360 度精準式行銷實務班制訂精準式行銷策略:在 Big Data 中尋寶     George Jen, MIGO        May, 2012
Big Data …
Connecting the Dots
變身三部曲Data  Information  Intelligence
變身三部曲                 Do RIGHT things!               Intelligence        Information               Do things RIGHT! Data
Management ≠ Marketing如果沒有 Relationship …我們要 Management 什麼 ?   行銷哲學    Plus  科學方法!先找到什麼是對的事、再想辦法把它做對!
The customer won’t care how much you know       before they know how much you care … about them …                   If rel...
How you define the Relationship between    your Brand and your Customer
Customer Lifetime Cycle                         Acquisition Gap                                                從產品生命週期    ...
Branding  Experience  Relationship Marketing                WebMAXTM & Branding                    Customer             ...
Big Data 年代如何將垃圾變成黃金!
垃圾變黃金!                         Fetching                         (Completeness)                  External Data             ...
Philosophy and Rationality                                        of DATA Strategy                                        ...
Internal Data (Enhancement)Right Offer:                       Right Target:‧ 商戶、餐品、的屬性                        ‧ 用戶的基本資料 (生...
External Data ( Enrichment )
Data Fetching ( 1 ) Core        Inactive      ProspectMember       Member       Customer
Data Fetching ( 2 )          透過 Golden Question 的設計          推測新加入、或是不活躍之消費者的偏好等信息。透過 統計模型 (例:層級貝氏分析)將部份 VIP 客戶的已知信息、推估到類似...
運用 CRM 商業智慧制定精準行銷策略
精準行銷三部曲                     Re-Targeting              Tracking  Targeting
Only GOD knows the Truth!                   真相            修正             現象            檢驗             理論                  ...
Targeting   異質性(Heterogeneity)     動態性                  (Dynamics)
Tracking
Re-Targeting1. 不只 Track User 在網內的   Behavior             Footprint DNA2. 還要串聯 User 在網外的   Interesting Map …3. 甚至鎖定 Potenti...
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360度精準式行銷實務--制定精準式行銷策略

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2012.05.22
數位行銷學院
360度精準式行銷實務班
制定精準式行銷策略--在Big Dat中尋寶
講師:功典資訊資深商業智慧總監 任家濟

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360度精準式行銷實務--制定精準式行銷策略

  1. 1. 360 度精準式行銷實務班制訂精準式行銷策略:在 Big Data 中尋寶 George Jen, MIGO May, 2012
  2. 2. Big Data …
  3. 3. Connecting the Dots
  4. 4. 變身三部曲Data  Information  Intelligence
  5. 5. 變身三部曲 Do RIGHT things! Intelligence Information Do things RIGHT! Data
  6. 6. Management ≠ Marketing如果沒有 Relationship …我們要 Management 什麼 ? 行銷哲學 Plus 科學方法!先找到什麼是對的事、再想辦法把它做對!
  7. 7. The customer won’t care how much you know before they know how much you care … about them … If relationship doesn’t exist, then there is nothing to be managed …2011/8/25 7
  8. 8. How you define the Relationship between your Brand and your Customer
  9. 9. Customer Lifetime Cycle Acquisition Gap 從產品生命週期 (Product Life Cycle)  消費者生命週期 (Customer Life Cycle) Penetration Gap The Right Offer To the RightPerson At the Right TimeRetention Gap Through the Right Way!
  10. 10. Branding  Experience  Relationship Marketing WebMAXTM & Branding Customer Experience Customer Management Relationship Management Pre-Sales Sales After-SalesNeed Awareness Interest Search Purchase Usage Satisfaction Repeat需求確認 知名度 興趣&偏好 搜尋 購買 使用經驗 滿意 再購 Dissatisfaction 不滿意
  11. 11. Big Data 年代如何將垃圾變成黃金!
  12. 12. 垃圾變黃金! Fetching (Completeness) External Data (Enrichment) Internal Data (Enhancement)
  13. 13. Philosophy and Rationality of DATA Strategy The Risk cause by Information PrecisionThe Cost of Database Maintenance 最低總成本之變量內容 1 2 3 4 5 6 7 8 9 N The Number of Variables(變數) 44
  14. 14. Internal Data (Enhancement)Right Offer: Right Target:‧ 商戶、餐品、的屬性 ‧ 用戶的基本資料 (生日、週年)‧ 促銷方式的屬性 ‧ 用戶的 Interest Spectrum‧ 搜索、獲取路徑的屬性 ‧ 用戶的 Social Info.Right Time: Right Place:‧ Work Hour vs. Off-Duty Hour ‧ 地點本身的屬性‧ Week Day vs. Weekend ‧ 附近商戶的屬性‧ Holiday, Weather? Anniversary? ‧ 地點對應 Timing 的關連性
  15. 15. External Data ( Enrichment )
  16. 16. Data Fetching ( 1 ) Core Inactive ProspectMember Member Customer
  17. 17. Data Fetching ( 2 ) 透過 Golden Question 的設計 推測新加入、或是不活躍之消費者的偏好等信息。透過 統計模型 (例:層級貝氏分析)將部份 VIP 客戶的已知信息、推估到類似背景的消費者。
  18. 18. 運用 CRM 商業智慧制定精準行銷策略
  19. 19. 精準行銷三部曲 Re-Targeting Tracking Targeting
  20. 20. Only GOD knows the Truth! 真相 修正 現象 檢驗 理論 模型2011/8/25 20
  21. 21. Targeting 異質性(Heterogeneity) 動態性 (Dynamics)
  22. 22. Tracking
  23. 23. Re-Targeting1. 不只 Track User 在網內的 Behavior Footprint DNA2. 還要串聯 User 在網外的 Interesting Map …3. 甚至鎖定 Potential 的 1. 不只在 網內 跟 user 做互動 … anonymous … 2. 也要設法跟 Potential User 在 網外 建 立連繫 …
  24. 24. Thanks for Listening …

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