WeChat and Weibo play like this to make money

Chapter 16 "Micro" marketing is indispensable for big data thinking (2)
FedEx has launched a multimillion-dollar CRM campaign in an effort to cut costs and augment its customer data to cross-sell products and high-quality service to potential or existing customers.Using Clarify Inc.'s CRM software, the new system provides each of FedEx's more than 3300 sales force with a comprehensive view of each customer, detailing each customer's needs and proposing capabilities. recommendations that meet their needs.For example, if a customer who does a lot of international shipping calls to arrange a shipment, a sales representative will view the detailed customer history from his or her computer screen, assess the customer's needs and determine the best local offer.Previously, FedEx offered 220 different services -- from logistics to shipping to acting as a customer broker -- often making it difficult for salespeople to determine the best way for customers, and the new CRM system will also help FedEx with promotions. Clarify's software analyzes each market segment, pinpoints the market's "fragrant spots" and calculates how much money companies and individual salespeople are making in which segments.

FedEx's new CRM system is a tool for analyzing and using marketing information. It can be seen from it that the terminal of marketing information is customer-oriented, and its ultimate purpose is to provide customers with better services.For enterprises, the most valuable assets are of course customers, but establishing and maintaining customer relationships is a lengthy process, and requires the support of relevant IT technologies, so that customer relationship management can be implemented efficiently.

The implementation of customer relationship management also depends on the analysis process of customer data information. Accurate data and scientific analysis are important conditions for customer relationship management.It can be seen that the analysis and use of marketing information are two closely linked links, and the results of the analysis will directly lead to the results of use.An excellent company always has its own set of scientific methods in the analysis and use of marketing information, and these methods are increasingly influenced by the era of big data.

We know that a large amount of data will be generated during the use of CRM, including customer information, business opportunity information and order information.This information is often complicated and trivial. How to quickly obtain hidden business opportunities and value from it is the focus of every business operator.

With the exponential growth of data sources and the rapid expansion of the quantity and complexity of marketing information, the ability to extract information from massive amounts of data is crucial.It is believed that with the in-depth cooperation between big data and CRM and the continuous accumulation of data and information, companies using online CRM will get clearer guidance on their development path.

[Case Miniature] Xtools: The Forerunner of CRM

Xtools is the first online CRM brand in China. It has repeatedly emphasized the importance of data to CRM since the beginning of China's online CRM. The goal of Xtools is to help customers directly find the final result from the accumulated massive data through online CRM tools and powerful cloud computing—even if customers don't know what big data is.In order to achieve this goal, Xtools continuously adjusts and optimizes its own online CRM, enhances the readability of data in terms of functions, introduces cloud computing technology in terms of processing capabilities, and as a result, associates all the data stored in CRM, and finally forms more than 30 types Various statistical data charts, to the point where the company's daily operating conditions are well understood.

Through nearly 10 years of accumulation and improvement, XTools' online CRM has been integrated into all walks of life, providing high-quality services for many companies.Those enterprises that first started using XTools online CRM also enjoyed a smoother and more efficient management experience in the continuous accumulation and analysis of data.

3.4 Big data makes marketing more targeted

We have mentioned before that in the era of mobile Internet, precision marketing is not only possible but also achievable, but precision marketing depends on the popularization and general application of big data technology.In the past, people sent advertisements overwhelmingly through various media platforms, but in this era of flamboyant sex, these advertisements will only arouse more disgust. On the contrary, this phenomenon can be completely changed with the help of big data technology. Of course, this mainly depends on big data. The role of data.

1. Use data to improve the success rate of recommendation
Big data is most widely used in the retail industry. Retailers use big data analysis to track, record, count and analyze various information left by customers, which allows them to create an independent and detailed customer profile for each customer. file.After that, retailers can recommend products and services to customers based on the results of these data analysis.In the past, when logging in to some websites on the mobile Internet, the advertisements that popped up were random, which annoyed users.However, with the widespread use of big data analysis, different merchants will recommend related products for you based on your search and browsing records on Baidu, Taobao, Dangdang and other ports.

[Case Miniature] Amazon: Create an exclusive recommendation system for each customer Take Amazon as an example, it will create an exclusive recommendation system for you based on your previous purchases and browsing records, and the recommendation information seen by each user is different .This more targeted marketing approach has resulted in 30% of Amazon's sales coming from its recommendation engine.

2. Use data to improve decision-making accuracy
The role of data is not only to find out what the consumption pattern is, but also to discover the sensitivity of promotional activities to various customers.To carry out differentiated marketing for different customers, administrative cadres, company white-collar workers, and students should all be treated differently.Cuiwei has collected the information of millions of customers in order to ensure the smooth development of differentiated marketing.

[Case Miniature] Cuiwei Department Store: Data Analysis Helps Shopping Mall Promotion On October 2009, 10, after the four-day store celebration of Cuiwei Building, according to statistics, in addition to coupon income, there was also a cash income of 1 million yuan.Although some shopping malls may offer discounts such as "buy 1.2, get [-] free", the sales are only driven by coupon sales in a short period of time. There is no actual profit from the sales of coupons.According to the relevant person in charge, the reason why Cuiwei can obtain such a huge income is that the information technology in the background has played an important role.Compared with promotional activities in other shopping malls, Cuiwei has very accurate data analysis on who participates and who does not when setting up promotional activities.

With this set of data analysis system, the accuracy of marketing decision-making by enterprises is further increased.Enterprises need to analyze hundreds of millions of consumption records a year, and the system can mine the characteristics of customer consumption and discover the characteristics of customer brand consumption.At the same time, it can also establish a communication system for customers.In the past, customers only interacted with the mall in the store.Now, even at home, you can communicate with shopping malls through mobile phones, IPads, computers, etc.As a result, the management and marketing of shopping malls have been integrated from the inside to the outside, from the management of commodities and inventory to the management of customers and brand image.

Cuiwei’s data marketing experience also reveals the development trend of the retail industry in the era of mobile Internet: the retail life cycle is shortened, and new retail forms are constantly emerging; the rapid development of technology has a huge impact on the retail industry; large retailers start to establish and improve CRM system; the management method of retail enterprises is more scientific, and the level and efficiency are increasing day by day.

As competition intensifies, retail technology is becoming increasingly important as a competitive means.Today's retailers widely use advanced electronic technology to improve demand forecasting, control storage costs, and conduct profit analysis. In fact, informatization enables merchants to enjoy convenience and benefits in all aspects of retailing.Cuiwei Department Store formally introduces informatization into customer relationship management. From the original management of products, finances, people, and things that are controlled by the internal initiative, to the things that cannot be controlled by the external initiative, such as the screening and development of customer relationships , research, judgment, etc.

Through this set of customer relationship management system based on big data that is being developed, the enterprise can adjust quickly, have strong constraints on the management of human resources and property, and have high cost efficiency. It can allow the main operators to spend more time constantly denying themselves, improve myself.As long as the customer enters the store, the merchant can analyze through the information system why the person can buy certain products and why he cannot buy certain products.We can foresee that in the future retail competition, big data information systems will play an increasingly important role.

3. Data determines details, details determine occupancy rate
The traditional service concept only meets the general psychological needs of passengers, which is very lacking compared with the big services supported by big data.In the era of big data, enterprises not only need to use data to fully discover the needs and habits of users, but also make preparations in advance to meet or even exceed the needs of users.

[Case Miniature] Ritz-Carlton: One-to-one personalized hotel service is unique. The Ritz-Carlton Hotel, which has 28 chain stores around the world, is famous for its high occupancy rate. Since its establishment in 1898, it has maintained a daily More than 70% occupancy rate, of which more than 90% of customers are repeat customers.The secret of the hotel is to record a large amount of data on the basis of providing customers with intimate "one-to-one" personalized services.If the customer checks in for the first time, the waiter in charge of reception will take a notebook to write down the customer's various hobbies when staying in the store, such as: the color of the curtains he likes, the height of the pillows, the floor and room number he prefers, and the layout he likes in the room. What kind of flowers and fruits to put... These personalized data will be entered into the hotel customer database, and can be found in all chain stores around the world.When customers stay at the Ritz-Carlton Hotel again, their rooms will be prepared according to their previous preferences, creating a truly home-like warm and cozy feeling for customers.If you find that a piece of sugar has been added to the coffee according to your own habits when you go to a restaurant, it will definitely make you feel very comfortable.Carlton Hotel's accumulation and use of data has provided customers with value-for-money services that far exceeded expectations, and also brought it an occupancy rate that other hotels cannot match.

No matter Cuiwei or Ritz-Carlton, no matter retail or hotel, in the era of big data, "big service" must be one of the preferred marketing strategies of enterprises.

This is just like the changes brought about by the mobile Internet: all consumption behaviors will no longer be limited to the moment of payment, whether it is through mobile Internet marketing to attract customers to your platform for consumption, or using big data to support big services. Customers become your repeat customers, which will greatly extend the entire marketing, consumption and service process from time to space.

3.5 Big data advertising activates precise direct marketing
As mentioned above, the Internet economy is a "free economy". In today's era, while mobile Internet users expect to see higher-quality and more-quantity information, they also hope that the information is free.They have repeatedly indicated through their choices that whether it is their favorite video programs, or the most frequently visited news and consulting websites, they do not want to pay for them.However, if there is no advertising revenue, these video sites and news sites can only choose to charge users.Therefore, users are actually "paying" for their consumption by watching advertisements.

If you want to keep the high-quality content of the mobile Internet free all the time, you can't drive away the advertisements.The problem is that as mobile Internet users have higher requirements for browsing experience, mobile Internet advertisements also need to make corresponding adjustments.Moreover, this is also an inevitable choice for advertisers in the era of big data.Imagine that if you are a young game lover and you want to watch a half-hour funny video, but you have to watch a 1-minute commercial at the beginning of the title, then are you willing to watch a random video during this 1 minute? Do you want to see ads related to esports?I believe that most people will choose the latter.

Of course, in order for network operators to provide you with advertisements that better suit your interests, you have to allow their marketers to collect your various trajectories on the mobile Internet and study your hobbies and habits accordingly.Does that sound like a bit of an invasion of privacy?In fact, compared with the relative privacy of real life, we in the online world are almost transparent. The portals we have browsed, the keywords we have searched, the list of online shopping, and even the content of instant chat, etc., will be recorded , may be captured by network service providers at any time, and conduct in-depth mining to form a detailed "data image" about you. This is a trend that none of us can resist—unless you stay away from the Internet.

Whether you are willing or repelled, network operators and various companies will analyze you through big data, and the results of doing so may be better than you expected.In addition to the ads you receive will be more in line with your expectations, their number will gradually decrease.That is to say: personalized and precise marketing based on big data will bring higher returns to enterprises, so they can reduce unnecessary advertising investment and spend more resources on precise advertising. Over time, the number of advertisements will decrease from the overall decrease.It seemed like a happy deal for all.

In fact, big data advertising does not only bring these superficial changes, it will also change the overall marketing strategy and related systems of an enterprise to a large extent, and this change will bring infinite possibilities.

Take, for example, direct marketing, which is widely used by many businesses.Direct marketing can be said to be the earliest commercial distribution method of human beings, and it belongs to one of direct marketing.Direct marketing is a system of interaction with marketing that utilizes one or more advertising media to influence transactions and measurable responses in various regions.It can also be understood as a marketing method for product producers, manufacturers, and importers to deliver products or consultations to consumers through media (TV shopping channels, the Internet, etc.).

(End of this chapter)