Design and construction method for strategy-orchestrated marketing platform system

Abstract

The invention relates to a marketing platform system design and construction method for strategy arrangement, which realizes automatic arrangement and execution of complex marketing strategies through a highly flexible process canvas and a configuration table. The system comprises a strategy arrangement module, a configuration table module, a marketing component module, a real-time data acquisition and feedback module and a user data analysis module. The strategy arrangement module is designed based on a process canvas, supports multi-step strategy process configuration, and comprises target audience selection, content configuration, channel selection and conversion target setting. The system integrates various touch channels, supports real-time or delayed execution strategies, and provides instant user behavior analysis and strategy optimization through a real-time data acquisition and feedback mechanism. The system is based on a micro-service architecture, supports cross-channel integration, data-driven decision making and A / B testing, improves the flexibility of strategy making and the high efficiency of execution, and provides technical support for precision and intelligentization of enterprise marketing.

Description

Technical Field

[0001] The present invention relates to the field of marketing technology in enterprise digital transformation, and in particular to a method for designing and constructing a marketing middle-end system for strategy orchestration. Background Art

[0002] With the deepening of digital transformation, the marketing environment faced by enterprises is becoming increasingly complex, market competition is intensifying, and consumer demands are diversified and constantly changing. Traditional marketing methods can no longer meet current market demands. Traditional marketing systems usually adopt a single channel or fixed strategy model, lack flexibility, and cannot achieve rapid response and accurate reach. The main problems are as follows:

[0003] 1. Inflexible Strategy Orchestration

[0004] Existing marketing systems are usually difficult to flexibly and quickly formulate and adjust complex marketing strategies, especially when facing large-scale, personalized needs. The traditional manual arrangement model requires a lot of manpower and is inefficient. Enterprises often find it difficult to make rapid adjustments based on business goals or market dynamics, and are unable to meet the ever-changing market needs.

[0005] 2. Low execution efficiency

[0006] Traditional marketing systems usually rely on manual multi-channel and multi-step operations when executing marketing strategies, resulting in low execution efficiency. Due to frequent manual intervention, the consistency and stability of the strategy execution process cannot be guaranteed, which may lead to execution delays or inconsistent strategies, affecting the overall marketing effect.

[0007] 3. Data silos are a serious problem

[0008] In most companies, user data, market data, transaction data, etc. are often scattered in different systems and channels, forming "data islands" that are difficult to integrate. Due to the lack of a unified data management platform, companies find it difficult to obtain comprehensive data support when formulating marketing strategies, which affects the scientificity and accuracy of the strategies. In addition, data islands also hinder cross-departmental and cross-channel collaboration, affecting marketing efficiency and effectiveness.

[0009] 4. Decisions lack data support

[0010] Traditional marketing decisions rely on subjective judgments, lack in-depth analysis of user behavior and market trends, and cannot make accurate decisions based on data. This not only increases the uncertainty of marketing strategies, but also increases market risks. Existing systems lack data-driven intelligent analysis and prediction capabilities, making it difficult to provide a scientific basis to support strategy optimization.

[0011] 5. Multi-channel collaboration is difficult

[0012] With the diversification of marketing channels, companies' marketing activities usually need to be carried out simultaneously on multiple channels, including social media, SMS, email, App Push, etc. The existing system is difficult to achieve collaborative management and information unification between different channels, resulting in fragmented marketing information and inconsistent user experience, which affects brand image and marketing effectiveness.

[0013] 6. Poor real-time performance and slow response speed

[0014] Traditional marketing systems usually have poor real-time performance and response speed, making it difficult to quickly respond to market changes or user needs. Existing systems are often unable to adjust strategies in real time based on users' immediate behavior or external events, which puts them at a disadvantage in the fierce market competition and makes it impossible to quickly capture market opportunities and improve user participation and activity effectiveness.

[0015] In view of the above background problems, enterprises are in urgent need of a marketing middle-end system that can support complex strategy arrangement, realize multi-channel collaboration, and provide data-driven decision-making to improve marketing efficiency, increase response speed and optimize user experience. The present invention aims to solve the problems of inflexible strategy arrangement, low execution efficiency, and serious data islands in traditional marketing systems. Through intelligent strategy engines, cross-channel collaboration, data-driven decision-making and other technical means, the effective integration and efficient use of enterprise marketing resources can be achieved, thereby providing strong support for the company's precision marketing and user growth. Summary of the invention

[0016] The present invention relates to a marketing middle platform system design and construction method for strategy arrangement, aiming to solve the problems of high complexity of strategy arrangement, low execution efficiency, data islands, etc. in traditional marketing systems. The system provides enterprises with a flexible and efficient data-driven marketing middle platform through integrated strategy engines, cross-channel integration, real-time data analysis and other technical means, supporting the automatic arrangement and execution of complex strategies. The design of the system realizes the automation and precision delivery of marketing strategies in multiple channels and scenarios, and improves the marketing response speed and execution effect of enterprises.

[0017] 1. Technical issues

[0018] The current digital marketing environment is increasingly complex and changeable. Traditional marketing systems are usually difficult to flexibly configure strategies and execute efficiently. In addition, data is scattered and isolated, making it difficult to form a unified user view. When existing systems are used to cope with large-scale personalized marketing needs, strategy orchestration usually takes a lot of time and human resources, and it is difficult to achieve unified management of different channels. The strategy orchestration marketing middle platform system proposed in this invention aims to achieve the following core goals through technologies such as intelligent strategy engine, data integration, and real-time feedback:

[0019] Improve the flexibility and efficiency of strategy orchestration: Through the visual process canvas and rich strategy templates, users can quickly and flexibly design complex marketing strategies to adapt to the rapidly changing market environment.

[0020] Improve the accuracy and efficiency of strategy execution: The system has built-in cross-channel collaboration functions to automatically execute preset strategy processes, reduce manual intervention, and ensure consistency and efficiency of execution.

[0021] Achieve data-driven, precise decision-making: Integrate multi-source data and use intelligent analysis technologies such as machine learning to provide data support for strategy optimization and enhance the scientific nature of marketing decisions.

[0022] 2. Technical solution

[0023] The present invention provides detailed system function modules and process design to support complex marketing strategy arrangement and execution, mainly including the following contents:

[0024] Process canvas structure: The core of the system is a process canvas, which intuitively displays the entire process of marketing strategy from design to execution, including marketing target selection, marketing content configuration, marketing action selection, and target conversion setting. The process canvas also supports the orchestration logic of complex strategies, such as conditional triggering and loop execution.

[0025] Strategy configuration table: The system provides a configuration table below the process canvas to facilitate detailed recording of specific settings for each step, helping users to intuitively understand strategy details and optimize strategy design and execution.

[0026] Flexible integration of multiple marketing components: The system supports flexible configuration and real-time execution of multiple marketing components, including App Push, SMS, WebHook, etc. Through configuration options, users can easily achieve personalized, cross-channel marketing information push.

[0027] Real-time data collection and feedback mechanism: The system collects user behavior data in real time, predicts user needs and market changes through intelligent analysis, and ensures that marketing strategies can quickly respond to market changes.

[0028] Differentiated activity design and execution: The system supports personalized differentiated marketing activities based on user attributes and behavior data. Using association rules, cluster analysis, decision trees and other algorithms, the system segments user groups and provides accurate activity recommendations and benefit packages.

[0029] Beneficial Effects

[0030] The strategy orchestration marketing platform system of the present invention has significant effects in the following aspects:

[0031] Improve policy flexibility: Graphical policy orchestration tools lower the technical threshold for policy design and improve policy flexibility and response speed.

[0032] Improve execution efficiency and consistency: The system's automated execution function ensures policy consistency, reduces manual intervention, and achieves efficient policy execution.

[0033] Break down data silos and enhance data support: Provide data support for precision marketing through unified management and real-time analysis of multi-source data.

[0034] Optimize marketing results: Real-time feedback mechanisms and intelligent optimization functions help companies continuously adjust and optimize strategies to increase user engagement and activity conversion rates.

[0035] In summary, the present invention proposes an innovative method for designing and building a strategy orchestration marketing middle-end system. Through intelligent, automated and data-driven approaches, it greatly improves the strategic flexibility, execution efficiency and accuracy of enterprises in the digital marketing process, and lays a technical foundation for enterprises to achieve efficient and accurate multi-channel marketing. BRIEF DESCRIPTION OF THE DRAWINGS

[0036] In order to more clearly illustrate the technical solutions in the present invention or the prior art, the drawings required for use in the embodiments or the description of the prior art will be briefly introduced below. Obviously, the drawings in the following description are only for the present invention. For ordinary technicians in this field, other drawings can be obtained based on these drawings without paying creative work.

[0037] Figure 1 It is a schematic diagram of the process canvas structure of the present invention;

[0038] Figure 2 A schematic diagram of flexible configuration of the strategy of the present invention;

[0039] Figure 3 A schematic diagram of a differentiated marketing campaign design for the present invention. DETAILED DESCRIPTION

[0040] The present invention is described in detail below in conjunction with the accompanying drawings and specific embodiments. At the same time, it is explained here that in order to make the embodiments more detailed, the following embodiments are the best and preferred embodiments, and those skilled in the art may also adopt other alternatives to implement some known technologies; and the accompanying drawings are only for more specific description of the embodiments, and are not intended to specifically limit the present invention.

[0041] It should be noted that the references to "one embodiment", "an embodiment", "an exemplary embodiment", "some embodiments" and the like in the specification indicate that the embodiments described may include specific features, structures or characteristics, but not every embodiment may include the specific features, structures or characteristics. In addition, when a specific feature, structure or characteristic is described in conjunction with an embodiment, it should be within the knowledge of a person skilled in the art to implement such feature, structure or characteristic in conjunction with other embodiments (whether or not explicitly described).

[0042] like Figures 1 to 3 Shown

[0043] Example 1: Design and construction method of marketing middle platform system with strategic orchestration

[0044] The present invention relates to a marketing middle-end system design and construction method that supports complex strategy orchestration, aiming to realize the automatic orchestration and execution of marketing strategies in multiple channels and multiple scenarios through a highly flexible and scalable system architecture, thereby improving the efficiency and accuracy of enterprise marketing.

[0045] 1. Systematic process canvas structure

[0046] 1.1 Composition of the Process Canvas

[0047] The core of the system is a process canvas that shows the entire process of marketing strategy from design to execution, divided into the following parts:

[0048] Marketing Section: This section contains the four key steps of the marketing strategy:

[0049] Who to select for marketing: Identify specific target groups through data analysis to ensure accurate delivery of marketing strategies.

[0050] What marketing content configuration: Configure corresponding marketing content (such as coupons, promotions) for the target audience to attract customer interest.

[0051] Where to choose marketing action: Choose the appropriate channel (such as AppPush, SMS, EDM) to ensure accurate communication of information.

[0052] Why goal conversion setting: Set clear marketing goals and configure conversion tracking mechanisms to evaluate strategy effectiveness.

[0053] Core elements: Focus on the complexity and flexibility of the strategy:

[0054] How to orchestrate complex strategies: Provide orchestration tools to support users in customizing complex marketing strategy logic (such as conditional triggering and loop execution).

[0055] Control point: Set monitoring points during the policy execution process to flexibly adjust policy parameters or terminate the policy.

[0056] 1.2 Recording and Optimization of Configuration Tables

[0057] A configuration table is provided below the process canvas to record the specific settings of each step, helping users to clearly understand the details of the marketing strategy and optimize it. An example is as follows:

[0058]

[0059]

[0060] Example 2: Marketing components and real-time strategy execution

[0061] The system supports the integration and real-time execution of multiple marketing components, including AppPush, SMS, EDM, etc. The system provides an automated execution process to reduce manual intervention.

[0062] 2.1 Content Creation and Management

[0063] Content creation support: The system provides editing functions to support content creation in various formats such as text, pictures, and videos.

[0064] Activity page capabilities: Supports rich text, activity tags, coupons and other components to meet diverse page display needs.

[0065] 2.2 User Reach Methods

[0066] The system supports multiple contact channels (in-APP push, SMS, WeChat public account, etc.) to achieve full channel coverage. The automated contact function can trigger information based on user behavior to improve accuracy and efficiency.

[0067] 2.3 Marketing Strategy Template

[0068] The system provides a variety of marketing strategy templates, including one-time marketing, periodic marketing, holiday marketing, and real-time trigger marketing, which support users to quickly build marketing activities. The templates include basic process components, event components, marketing action components, etc.

[0069] 2.4 Real-time data collection and feedback mechanism

[0070] The system collects user behavior data in real time, provides data support for marketing activities, discovers market trends through real-time data analysis, adjusts marketing strategies, and improves marketing effectiveness.

[0071] Example 3: Combined strategy configuration and execution process

[0072] 3.1 Combination method and strategy configuration

[0073] The system supports multiple strategy combinations to meet the needs of different scenarios. Connect each step through the flowchart nodes to clarify the strategy execution process:

[0074] Combination: allows users to combine multiple strategy modules to form complex processes.

[0075] Event judgment-alarm component: When the conditions are met, the alarm is triggered to perform corresponding actions, such as sending a notification.

[0076] Event determination-emergency determination-alarm component: used to handle emergency situations and ensure timely response of strategies.

[0077] 3.2 Flexible Configuration of Strategies

[0078] The system supports a variety of flexibly configured marketing components, such as Push notifications, SMS, etc., and can combine different contact methods according to needs to achieve personalized effects.

[0079] 3.3 Construction and Execution of Complex Strategies

[0080] By selecting components on the left and configuring the flowchart on the right, users can create complex strategy combinations. For example, "[Audience Determination + Event Determination + Marketing Component]" means that the system first screens the target users, then determines whether to execute the strategy based on the event conditions, and finally implements the marketing action through the marketing component.

[0081] Example 4: Differentiated marketing campaign design

[0082] 4.1 Data analysis and mining of member users

[0083] Through machine learning algorithms such as association rule algorithms (such as Apriori algorithm), cluster analysis (K-means algorithm) and decision trees, user segmentation is achieved and marketing customer groups are accurately selected.

[0084] Association rule algorithm: used for cross-selling and product bundling promotions.

[0085] Cluster analysis: user segmentation and market segmentation.

[0086] Decision tree: User behavior prediction and marketing effectiveness evaluation.

[0087] 4.2 Activity Features

[0088] Differentiated marketing campaign content: Design differentiated activities based on membership levels.

[0089] The benefits package is linked to the completion of tasks: members are encouraged to actively participate in activities and obtain more abundant discounts and benefits.

[0090] Double-layer crowd strategy screening: ensure accurate reach of event content.

[0091] 4.3 Strategic thinking

[0092] Member level diversion: Before the event starts, the system filters the target audience by membership level.

[0093] Event diversion and rights and interests gift package matching: trigger different rights and interests gift package push mechanisms based on member participation.

[0094] Example 5: Effect evaluation and optimization

[0095] 5.1A / B Testing

[0096] By comparing user behavior data under different strategies, the effectiveness of the strategy can be evaluated. The system provides a real-time feedback mechanism, such as user click behavior, etc.

[0097] 5.2 Feedback loop

[0098] Adjust strategies or model parameters based on feedback to ensure continuous optimization of marketing results and increase the return on investment of marketing activities.

[0099] Example 6: Real-time and delayed control

[0100] The system supports real-time and delayed control modes. The real-time mode is suitable for emergency promotions, while the delayed mode can be used for scheduled marketing. Users can set a variety of time delay control options to meet the needs of different marketing scenarios.

[0101] Example 7: Key technical points

[0102] The system integrates multiple data analysis technologies, supports flexible strategy combinations, and realizes intelligent execution. Innovations include:

[0103] Intelligent strategy engine: automatically generates and adjusts strategies.

[0104] Big data integration and processing: Multi-source data support strategy formulation.

[0105] Cross-channel integration: supports unified management of channels such as social media, SMS, and application push.

[0106] These key points give the system significant advantages in improving marketing efficiency, breaking down data silos, and continuously optimizing strategies, significantly improving the response speed and accuracy of marketing activities.

[0107] The present invention covers any substitution, modification, equivalent method and scheme made on the essence and scope of the present invention. In order to make the public have a thorough understanding of the present invention, specific details are described in detail in the following preferred embodiments of the present invention, but those skilled in the art can fully understand the present invention without the description of these details. In addition, in order to avoid unnecessary confusion about the essence of the present invention, well-known methods, processes, procedures, components and circuits are not described in detail.

[0108] The above is only a preferred embodiment of the present invention. It should be pointed out that for ordinary technicians in this technical field, several improvements and modifications can be made without departing from the principle of the present invention. These improvements and modifications should also be regarded as the scope of protection of the present invention.

Claims

1. A method for designing and building a marketing middle platform system with strategic orchestration. This method supports complex strategy orchestration and automated execution, improves the efficiency and accuracy of enterprise marketing, and is characterized by: The method comprises the following steps: Design a policy orchestration module based on the process canvas, including the following functional parts: Marketing target selection: determine the target audience based on user attributes and behavior data; Marketing content configuration: design and configure marketing content for different target groups; Marketing action selection: choose the appropriate contact method among various marketing channels; Goal conversion setup: set marketing goals and configure conversion tracking mechanisms; Set up a configuration table module below the process canvas to record and display the configuration information of each marketing step in detail, including the activity name, target audience characteristics, marketing content, and execution parameters; Integrate multiple marketing components and flexible configuration options, and select different contact methods through the configuration interface, including but not limited to App Push, SMS, WebHook and email; Design real-time data collection and feedback modules to collect user behavior data and market data, provide real-time data analysis and feedback, and support dynamic adjustment of strategies; The data analysis module is used to perform personalized segmentation of user groups, and based on machine learning methods such as association rule algorithms, cluster analysis, and decision trees, the target groups can be accurately identified and appropriate marketing activities can be recommended.

2. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The process canvas module further includes a complex strategy orchestration function, supporting strategy logic such as conditional triggering and loop execution to adapt to complex requirements in different business scenarios.

3. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The configuration table module includes multiple data fields for recording specific configuration information of marketing steps, and supports real-time modification and updating, helping users to intuitively understand the details of strategy execution.

4. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The marketing component supports two modes: real-time and delayed. The real-time mode is used for emergency promotion activities, while the delayed mode allows setting a specific execution time to meet the needs of different marketing scenarios.

5. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The data collection and feedback module provides real-time monitoring of user response data, including indicators such as click-through rate, open rate, conversion rate, etc., and performs real-time optimization and strategy adjustment based on these data.

6. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The user data analysis module includes multiple algorithms for personalized analysis, including but not limited to: Association rule algorithm: used for cross-selling recommendations and product bundling promotions; Cluster analysis: used for user segmentation and market segmentation; Decision Tree: Used to predict user behavior and evaluate marketing effectiveness.

7. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The system has a built-in double-layer crowd screening mechanism, which ensures accurate implementation of strategies through double-layer screening of membership levels and event events.

8. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The system supports A / B testing, allowing comparison of the effects of different strategies to evaluate the effectiveness of marketing strategies and make optimization adjustments.

9. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1 is characterized in that: The system has a feedback loop mechanism that monitors user behavior feedback data in real time and adjusts strategies based on the feedback data to achieve continuous optimization results.

10. The method for designing and constructing a marketing middle platform system with strategic arrangement according to claim 1, characterized in that: The system design is based on a microservices architecture, supports cross-channel integration and automated execution, ensures the scalability and efficiency of the system, and supports automatic generation and adjustment of strategies through an intelligent strategy engine, reduces manual intervention, and achieves seamless integration and processing of multi-source data.

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