3G移动增值业务全程精确营销实践

Precise Marketing Practice of 3G Mobile Value-Added Services

移动增值业务种类多、上线快、用户个性化需求强等特点对市场营销人员提出了新的挑战,也为精确营销和客户洞察提供了肥沃的土壤。本文提出了精确营销模式在多业务通用、活跃度提升、渠道协同所具备的优势,并创新地提出了适合3G移动增值业务的全程精确营销思路,利用协同式过滤技术来实现潜在目标客户的识别,利用客户细分来实现策略匹配。为了支撑全程精确营销的落地执行,提出了精确营销实战支撑系统的系统架构,包括供营销策划人员使用的取数平台和供一线营销人员使用的推荐平台,在营销实践中取得了不错的效果。

Mainly basing on the practical experience of mobile value-added service marketing projects,this study stated the advantages of precise marketing in the 3G mobile value-added marketing,and presented four key steps of precise marketing, which were potential target customer identification, marketing strategy adaptation, complication control and marketing assessment as well as optimization. Last but not least,this study introduced two scientific and effective method and tool,which were collaborative filter data mining model and precise marketing of mobile value-added services support system.