基于大数据的场景化营销体系

Scene marketing system based on big data

大数据技术的不断发展使得越来越多的营销数据可以被实时获取,在传统营销向智慧营销转化的过程中,如何利用客户的大数据资源,满足客户需求和营销成功率的同时,提升营销效率,开展智慧化的精准营销,从而达到降本增效的目的是未来智慧化运营解决的主要问题。场景化营销推荐引擎通过构建"一客一策"策略库、场景化客户画像、模型算法库、策略调度中心,实现高效的智慧化场景运营。场景化运营开展后,全年营销活动数量和营销成功率同比提升明显,营销效率显著提升,为企业节约了营销成本,达到了降本增效的目的。

With the continuous development of big data technology,more and more markinig data can be obtained.In the process of transformation from traditional marketing to intelligent marketing,how to use customers’big data resources to meet customer needs and marketing success rate,improve marketing efficiency and carry out intelligent precision marketing,so as to achieve the purpose of cost reduction and efficiency increase is the main problem to be solved in the future intelligent operation Question.Scene marketing recommendation engine realizes efficient and intelligent scene operation by building"one customer one policy"strategy library,scene customer portrait,model algorithm library and strategy scheduling center.After the implementation of scenario operation,the annual number of marketing activities and marketing success rate increased significantly,and the marketing efficiency improved significantly,which saved the marketing cost for the enterprise and achieved the purpose of reducing cost and increasing efficiency.