Customer-oriented journey marketing method and system
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A marketing system and journey technology, applied in the field of customer-oriented journey marketing methods and systems, can solve problems such as marketing lag, blindness, and difficulty in achieving marketing activities, and achieve the effect of precise marketing and increased success rate
Active Publication Date: 2019-12-20
WHALE CLOUD TECH CO LTD
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[0002]
Marketing activities under the traditional marketing concept are dominated by enterprise producers, and generally have disadvantages such as marketing lag, blindness and passivity, and it is often difficult to achieve the purpose of marketing activities
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Embodiment 1
[0035] Embodiment 1 User activates recharge activity
[0036] For the customers in the operator industry, if you want to complete the first recharge of not less than 100 yuan within 3 days after the user's new activation, you can get a 50 yuan call credit, and you can also get a 7-day free trial of new services if you complete the first recharge on time. Users receive a 7-day trial, and within 7 days, they can purchase the right to use the new business for three months at a 50% discount.
[0037] Related processes include:
[0038] Journey marketing task event dependence and parameter configuration: user activation is dependent on the first charge event, which is valid for 3 days, and the reward is 50 yuan call credit; the first charge event is dependent on the event of receiving a new business free trial product, and the validity period is 2 days. Can be rewarded for free 7-day product trial for new business;
[0039] The user activates the event monitoring, and sends the f...
Embodiment 2
[0042] Embodiment 2: The activity of discounted machine purchase when the user reaches the quantity
[0043] For customers in the operator industry, it is hoped that users can complete the 50% discount to purchase video rights products within 48 hours after using 50G of data traffic, and after completing the purchase of video rights products on time, they can also receive different grades of purchase points , the customer is limited to complete the acquisition of the merged machine within 7 days, and it will become invalid after the expiration date.
[0044] Related processes include:
[0045]Marketing task event dependence and parameter configuration: the event of user privilege discount purchase is dependent on the event of user reaching volume, the validity period is 48 hours, and the qualification for purchasing video rights and interests products with a 50% discount; Dependent, valid for 7 days;
[0046] Monitor the event of user reaching volume (this event is relied on...
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Abstract
A client-oriented journey marketing method comprises the following steps: S1, marketing event dependence configuration and marketing event parameter configuration: connecting a plurality of user events; S2: monitoring the events. The invention also provides a customer-oriented journey marketing system, which comprises an event input source module, a marketing event module and a data center module,and is characterized in that the event input source module is used for setting input source information and input source attributes of marketing events; the marketing event module is used for settingmarketing events, output information, output attributes and calculation strategies of the marketing events; and the data center is used for analyzing data, writing the data into Kafka, calculating KSQL data and outputting the data. By adopting the method provided by the invention, a plurality of user events can be connected by realizing configurable parameters such as event dependence, event timeliness and the like; and transforming and utilizing Kafka and KSQL data engines to finish data calculation and marketing recommendation result output in real time in combination with contents such asevent strategies and event parameters, thereby monitoring new user events.
Description
technical field [0001] The invention belongs to the field of big data applications, and in particular relates to a customer-oriented journey marketing method and system. Background technique [0002] Marketing activities under the traditional marketing concept are dominated by enterprise producers, and generally have disadvantages such as marketing lag, blindness and passivity, and it is often difficult to achieve the purpose of marketing activities. The modern marketing concept depends entirely on the needs and desires of consumers, has the advantages of being advanced and proactive, and focuses more on providing customers with excellent marketing experience. [0003] The best marketing should start with journey marketing. The essence of journey marketing is to discover the potential needs of users through insight into the location, time, and behavior of the user's scene, and then match the marketing needs with strategic content. With the help of technical means, a series o...
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