Researcher: Wen Hongwei
Written by: Wen Hongwei
Zhuge Smart is an agile and open scenario-based data intelligence service provider under Ronglian Cloud. It has accumulatively served 1,000+ enterprises across the country, covering dozens of vertical fields such as pan-Internet, pan-e-commerce, finance, automobiles, industrial technology, and enterprise services.
Since its establishment in 2015, Zhuge Smart has witnessed and deeply participated in the continuous and in-depth development of Chinese enterprises from offline to omni-channel, from consumer Internet to digital transformation, and to today's industrial Internet. The three-year epidemic has accelerated the digitization of corporate business and management. After the "Class B and B management", facing the recovery of consumption, enterprises in various industries are facing the process of rapid business growth. Enterprises need to carry out global digital operations for users to improve operating efficiency. , which poses many new challenges to the capabilities of enterprises in terms of global data, business and user insight analysis, and intelligent marketing.
Based on this, on March 22, 2023, Zhuge Smart held a new product launch conference themed on "Digital Fusion·New Business" and released new versions of three core products - customer data management platform "Zhuge CDP 2.0", The user behavior analysis platform "Zhuge io 3.0" and the user interaction platform "Zhuge CEP 2.0" have built a closed-loop digital operation from "global data to insight analysis, smart decision-making, and smart marketing", with the core concept and idea of solving customer problems, With the product features of agility, free combination, and building block visualization, it fully empowers enterprises to transform and upgrade from "refined operation" to "digital operation".
Figure 1: Schematic diagram of Zhuge Smart’s digital management infrastructure
01 Zhuge Smart uses customer problem-solving thinking and a complete and flexible product system to build an enterprise digital management infrastructure
Zhuge Smart has a rich and complete product system. According to love analysis and research, in addition to the three core products of CDP, Zhuge io, and CEP, it also includes a series of matching and free combinations such as BI service, smart outbound service, and SMS platform. The supporting products can be efficiently integrated with the three core products to systematically empower industrial digitalization and enterprise digital operation.
Figure 2: Schematic diagram of Zhuge smart product system
As far as core products are concerned, from the perspective of technical architecture, Zhuge Smart's product system is developed according to the logic of "data layer-middle layer-application layer":
First of all, the data layer (Zhuge Smart CDP) is mainly responsible for data access, processing and output, and plays the role of "data middle platform", which can do data cleaning, data filling, etc. for the data analysis of the middle layer and the data application of the upper layer. The basic work of "five connections and one leveling" also realizes the ID unification of cross-business data through ID Mapping technology, and supports the analysis and mining of the middle layer and the business application of the upper layer.
Secondly, the analysis layer (Zhuge io) is a link between the past and the future. Based on the cleaned and curated data in the data layer, it conducts industrial insight and presentation of data, providing solid support for business decision-making and landing applications. Through instrumentalization and modularization, conduct scenario-based analysis and personalized display of basic representations, rules, and trends of non-behavioral data such as user and member behavior data, management and marketing processes and results, and assist in the formulation and adjustment of business strategies .
Finally, the application layer (Zhuge Intelligent CEP) is a collaborative enabling platform for front-end business. Based on the clustering of the data layer and the insight analysis of the analysis layer, the intelligent execution of tasks is carried out to ensure that the enterprise realizes the "integration of knowledge and action" and continuous iterate. Focusing on advantageous industries such as e-commerce, real estate, finance, automobiles, etc., it helps companies accurately profile their target customers, flexibly arranges operation strategies through the marketing canvas, reaches target customers in multiple dimensions with omni-channel reach capabilities, and supports rapid iteration of business strategies.
Zhuge Smart adheres to the "customer problem-solving thinking" rather than "product sales" thinking. Through a deep understanding of customer business and demand pain points, with a complete product system and product features that can be disassembled and flexibly assembled, it uses "acquisition +Analysis+Marketing" closed loop, helping enterprises build their own digital management infrastructure.
02 Focusing on the underlying data capabilities, Zhuge Smart CDP 2.0 is positioned as an efficient data engine for sustainable business empowerment
Zhuge Intelligence believes that the essence of CDP is to solve a series of data-related problems, and it is necessary to separate data capabilities from application capabilities. Only when the underlying capabilities are clearer can we better measure project ROI and find real problems, releasing the application capabilities of CDP .
Therefore, in terms of positioning, according to love analysis and research, compared with most domestic manufacturers who pay more attention to the application level, Zhuge Smart's CDP focuses on "data", and pays more attention to the use of solid and efficient underlying data capabilities to provide efficient and efficient upper-level applications. Accurately provide data support to create an efficient data engine for sustainable business empowerment, and the functions on the application side are reflected in Zhuge io and Zhuge CEP products respectively.
Global data is an important cornerstone to support the digital operation of enterprises. Zhuge Smart aims at data application pain points such as scattered data, poor availability, and insufficient integrity of enterprise data, and defines Zhuge Smart CDP 2.0 as a full-scenario, dynamic and real-time customer data management platform, which realizes the accumulation of full-end data assets and meets the data needs of different business departments. Generally speaking, Zhuge CDP 2.0 has the following outstanding features:
1. The data access capability has been greatly enhanced. Zhuge Smart CDP 2.0 can realize the global data collection of web pages/mobile terminals, public accounts/small programs, advertising data, database data and even offline data.
2. The threshold for data processing and use is greatly reduced. Zhuge Intelligent CDP 2.0 provides visual data cleaning and modeling functions, introduces the capabilities and concepts of machine learning, graph computing, and data sets, greatly improves the efficiency of data acquisition and cleaning, and greatly weakens the client's requirements for data technology capabilities. Allow business personnel to use it flexibly.
Figure 3: Zhuge Smart CDP 2.0 Visual Data Cleaning Schematic
3. The integrated closed-loop capability has been further improved. According to love analysis and research, Zhuge Intelligent CDP 2.0 can not only output the result data to the enterprise's CRM, ERP, BI tools and various business systems in real time through the docking API and open data warehouse, but also realize the same massive engine, The docking of mainstream third-party platforms such as Baidu Marketing and Tencent Guangdiantong.
Take the customer of a leading city commercial bank as an example:
1. Demand pain points: 1) High-quality existing customers have basically completed development, lack of digital talents, and "long-tail customers" have many difficulties in operation and lack of practical experience; 2) Although rich data information has been accumulated over the years, the data The quality is not high, the data value is difficult to mine, the basic report data needs to be processed manually, the business system data is difficult to interconnect and interoperate, and there is a lack of standard and unified data quality control. 3) Marketing operations only rely on result data to judge, without process data monitoring and analysis.
2. In terms of ideas: After detailed research on the two major business segments of customer business individuals and enterprises, Zhuge Smart proposed the general idea of "supporting the precision of front-end marketing with data standardization and intelligent decision-making".
1) Build a basic data platform. First of all, combined with the core business objectives of the business team at present and in the future, Zhuge Smart and the customer have clarified the data indicators of each business sector, and sorted out the buried points according to the index system, unified the whole bank's buried point specifications, and reviewed and checked item by item. After the omissions are filled, a burial plan covering 3,000+ items of burial points is finally formed; secondly, relying on the advanced features of the data base platform "integration of lakes and warehouses", the data life cycle process is extremely simplified; thirdly, Kafka and other components are used to establish The real-time data pipeline realizes the second-level response of the whole link; finally, an efficient "data production line" is established by using the visual data development platform to realize the rapid development, deployment and launch of data tasks.
Figure 4: Schematic diagram of the construction of Zhuge Intelligent’s indicator system for the corporate banking business sector of the city’s commercial bank
2) On the basis of data integration, form a comprehensive understanding of customers and provide personalized services. On the one hand, user-centered cross-platform analysis is realized through the identify interface, and a unified customer portrait is established by customizing the unique identification of users. Combined with the Zhuge io analysis platform, a standardized unified interface is used to connect different platforms and terminals; On the one hand, by monitoring data such as network page traffic, stay time and the number of page viewers in the next link of the product, analyze customer experience data of financial products, better understand customer consumption habits and behavior characteristics, and deeply mine customer behavior data. Group management, for customers in different life cycle stages, accurately grasp customer preferences, realize differentiated product recommendations, provide targeted services, and realize data closed-loop through real-time update of marketing data.
3. In terms of services: after the review of the embedded point and the SDK solution, Zhuge Smart combines the product with business scenarios such as wealth management, funds, loans, and credit cards, and provides training and data verification services for the city commercial bank customers, providing specific scenarios Insight guidance ensures that the business team understands the overall picture of products and data, masters data visualization cleaning and modeling capabilities, understands various business problems and values reflected in the data, and consolidates the data closed-loop capability.
03 As a link between the past and the future, Zhuge io 3.0 facilitates broader and deeper business analysis and decision-making with powerful and easy-to-use industry-specific analysis capabilities
Zhuge io focuses on "analysis" of data, linking the past and the future, and assisting customers to solve "analysis" problems - understanding business status, business rules, discovering business development trends, and making business decisions within a certain period.
Figure 5: Schematic diagram of Zhuge io 3.0 analysis application
On the whole, Zhuge io 3.0 has the following core features and advantages:
1. It can realize self-service business analysis, easy to operate and use. Zhuge io 3.0 combines data analysis tools with visualization technology, and builds analysis functions for different roles in enterprises, so that non-professionals can independently and quickly realize multi-dimensional analysis of data.
2. The analysis function is powerful, and the scope of analysis can be wide and diverse. Zhuge io 3.0 has achieved breakthroughs in terms of analysis objects, data sources, and analysis functions. Not only can it analyze behavior and non-behavior, it is widely compatible with CDP products of other manufacturers, and it can also conduct multi-dimensional analysis such as overall, insight, event, attribution, funnel, retention, conversion path, user stickiness, and early warning analysis.
3. Facing the main industries, realize the template and scene analysis of the analysis. Utilize rich industry know-how, preset typical industry scenarios, and associate multiple templates according to business characteristics to form indicators + analysis templates that users are more concerned about, and generate specific value for users.
Take a customer in the securities industry as an example:
1. Faced with the increasing cost of customer acquisition, it is increasingly important to gain insight into customers at risk of loss through customer behavior data, transaction data, account data, etc., and use intelligent methods to grasp the best opportunity to retain customers and retain customers .
2. Zhuge Smart assists a client of a brokerage firm to conduct an analysis for the purpose of promoting account opening. For potential customers who have reserved a mobile phone number but have not opened an account, customers who have opened an account but have no transactions, and the average daily assets in the account are less than a certain amount, let the brokerage Business personnel can quickly and easily capture and identify the account opening breakpoint behaviors of the above two types of users through visualization and combined with industry analysis templates.
3. After that, according to the frequency of T+1, T+3\10, etc., according to the frequency of T+1, T+3\10, etc., according to the two types of users, respectively formulate business strategies such as artificially adding enterprises and micro-follow-ups, pushing customer loss warnings, and further matching analysis after the execution of the above actions, Determine whether the customer has continued to complete the account opening process within the specified time, and automatically mark it, and switch to promoting "deposit" and transaction promotion strategies for customers who have opened an account; continue to send newcomer welfare gift packages to recall customers who have not yet opened an account, and continue to notify customers The manager follows up and checks and analyzes the implementation of activities in real time through the activity list, which is convenient for the brokerage to conduct business review and formulate new business strategies.
04 Zhuge Intelligent CEP 2.0 supports the intelligent marketing operation and rapid iteration of front-end business with open and rich application tools and data feedback capabilities
As a collaborative empowerment platform for front-end business, from the perspective of positioning, according to love analysis and research, Zhuge Smart CEP products and traditional MA products are the inclusion relationship of complete sets and subsets. Zhuge Smart's CEP is not a tool-based tool that only executes specific marketing actions. It is richer and more open than traditional MA, with higher docking capabilities and adaptability.
Zhuge Intelligent CEP 2.0 can create a data-based operation automation tool in the form of workflow, realize closed-loop dynamic analysis of operation actions and operation results, and help enterprise marketing and operation personnel easily create marketing activities with obvious industry characteristics, and capture consumer differences in an all-round way. The golden conversion node in the life cycle stage greatly improves the efficiency and effect of marketing conversion. Specifically:
1. Have a powerful content center. Zhuge Intelligent CEP2.0 presets and continuously updates industry-oriented articles, posters, videos and other materials for customers in different industries to improve the work efficiency of marketing personnel.
2. Possess an industry-specific marketing content setting tool. Zhuge Smart CEP2.0 abstracts common industry scenarios and business actions, and summarizes common functions, which are reflected in the marketing canvas, so that customers in different industries can configure different processes, paths and operational actions for different groups, reducing planning time and trial Reduce costs and increase efficiency.
3. Ability to feed back data and enable continuous transformation of operations. In addition to the integrated MA function, relying on the natural analysis advantages of the Zhuge system, Zhuge Smart CEP2.0 feeds back the corresponding data into the database and data analysis results through labeling, analysis clustering, etc., for subsequent re-analysis and re-application. Improve the accuracy and pertinence of the next marketing cycle action, combined with AB test and other tools, turn traditional MA single-threaded marketing activities into sustainable iterative marketing solutions, and achieve the smallest granularity in the interactive operation process of the user's entire life cycle Intelligent operation in the scene helps enterprises improve operating efficiency.
Figure 6: Architecture of Zhuge Smart CEP 2.0
Take B2B pharmaceutical e-commerce customers as an example:
1. Case background: With the continuous deepening of the reform of the medical and health system and the emergence of innovative formats such as Internet medical services, pharmaceutical companies have ushered in an explosive period of channel transformation and began to transform from an offline multi-level distribution model to an online vertical e-commerce model. As a subsidiary company of Chongqing Houjie Pharmaceutical Group, one of the top 100 pharmaceutical distribution companies in China, Almond Medicine is committed to integrating the upstream supply chain through technological means, and providing medical services to millions of grassroots medical units across the country, including clinics, pharmacies, community health service centers, and village clinics. Traditional Chinese medicine decoction pieces and pharmaceutical affairs services of patent medicines, "Yaocaicai" is a vertical platform for e-commerce of Chinese medicine decoction pieces created by it.
2. Demand pain points: The Zhuge Smart project team went to the customer site, communicated with the customer business team in depth, and deeply understood the current business status, data requirements and existing pain points and difficulties of Yaocaicai:
1) The information in each link of the business is fragmented and scattered, the efficiency of internal collaboration is low, and the whole process cannot be traced;
2) The marketing team was unable to match more accurate access channels and solutions based on user portraits before the event, and could not clearly understand the conversion effect of the marketing event;
3) The customer service team receives one-on-one reception, and lacks user portraits before communication, resulting in low overall service efficiency, pertinence, and flexibility;
4) The operation team lacks data support, cannot maximize the value of high-frequency search products, and cannot provide targeted services for users in different life cycle stages to promote GMV improvement. For the key scenario that affects order placement-qualification submission, The response is slow.
3. Solution: After full communication and discussion with the business side, Zhuge io collects online platform data, Zhuge CDP accesses business data, and Zhuge CEP conducts interactive management for users, helping Yaocai to build reach, integration, and insight A marketing matrix that integrates development, cultivation, and transformation. details as follows:
1) Aiming at the problem of data fragmentation, through data collection on the whole platform, access to business data, and a unified ID system, Zhuge Smart helps the whole process of medicine collection to achieve data records, ensuring the whole process, full correlation and traceability, and realizing data Interconnection of internal business and efficient collaboration between departments.
2) For the marketing team, Zhuge Smart has built a market dashboard for it, including the number of newly opened terminals, the rate of registered orders, the number of refunds, and customers who have not placed orders, etc., to help the team gain a deeper understanding of the order data in different regions, User purchase preferences, etc., provide active user group portrait analysis functions, so that the marketing team can better measure the marketing effect, match accurate user channels, and determine the appropriate publicity plan according to the budget and goals.
3) For the customer service team, based on the RFM model, users are grouped and operated, and the most suitable customer service is matched for reception, so as to maximize the service effect; at the same time, based on user tags, user behavior records and other dimensions to gain comprehensive insight into users, so that customer service personnel can be in 1v1 More targeted communication, to achieve more flexible and smooth communication. For example, automatically monitor the user's additional purchases and unpaid behaviors and group them, remind customer service personnel to follow up and communicate, push order information such as the corresponding product category and order amount, distribute preferential information, and assist customer service personnel to promote corresponding customer transactions.
4) For the operation team, on the one hand, as an e-commerce platform for Chinese medicine purchases, data such as product selection and SKU of Chinese medicine are very important. Zhuge Smart assists the team in capturing search box data, user additional purchase TOP15 product data, and payment success TOP15 Commodity data and other multi-dimensional scene data are convenient for operators to update hot search products and modules in a timely manner on the core traffic entry of the product details page - the search box, make a good product selection, and combine high-hot products + low-hot products with strong correlation Associated sales, thereby increasing GMV; on the other hand, for "qualification submission", Zhuge Smart assists the operation team to create a "qualification submission" event, so that the operation team can keep abreast of the failure of the user to submit the qualification or the invalidation of the qualification, and provide a customer service call/ SMS promotion and other methods help users complete qualification verification and improve user order conversion.
4. Project effect: Zhuge Smart helps Yaocaicai to establish a complete set of marketing processes for the entire life cycle of users, planning and designing marketing processes such as conversion of potential users, caring marketing for new users, promotion of potential users, retention of users, and activation of dormant users. Users provide a variety of discounts, launch multiple promotional activities, and reach all channels to continuously optimize their GMV models.
With the help of Zhuge intelligent system data and algorithms, Yaocaicai gradually understands each consumer, creates personalized and experiential customer relationships, and timely feeds back to the upstream and downstream of the entire industrial chain for optimization and improvement, so as to realize "Internet +" empowerment and provide consumers with Provide the most professional, comprehensive and valuable one-stop service, and become the universal assistant for millions of terminals across the country. Zhuge Smart will also continue to accompany Almond Medicine to upgrade its digital operation, optimize user experience, improve operating efficiency through intelligent operation, and contribute to the revitalization and development of traditional Chinese medicine.
Figure 7: The project income of the digital project of Zhuge Smart & Almond Medicine
05 Epilogue
On the basis of focusing on the current core products, Zhuge Smart continues to invest in research and development, and actively introduces the latest technologies such as digital twins and ChatGPT to better serve customers' data-based business analysis and governance needs, and form a whole that empowers customer business digitization solution. For example, through the combination with ChatGPT, Zhuge Smart will form interactive data analysis products such as search analysis and dialogue analysis, which will bring better user experience and analysis efficiency to customers.