value oriented labeling system and diversified groups , Label data assets , Data tag value , Applied to enterprise intelligent operation and marketing .

Next, we take the case of a fund customer , Let's introduce the practical application of label system construction .

In an all-round digital platform economy era , The digital transformation of enterprises has become an inevitable trend from inside to outside , In the digital wave , The businesses of fund clients are developing rapidly 、 The amount of customer data has increased dramatically , Company to customer 、 product 、 channel 、 Data analysis of anti money laundering and other aspects 、 Operation puts forward higher requirements , In this context , Build a complete label platform , Improve marketing efficiency , No doubt the best choice .

● The customer is in pain

1、 Customer data is distributed in various systems , There is no unified analysis platform

2、 All kinds of data analysis and extraction mostly adopt semi-automatic working mode , No scientific labeling system

3、 Customer activities Long development cycle , Inaccurate operation , Lack of timely tracking of marketing effect 、 Operation feedback is not timely

● Construction plan

1、 docking Star Ring TDH engine

2、 Provide Label implementation services , Sort out the label system for customers , Finished label development , Establish customer labeling system , Sales support 、 service 、 Compliance and other requirements from different perspectives

3、 Convenient label development 、 operation 、 Display and output, etc Life cycle management ; Support individual and group portraits of customers 、 Circle selection and comparison of customer base , Support rapid promotion 、 Smart marketing 、 Precise service

● Construction process

1、 Business level ： Based on the actual business status and business needs of customers , Tailor made label system for business

2、 Data level ： Return the consumer data in each business system to the data center , According to the label design , Conduct data exploration 、 cleaning 、 modeling 、 Development and other work, and implement online

● Business effect

1、 Label system ： Build customers 、 fund 、 fund manager 、 channel 4 A label system

2、 Tag number ：600+ label

3、 Processing efficiency ： Label processing efficiency from 1 Week shortened to 2 God , Improve operational efficiency to 2~3 Time / Zhou

4、 Tag application ： Application in fund marketing 、 Anti money laundering risk control 、 User churn, recall and other directions