分析型CRM下的移动数据产品精确营销应用研究
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摘要
本文在分析型客户关系管理(CRM)理论框架下,重点研究移动数据产品精确化营销方法论的体系架构,并着重在客户价值、行为分析和目标市场营销等方面进行了研究。针对移动数据产品的特点应用NGOSS方法论对现有的电信客户和产品模型结构进行修订,提出了基于SOA架构的分析型CRM体系设计并对精确化营销方法论的应用进行了详细的阐述,同时以实际案例加以说明。移动数据产品应在客户细分的基础上,实行差异化的营销战略,结合产品创新,以先进的信息技术为利器打造精确营销的竞争平台。
传统的营销仅仅做到了服务(或产品)种类的差异化,即希望通过多样化的服务来满足客户多样化的需求。但这种差异化存在很大的局限性,即无法做到服务对象联系一也就是客户集群的差异化,因此这种差异化是缺乏针对性的,仍然难以满足客户个性化的需求。基于点集拓扑理论的CRM细分集群是根据不同的细分属性把客户集群细分为各种不同需求的,不同属性的细分市场,即所谓的客户集群的属性子空间。移动数据产品的营销建立在对其客户集群细分的基础上,针对不同类型的产品一客户空间的映射关系为客户集群提供有针对性的差异化产品服务,只有这样精确营销才是有效准确的。
论文阐述了目标市场精确营销的思想在移动数据业务营销活动中的应用,着重研究了以下四个方面的内容:
●面向移动数据产品精确营销的分析型CRM体系架构设计:其中业务交付平台(SDP)是一个综合的增值业务支撑子系统,使运营商能够快速灵活地提供电信增值业务。营销数据库(ODS)储存、分析和处理有关客户的数据,并且根据营销智能(BI)数据处理后得到的“商业情报”制定相应的营销策略流程,以提供相应个性化需求的满意服务。SOA的架构思想使得增值业务支撑系统由原来的一个个垂直独立的系统,改进为一个分层的,统一管理的体系架构。
●将客户价值和行为分析的评估方式引入移动数据产品精确营销领域,在此基础上提出一种基于客户终生价值、客户行为属性、客户资信综合因素相结合的CLV/CB/CC客户细分模型,在对各因素指标进行主成份特征选择、提取和预测计算基础上利用进行聚类,并将聚类的结果簇作为集群映射算法进行客户分类预测的前一步,将两种算法优势互补,提高了客户分类判别的精度。
●研究主要集中于移动数据产品市场扩散问题进行分析,并且集中于创新产品市场扩散模型的研究。将产品按客户类型进行细分,从而使每一个细分客户得到最合适的产品。运用点集拓扑理论将客户、产品集群的现实模型映射为数据空间的数据模型进行分析,给出客户集群和产品集群的映射关系指导差异化的精确营销。
●精确化营销管理的方法论-基于数据分析的闭环营销管理流程体系:精确营销的应用分为数据准备和分析、营销活动策划、营销活动准备、营销活动执行和营销活动评估与优化几个环节。通过客户分群和产品分析,我们可以更精细地了解客户,并采取有针对性的营销活动,最终提高营销活动的投资回报率。
Based on the theoretical framework of analytical customer relationship Management, this paper focuses on the system frame of the precise marketing methodology for mobile data products and the study of customer value, behavior analysis and marketing of target market. It revises the structure of present customer and product model of mobile data services, and proposes a new precise marketing platform structure based on new service delivery platform (SDP) with SOA structure, and illustrates the applications of the methodology of precise marketing with practical cases. Mobile data products should implement differentiation in marketing strategy based on market segmentation, combined with product innovation. It should establish a competition platform of precise marketing with advanced information technology.
Traditional marketing only contains the differentiation of services (or products) types. Its essence is the diversification of services, which means using a variety of services to satisfy the diversified customers' needs. However, this kind of differentiation is very limited, because it could not realize the differentiation of relationships of service targets which is the customer clusters. Therefore, this differentiation lacks pertinence, and could not satisfy customers' requirement of personalization. Precise marketing should provide targeted differential services for different customer groups, based the segmentation of customer clusters. Only in this way, the precise marketing is effective, accurate, and consistent with the requirement of personalization.
This paper illustrates the applications of the concept of marketing in target market of personal mobile value-added services. It focuses on the following four aspects:
The establishment and application of SDP based on analytical CRM: store, analyze and process the data of customers, and obtain the "business intelligence" after data processing and make appropriate marketing strategies in order to provide services which satisfy some special requirements.
Introduce the assessment methods of customer value and behavior analysis into the product precise marketing of mobile data services.And propose a customer segmentation model which combines factors of customer lifetime value, customer behavior property and customer credit. Based on the prediction of every factor, implement clustering algorithm and take the resulted clusters as a clustering algorithm for the first step of the prediction of customer classification. The two algorithms complement each other, and realize effective customer segmentation, and improve the discrimination accuracy of customer classification.
Research on the proliferation of mobile data market analysis and the proliferation of market innovative products models. The use of point set topology theory to customers, cluster models map to data space for analysis of the data model, given customer and product clusters, cluster mapping gives the precise guidance of marketing differentiation.
The methodology of precise marketing management which is the closed-loop process system of marketing management based on data analysis: the applications of precise marketing can be divided into several steps, which are preparation and analysis of data, planning of marketing activity, preparation of marketing activity, implementation of marketing activity, assess and optimization of marketing activity. Through customer segmentation and product analysis, we can understand customer more sophisticatedly, and take targeted marketing activities, and ultimately improve return on investment of marketing activities.
传统的营销仅仅做到了服务(或产品)种类的差异化,即希望通过多样化的服务来满足客户多样化的需求。但这种差异化存在很大的局限性,即无法做到服务对象联系一也就是客户集群的差异化,因此这种差异化是缺乏针对性的,仍然难以满足客户个性化的需求。基于点集拓扑理论的CRM细分集群是根据不同的细分属性把客户集群细分为各种不同需求的,不同属性的细分市场,即所谓的客户集群的属性子空间。移动数据产品的营销建立在对其客户集群细分的基础上,针对不同类型的产品一客户空间的映射关系为客户集群提供有针对性的差异化产品服务,只有这样精确营销才是有效准确的。
论文阐述了目标市场精确营销的思想在移动数据业务营销活动中的应用,着重研究了以下四个方面的内容:
●面向移动数据产品精确营销的分析型CRM体系架构设计:其中业务交付平台(SDP)是一个综合的增值业务支撑子系统,使运营商能够快速灵活地提供电信增值业务。营销数据库(ODS)储存、分析和处理有关客户的数据,并且根据营销智能(BI)数据处理后得到的“商业情报”制定相应的营销策略流程,以提供相应个性化需求的满意服务。SOA的架构思想使得增值业务支撑系统由原来的一个个垂直独立的系统,改进为一个分层的,统一管理的体系架构。
●将客户价值和行为分析的评估方式引入移动数据产品精确营销领域,在此基础上提出一种基于客户终生价值、客户行为属性、客户资信综合因素相结合的CLV/CB/CC客户细分模型,在对各因素指标进行主成份特征选择、提取和预测计算基础上利用进行聚类,并将聚类的结果簇作为集群映射算法进行客户分类预测的前一步,将两种算法优势互补,提高了客户分类判别的精度。
●研究主要集中于移动数据产品市场扩散问题进行分析,并且集中于创新产品市场扩散模型的研究。将产品按客户类型进行细分,从而使每一个细分客户得到最合适的产品。运用点集拓扑理论将客户、产品集群的现实模型映射为数据空间的数据模型进行分析,给出客户集群和产品集群的映射关系指导差异化的精确营销。
●精确化营销管理的方法论-基于数据分析的闭环营销管理流程体系:精确营销的应用分为数据准备和分析、营销活动策划、营销活动准备、营销活动执行和营销活动评估与优化几个环节。通过客户分群和产品分析,我们可以更精细地了解客户,并采取有针对性的营销活动,最终提高营销活动的投资回报率。
Based on the theoretical framework of analytical customer relationship Management, this paper focuses on the system frame of the precise marketing methodology for mobile data products and the study of customer value, behavior analysis and marketing of target market. It revises the structure of present customer and product model of mobile data services, and proposes a new precise marketing platform structure based on new service delivery platform (SDP) with SOA structure, and illustrates the applications of the methodology of precise marketing with practical cases. Mobile data products should implement differentiation in marketing strategy based on market segmentation, combined with product innovation. It should establish a competition platform of precise marketing with advanced information technology.
Traditional marketing only contains the differentiation of services (or products) types. Its essence is the diversification of services, which means using a variety of services to satisfy the diversified customers' needs. However, this kind of differentiation is very limited, because it could not realize the differentiation of relationships of service targets which is the customer clusters. Therefore, this differentiation lacks pertinence, and could not satisfy customers' requirement of personalization. Precise marketing should provide targeted differential services for different customer groups, based the segmentation of customer clusters. Only in this way, the precise marketing is effective, accurate, and consistent with the requirement of personalization.
This paper illustrates the applications of the concept of marketing in target market of personal mobile value-added services. It focuses on the following four aspects:
The establishment and application of SDP based on analytical CRM: store, analyze and process the data of customers, and obtain the "business intelligence" after data processing and make appropriate marketing strategies in order to provide services which satisfy some special requirements.
Introduce the assessment methods of customer value and behavior analysis into the product precise marketing of mobile data services.And propose a customer segmentation model which combines factors of customer lifetime value, customer behavior property and customer credit. Based on the prediction of every factor, implement clustering algorithm and take the resulted clusters as a clustering algorithm for the first step of the prediction of customer classification. The two algorithms complement each other, and realize effective customer segmentation, and improve the discrimination accuracy of customer classification.
Research on the proliferation of mobile data market analysis and the proliferation of market innovative products models. The use of point set topology theory to customers, cluster models map to data space for analysis of the data model, given customer and product clusters, cluster mapping gives the precise guidance of marketing differentiation.
The methodology of precise marketing management which is the closed-loop process system of marketing management based on data analysis: the applications of precise marketing can be divided into several steps, which are preparation and analysis of data, planning of marketing activity, preparation of marketing activity, implementation of marketing activity, assess and optimization of marketing activity. Through customer segmentation and product analysis, we can understand customer more sophisticatedly, and take targeted marketing activities, and ultimately improve return on investment of marketing activities.
引文
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