Text / KONG Xian in 2008 Amoy brand is not on the line Yin Man is a veteran of women's business, operating for many years the biggest problem facing is how to continue to maintain the order of the customer's shop effectively, reduce customer churn? Xi Cheng consulting, focused on providing e-commerce training and one on one counseling, consulting service providers, China's most landing electricity providers and training institutions, learn more, please search for "Seal for the" promotion of He Jian, director of Yan Man said that by using the Ali Mama Dharma plate, Yan Man You can shop with rhythm and marketing planning, custom labels crowd, and continuous improvement through test label, depth perspective shop customer base and achieve customized precise delivery so as to lower the cost of maintaining customers. Data show that the use of Dharma late Lynx Yan Man flagship CPC (cost-per-click advertising network) fell 30%, ROI (return on investment) rose by 50%. Depending on the level difference in the daily running of each business, large pro-peer delivery at different times have different needs, which requires people to do business segments, directional running. The Dharma plate allows precise label business by big data to find their target customers, consumer recognition and classification management, and generate a variety of tracks and consumer spending habits reflect population tags, such as art, relaxed, ethnic style, recently 7 within baby views and so on. Businesses can use the label assembly at different periods targeted delivery, to store drainage. In fact, businesses from the crowd by Dharma disc label definition of autonomous running, put their data, large data gathered behind Ali mother and shop marketing plan combined, can reduce running costs and improve marketing efficiency, achieve precision marketing results. According to He Jian introduction, Yan Man big promotion activities for the year level on a distinction: the two 11 is the first level, 38 big promotion, 626 years to promote medium-sized promotional activities belong to the second level, third level is is the order of smaller events, such as 421 new fashion, new style 828, Laba big promotion and so on. Yin Man will use different levels according to the Dharma disk activity difference. Meanwhile, the Lynx Yan Man flagship store often cover official events, such as the whole network marketing big promotion category, together cost-effective, Lynx and other special events, and more emphasis on Taobao every day special, Amoy buy, and other types of clearance activities. For Lynx flagship store and Taobao, also were developed Bodhidharma plate delivery strategy. Store activities closely node, Yin Manly analyzed by Dharma intraday consumption data store itself C2B reverse driven marketing, and according to the characteristics of different customer groups, use the topic of communication, the theme of marketing, so that the flow form a closed loop, so that the overall marketing rhythm drainage capacity, conversion capacity can have a good effect. Touch different types of users Inn 曼达摩 disk head of Guohui said that maintaining effective customer pool middleweight shop is brand value, store performance, store basis for sustainable development. But in fact, each store will have a constant turnover, the loss of customers to lose confidence in the brand is basically, you want to get back very hard, can only reduce the loss through operational means. Through the promotion of Dharma disc increase repeat purchases and the introduction of new active clients, it is the most cost-effective. So Bodhidharma plate combined with Yin Man Marketing Benefits spotting different types of customers, to most effectively increase store active clients. Figure CRM based on changes effective customer pool, you can determine the disk Bodhidharma put ideas: improving old customers repeat purchase, the introduction of new active customers, activate silent customers, reduce churn. Man of Yin, the new store is generally off into two categories: one is no trace of the shop, will use competitors' customers Dharma rim, while using literary style tag with a number of people as the main feature of tag orientation delineation , such as spending power, age; the other is the shop track, 180 days will have already purchased the crowd removed, while the number of days and frequency tags will continue to narrow range of people, and more generally delineated browse tracks closer to the crowd. "One day browsing 1 st and 2 days browsing 1 circle into consumers will be corresponding to the tag is 3 days 1 to 3 times, 3 to 7 times 7 days, 15 days to 15 times, 30 days 15 to 30 times Such a high frequency to browse, a few days near, the crowd magnitude can be greatly reduced, basically meet the daily running. If it happens to big promotion, we will be 90 days and 180 days are ring into the scope of the customer, while relaxing Browse frequency limitations. "Guohui said. For old customers have already purchased, shops usually delineated follow with a browser, a user's shopping, collections, plus shopping cart and other acts. After a long test found that the behavior of the user running the collection of the best, so Yin Man will delineate three days favorites more than once, 30 days more than twice collections, collection of more than 90 days three times, five times more than 180 days of collections people put together. Since the viscosity and shopping tendencies browsing behavior is not high, in order to improve the conversion rate, Yin Man only very high frequency delineation browser users, such as three days browsing 5 ratio. And the person has bought, in order to facilitate the second transaction, Yan Man will use more complex combinations of labels, such as according to items purchased within 7 days and 30 days Views comprehensive delineation of the crowd. For customers who have purchased through silence but did not re-purchase of long-term, Yan Man will be listed separately launch plans. However, for Yin Man, the silence of customers magnitude is not large, running cost is not high. Reasonable arrangements for running rhythm measured in units of days running time, Yin Mankiw this were done no distinction between running time for the crowd, but do distinguish between PC and the wireless terminals, such as PC end often start running at 20:00, while wireless terminal is typically all-day schedule. However, on a monthly basis for the measurement of running time, such as two weeks or a month-long preparation period promotions, Yan Man will meet the overall pace planning activities Bodhidharma disc directional running. In this year's 38 events, for example, March 1 to 5 days are warm-up period. Yin Man will begin in February, new customers targeted delivery, targeted delivery to pave the way back, after the warm-up period will start more concerned about the promotion of the old customers to pull into. To the warm-up period of the last day, Yan Man will strengthen its efforts to put in full amount, but for the old and new customers. Guohui said the 38 activities, Yin Man Damo disk input-output ratio of 13.4, while the daily did not add labels through the crowd to vote ROI of only 0.5, conventional drill exhibition visitors directional ROI of only 6.5. Yan Man flagship store 38 Woman's Day's DMP-depletion potential effect and ROI advantages Generally, after promotion, Yan Man also is not buying success for active customers continue to cooperate with the store's own follow-up activities targeted delivery, such as 2014 Double 11 after, Yan Man put the day of the event the customer does not buy success to pull back to continue to buy. For dual 11 high promotional activities such magnitude, Yan Man will advance the disc crowd repeated Dharma tag testing to ensure sales. 2014 double 11, Yan Man from October test label, through the accumulation of pre-38 big promotion, 626 big promotion, store promotions and other data daily, basic tags for different groups of people got to know the level of the conversion rate. Higher conversion rates after the label test, first determine the quality of the population according to ROI on each tab, ROI another job description of this part of the population is more worthy of delineation; secondly combine drill exhibition cost, high ROI but if consumption is low diamond exhibition shows Competitive position is relatively large population, the need to increase the bid to increase efforts to put further improve ROI. In addition, in order to avoid the fierce competition late, Yan Man will start running two weeks in advance, and so close to the double 11, due to the high cost of delivery will slow delivery, to the two days before the double 11, then force delivery, thus saving costs and improve delivery efficiency. In addition to tag testing before the event, but also need time to monitor the activities put in effect, such as the activities of the first day of high turnover put the tag combinations can increase the efforts to put the next day, and constantly adjust the allocation of the budget, until the end of the activity dynamic improvement in the effective Dharma disc. At the same time, the activities planned for launch landing page picture should reject updated in real time, such as click-through rate based on the level of each image, the click rate is too low the picture removed, use the click rate of the picture, or extract a higher CTR image The key elements of the replacement in line with elements of the new plan. "All rewards based on continued pay on the earlier use of Dharma plate, the sooner to prepare accurate marketing data, the more lucrative the rewards." Guohui said. Source: Network's 

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