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Full-link online marketing method based on fast moving consumer goods

A product and route technology, applied in the field of full-link online marketing based on FMCG products, can solve the problem that the closed loop of brand private domain traffic cannot be established, the private domain membership system cannot be established, and the brand private domain data cannot be effectively used online. Reach and other issues to achieve the effect of improving brand sales conversion

Pending Publication Date: 2020-08-28
上海源慧信息科技股份有限公司
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0006] 3. The closed loop of brand private domain traffic cannot be established, brand private domain data cannot be effectively used for online access, and there are too many isolated islands of information
[0008] 4. There is no private domain membership system based on the full life cycle
[0010] 5. It is difficult for brands to accurately and personalizedly connect to their own private domain users

Method used

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  • Full-link online marketing method based on fast moving consumer goods
  • Full-link online marketing method based on fast moving consumer goods

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0030] Example 1: Please refer to Figure 1-2 , A full-link online marketing method based on FMCG products, including the following steps:

[0031] 1. Obtain user information: including user basic information, social attributes, interest attributes, and other attributes

[0032] 2. Conduct transaction information management: user order information, historical purchase information, product preferences, browsing preferences, conversion channel information

[0033] 3. Analyze interactive behavior data: browsing behavior, activity preferences, behavior attributes, service tendencies

[0034] 4. Establish data cleaning ETL (English abbreviation of Extract-Transform-Load, used to describe the process of extracting, transforming, and loading data from the source to the destination), the data lake full link Centralized data service

[0035] Follow the steps below for system management:

[0036] 1. Daily operation push

[0037] Holiday operation: According to browsing habits, shopping characteri...

Embodiment 2

[0045] Embodiment 2: On the basis of Embodiment 1, management based on the full life cycle of the user's full link:

[0046] 1. Pull new:

[0047] Provide new services through multiple channels such as coupon distribution / advertising / member recruitment / offline activities / online activities;

[0048] Bring new members into the private domain traffic / private domain member pool for effective member management.

[0049] 2. Activation:

[0050] Through characteristic service, one-to-one service, sample delivery service, users pay attention and care to activate the vitality of members.

[0051] 3. Interaction

[0052] Through content, grouping, online community, sharing, social fission, live broadcast, offline activities for user interaction, user loyalty is established.

[0053] 4. Conversion:

[0054] User conversion is carried out through promotion, marketing, precise reach, limited products, brand activities, and distribution.

[0055] 5. Retention:

[0056] Manage user life cycle through loyalt...

specific Embodiment approach

[0057] The main technologies of the project include: big data collection ES Tracking, big data preprocessing ETL, big data storage and management Data WareHouse, big data analysis and mining, big data display and application (big data retrieval, big data visualization, big data application, big data Data security, etc.) CDN mirroring technology distributed storage shared storage massive data queue cache, high concurrency solutions, file column storage.

[0058] The platform is based on various technical components of Hadoop / SPARK (such as MapReduce, HBASE, Spark, HIVE), relational database storage procedures, ETL-based calculations, data cleaning, and calculations through python, etc., and supports multiple scheduling strategies (time / interface) Notification / Manual / Message / SMS / WeChat / APP), based on the micro-service architecture, flexible horizontal expansion.

[0059] Through behavior, order, transaction, collect unique user information to form user portrait, label system, analyze...

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PUM

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Abstract

The invention discloses a full-link online marketing method based on fast moving consumer goods. The method comprises the following steps: A, acquiring user information; b, performing transaction information management; c, analyzing the interactive behavior data; d, establishing a data cleaning ETL to complete the full-link centralized data service of the data lake. According to the method, a DTCmode is used, brand merchants face consumers, back supports are user private domain data and private domain flow, grouping and portraying are carried out on the users through some calculations, fact labels and prediction labels are calculated through combination of behavior data and business data, the users are touched more accurately, and brand sales volume conversion is improved.

Description

Technical field [0001] The invention relates to the technical field of network marketing, in particular to a full-link online marketing method based on fast-moving industry commodities. Background technique [0002] The existing fast-selling products have the following defects: [0003] 1. Lack of a systematic operating framework, and outdated operating team efficiency capabilities. [0004] Through the integration of large and medium stations, operation modules are integrated, and the hot-swappable mode is used for function combination, the upper layer is used for aggregation, and all functions of the middle station are managed through unified identity verification and authorization to improve operational capabilities. [0005] Decoupling at the smallest atomic layer through microservices, application aggregation at the application layer, data aggregation at the data layer, a unified service gateway to monitor service effectiveness, unified governance services, the platform is based ...

Claims

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Application Information

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IPC IPC(8): G06Q30/06G06F16/9535G06F16/9536G06F16/2458G06F16/215G06Q30/02
CPCG06Q30/0631G06F16/9535G06F16/215G06F16/2465G06Q30/0208G06Q30/0222G06Q30/0224G06F16/9536
Inventor 朱传炳
Owner 上海源慧信息科技股份有限公司