【T112018- 数聚零售 新零售峰会】数据资产 数据价值.pdf

数据资产 数据价值绫致时装集团 IT Director常飞关于绫致时装集团BESTSELLER丹麦品牌20+市场70+创立1975年家族POVLSENJACK & JONESJUNAROSEJAQUELINE DE YONGLITTLE PIECESLP BOYSMAMALICIOUSSELECTEDVERO MODAVILA CLOTHESY.A.SONLYONLY & SONSOUTFITTERS NATIONPIECESPRODUKTNAME ITNAME IT LIMITEDNOISY MAYOBJECT COLLECTORS ITEMBESTSELLER中国-绫致时装162 32 64 810 8175 2 6 6 3 57 4 3 8 6 0 29 1512 9 619 702 8 164 2 1157746 2 2 76 6 0 070 2 572 18 719 182 23 03 410 72 183 5 34 7 17 3 410 2 113 18118 010 8 58 5 14 8 93 0 31105 51997 1998 1999 2000 20012002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 20172001127219182000ONLYJ&J163YangzhouNantong, Danyang Hai’an, Haimen, QidongChangzhou, YixingWuxi, Changshu, TaizhouSuzhou, Jiangyin, HainingZhenjiang, ZhangjiagangJinhua, Yiwu, Lishui, ShaoxingTaizhou, Yongkang, DongyangLonggangShijiazhuang• YangquanBeijing• Haikou•ShanghaiXian•Hefei,Wuhu, Xuancheng•• NingboNanjing••Hangzhou•Harbin•Shenyang•Dalian• QingdaoJinan••Urumuqi• Fuzhou• Xiamen•Chongqing,Enshi, FulingChengdu•Guangzhou••Shenzhen•Guiyang•Fushun, Chaoyang, Kaiyuan•Kunming•Nanning•Nanchang, nanchang●Yichang•• LasaLanzhou•Datong●Taiyuan●qinhuangdaoTangshanWeihai, Zibo, TaianYantai, WeifangGuilin••Changsha•Zhengzhou•Luzhou• MudanjiangSuizhou•●Wenzhou, Ruian••Xiangtan, LoudilHuzhou, lningguo●Shiyan••Zhuhai•Anshan, Dandong, Panjin, JinzhouTieling, Haicheng, Dashiqiao, Yingkou, Benxi•TianjinShifang•Guangyuan,Mianyang, Santai, Shehong,Jiangyou••LiuzhouXinxiang•Pingdingshan Xuchang Jiaxing●Yinchuan • Shizuishan•Wanzhou Jingzhou•Hengyang•Fuxin* DongguanDongying, Jining , •Shaoyang•Linfen·ZhanjiangYanchengQuanzhou•BaodingFoshanChifengYibin, Xiangfan•Baotou•Anyang •Zigong, Neijiang• WeiyuanXuzhou,Kaifeng1936Chuxiong••Jingmen•Yiyang,Yueyang, Chibi•BaoJiYuyao•Zhuzhou直营店铺VM24455682484282710Yangzhou, Gaoyou, Baoying, Jiangdu, Jiangde, YizhengNantong, Danyang, RugaoChangzhou, YixingWuxi, Changshu, , Jiangyan,Yancheng,HuaiAn,Suqian,Shuyang,Pizhou,Ninghai,HuaibeiSuzhou, Jiangyin, Haining,TaicangZhenjiang, ZhangjiagangJinhua, Yiwu, Lishui, Shaoxing,Quzhou,Shangrao,Shangyu,ShenzhouTaizhou, Yongkang, DongyangLonggang•ShanghaiXian•• NingboNanjing••Hangzhou,zhoushan,Fuyang,Shaoxing, Wujiang,Bozhou•Harbin•Shenyang•Dalian•Changchun, Jilin Yushu,Siping,Yanji,Dunhua,Meihekou, Gongzhuling, Tonghua Jinan••Urumuqi• Fuzhou• Xiamen•Chengdu••Shenzhen•Guiyang•Fushun, Chaoyang, Kaiyuan•Kunming•NanningHuhehaote, wuhaiYichang•Lanzhou•Datong●Taiyuan●qinhuangdaoTangshan,Zunhua, Qian’anWeihai, Zibo, TaianYantai, Weifang,LaizhouGuilin••Changsha•Zhengzhou•Luzhou• Mudanjiang, Suifenhe•ZunyiWuhan Jiujiang•●•Xiangtan, LoudilHuzhou●Shiyan••Zhuhai•Anshan, Dandong, Panjin, Jinzhou, Huludao,XingchengTieling, Haicheng, Dashiqiao, Yingkou, Benxi, Liaoyang, GaizhouDeyang•••YulinXinxiang,Jiaxing●Yinchuan••Wanzhou Jingzhou•Hengyang, Leiyang•Fuxin* DongguanDongying, Jining, Binzhou,Dezhou ZouchengWuhu, Linyi,lianyungang•Linfen909·ZhanjiangYanchengQuanzhou,Fuqing,Jinjiang,Shishi,JurongFoshan●Yibin, Xiangfan•Baotou•Xining•Emei, Leshan, YaanMengchengChuxiong•Zhongjiang, Bazhong, Guanghan, Dujiangyan••Jingmen, Kunshan, Cixi•ZhuzhouLiao Yang1336•Nanchong, Dazhou, Liaoyuan, nanzhong•Meishan, qionglai•Mianzhu•Shantou•Jin zhongPanzhihua,Xichang,Ziyang,Renshou, Ziyang•XingTai,Handan•Huaihua•Eerdous•Manzhouli•Kuerle•Qiqihaer2614•Sanmenxia•Changde, Zhangjiajie,LixianShuangyashan, Jixi,Jiamusi, Fujin•DaQing•SongYuan•Jincheng•Chenzhou,Hengyang •••Hebi, Xixiang•QitaiheJiaozuo,Changzhi•Huangshan•SLT• Yuncheng •Bengbu, Huainan, Huaiyuan•Yining•AnkangHuangshi, Ezhou,Huanggang,Jingjiang• Nanyang,Yushu•Qionglai3150•Liaocheng• Liupanshui•Luoyang•Maanshan•Rizhao•Suining, Tongling•Xianyang•Weicheng•Xichang•Yinyang50623901•Akesu•ErlianhaoteGanzhou • Hulunbeier•Sanya•Shihezi•Suihua6710Bayannaoer••Alshan62636530702572187191全直营全国零售店铺7,700家两位联合创始人BESTSELLER丹麦50%50%从数据，到数据资产从数据到数据资产Customer•数据散落分布•缺少360客户画像•与客户互动缺少有效工具与方法•没有营销效果监测数据Bestseller数据资产解决方案CustomerDMPBestseller•数据打通消费者认知、兴趣、购买、忠诚及分享反馈的全链路•数据可视，可追踪，可优化•品牌策略、品牌传播、品牌运营全方位精细支撑客户行为数据实时数据全渠道场景Bestseller CRMEvent ManagementMember InfoMember ID& InfoCustomerInsight/ProfileCustomerStore WIFIUser Info (Authentication)Device Infor(Not logging in)Traffic & MovementOnline AnalyticsCritical Step 1:Data CollectionMarketing Management– On PremiseDevice InfoPhone #/WeChat IDDevice InfoDMP– On PremiseCritical Step2Data EngineeringMarketing ScenariosIn Store SAAOffline / In StoreReal time ContentsCritical Step 1:Data CollectionMarketing Cloud– SAASIn ScopeAD Tracking– SAASCustomerInsight/ProfileMarketing ScenariosTmallJDH5Online / M-APPsPush Messages ／AD ContentsCritical Step 3:CustomerAwarenessCritical Step4:Assessment绫致 DMP + Marketing Cloud Solution数据驱动增长 - 效果为王！数据资产到增长企业一、二方数据交易活动会员三方数据LBS兴趣年龄数据运营业务场景•会员：折扣季 （频率、品牌、客单价）•会员 + 拉新： 异业合作 （数据的合作；告别纸质优惠券时代）•拉新： 朋友圈投放、Hero App•Re-targeting：（店庆引流，新款推荐）•VVIP 客户关怀•新店引流以人为本顾客导购数据资产效益量度化—折扣季数据化运营•折扣季共推送短信4次，推送人数共计61,369,585(非去重)，511,374人(非去重)发生购买，•产生GMV共计396M元•其中：注册未购人群：15M 元， 沉睡人群：19M 元，活跃人群：253M元•订单数 648,763单购买人511,374GMV3.9亿订单数64万ROI94数...