CN110599243B - Customer-oriented journey marketing method and system - Google Patents
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Abstract
A customer-oriented journey marketing method, comprising the steps of: s1: the marketing event dependency configuration and the marketing event parameter configuration connect a plurality of user events; s2: and (5) event monitoring. The invention also provides a customer-oriented journey marketing system, which comprises an event input source module, a marketing event module and a data center module, wherein the event input source module is used for setting input source information and input source attributes of marketing events; the marketing event module is used for setting a marketing event, output information of the marketing event, output attributes and a calculation strategy; the data center is used for data analysis, writing data into Kafka and KSQL data calculation and data output. The method provided by the invention can connect a plurality of user events by realizing configurable parameters such as event dependence, event timeliness and the like, and then the Kafka and KSQL data engines are modified and utilized to combine the contents such as event strategies, event parameters and the like to complete data calculation and marketing recommendation result output in real time, so as to monitor new user events.
Description
Technical Field
The invention belongs to the field of big data application, and particularly relates to a method and a system for marketing a journey from a base surface to a client.
Background
Marketing activities under the traditional marketing concept are dominated by enterprise producers, generally have the defects of marketing hysteresis, blindness, passivity and the like, and are often difficult to achieve the purpose of marketing activities. The modern marketing concept completely depends on the needs and desires of consumers, has the advantages of advancement and initiative, and is more focused on providing excellent marketing experience for clients.
The best marketing should be started from the journey marketing, the essence of the journey marketing is that the potential requirements of the user are found through the insights of the position, time and behavior of the scene where the user is located, the marketing requirements are matched according to the strategy content, and a series of user behaviors are perfectly connected by means of technical means, so that the personalized recommendation of the high-quality journey marketing is realized.
The goals of journey marketing are: the method perfectly integrates 'accurate marketing + user experience', brings more preferential rights and interests for consumers, and expands larger market and profit for enterprises.
Disclosure of Invention
The invention aims to provide a customer-oriented journey marketing method and a customer-oriented journey marketing system, which can connect a plurality of user events by realizing configurable parameters such as event dependence, event timeliness and the like, and then complete data calculation and marketing recommendation result output in real time by modifying and utilizing Kafka and KSQL data engines in combination with contents such as event strategies, event parameters and the like, so as to monitor new user events.
In order to achieve the technical purpose, the invention adopts the following technical scheme:
a customer-oriented itinerary marketing method comprising the steps of:
s1: the marketing event dependency configuration and the marketing event parameter configuration connect a plurality of user events;
s2: and (5) event monitoring.
The further improvement is that the step S1 specifically comprises (1) input source configuration, namely, marketing event input source information and attributes are set; (2) Creating a marketing event, selecting an input source, configuring a policy event window, configuring a computing policy, configuring output data information and attributes.
The further improvement is that the step S2 specifically comprises the following steps:
s21: event matching: judging whether the data reading condition is met or not through inputting source configuration, marketing event state and effective time, if yes, entering step S22, and if not, ending the journey marketing;
s22: event analysis: reading data according to input source configuration, analyzing the data through input source attribute information, and writing the analyzed data into Kafka, namely writing user parameter information required by the next event of journey marketing into a Kafka cluster;
s23: and (3) data calculation and output: judging whether the user parameter in the relied last event is in or still in the validity period according to the strategy information, then carrying out data processing and calculation by the KSQL server according to the condition of strategy configuration, finally carrying out analysis according to the output attribute and the output result of the event configuration, and outputting the calculation result;
s24: and judging whether to continue the journey marketing according to the output result, if not, ending the journey marketing, and if so, starting new marketing event monitoring, namely returning to the step S21.
A customer-oriented trip marketing system, which comprises an event input source module, a marketing event module and a data center module, wherein the event input source module is used for setting input source information and input source attributes of a marketing event; the marketing event module is used for setting a marketing event, output information of the marketing event, output attributes and a calculation strategy; the data center is used for data analysis, data writing into Kafka, KSQL data calculation and data output.
The invention provides customer-oriented journey marketing, which consists of 1~N associated behaviors (events) of a user, wherein when a first event of the journey marketing is defined, a depended mark is configured for the first event; meanwhile, when defining the next event following the event, a new user parameter is needed to be added for judging whether to generate a new marketing event, and the parameter may be the completion time of the previous event, the event state or the event validity period, and so on.
Through the marketing event engine of big data, data such as channel, time, customer characteristics combine, can experience different marketing to the customer group that the characteristic is different in the time of difference, accord with the user demand and produce the condition with marketing activity time window coincidence to the guide user is step by step self-service accomplishes the travel of individualized marketing, specifically is: for a trip event one: when the client finishes the first journey event, because the event is a 'depended event', user parameter information required by the next journey marketing event, such as event completion time, event state, event validity period and the like, needs to be recorded and written into Kafka; for journey event two: the KSQL reads the event configuration strategy, judges whether the user parameter set in the depended last event exists or is still in the valid period according to the strategy information, and then performs data calculation processing according to the condition of strategy configuration. If the calculation result can meet the requirement of generating the next event, the event calculation result is sent to the next link; otherwise, ending the event calculation and ending the journey marketing; for the trip event N: and repeating the monitoring process of the second journey event, and the like until the last event in the journey marketing is executed and the journey marketing is ended.
Compared with the prior art, the invention has the following advantages:
1. the marketing of the creating travel program by using 'multi-event correlation dependence + real-time event monitoring': the method has the advantages that different journey marketing is matched for users facing different crowds and different hobbies, event tasks included in the journey marketing are accompanied by periodic incentives, the effect of guiding participation is achieved for the users, and the success rate of marketing recommendation can be greatly improved;
2. perfect integration of intelligent marketing and user experience: the journey marketing is triggered by a plurality of behavior events of the user together, and combines data such as user characteristics, hobbies and the like, and after the real-time efficient operation is carried out by a marketing event center, personalized marketing response is carried out on the user. For the user, not only can timely care be obtained, but also the desired rights and interests information can be obtained timely; for enterprises, the commodities can be closely matched with the services, and the precise marketing of the commodities can be realized.
Drawings
FIG. 1 is a flow diagram of event monitoring according to the present invention;
FIG. 2 is a schematic diagram of a trip marketing system according to the present invention.
Detailed Description
The invention is further described with reference to the following figures and detailed description.
A customer-oriented trip marketing system, which comprises an event input source module, a marketing event module and a data center module, wherein the event input source module is used for setting input source information and input source attributes of a marketing event; the marketing event module is used for setting a marketing event, output information of the marketing event, output attributes and a calculation strategy; the data center is used for data analysis, data writing into Kafka, KSQL data calculation and data output.
A customer-oriented journey marketing method, comprising the steps of:
s1: the marketing event dependency configuration and the marketing event parameter configuration connect a plurality of user events;
s2: and (5) event monitoring.
The step S1 specifically comprises (1) input source configuration, namely setting marketing event input source information and attributes; (2) Creating a marketing event, selecting an input source, configuring a policy event window, configuring a computing policy, configuring output data information and attributes.
The step S2 specifically includes the following steps:
s21: event matching: judging whether the data reading condition is met or not through inputting source configuration, marketing event state and effective time, if yes, entering step S22, and if not, ending the journey marketing;
s22: event analysis: reading data according to input source configuration, analyzing the data through input source attribute information, and writing the analyzed data into Kafka, namely writing user parameter information required by the next event of journey marketing into a Kafka cluster;
s23: and (3) data calculation and output: judging whether the user parameter in the relied last event is in or still in the validity period according to the strategy information, then carrying out data processing and calculation by the KSQL server according to the condition of strategy configuration, finally carrying out analysis according to the output attribute and the output result of the event configuration, and outputting the calculation result;
s24: and judging whether to continue the journey marketing according to the output result, if not, ending the journey marketing, and if so, starting new marketing event monitoring, namely returning to the step S21.
Embodiment A user activated recharge activity
For the operator business customers, if the first recharging is not less than 100 yuan within 3 days after the user newly activates the network access, 50 yuan of telephone charge can be given, and if the first recharging is completed on time, marketing activities for free trial of new services for 7 days can be obtained; if the user gets the trial for 7 days, the user can buy the new service for three months in five folds within 7 days.
The related process comprises the following steps:
journey marketing task event dependence and parameter configuration: the user activation is depended on by the first charging event, the validity period is 3 days, and the reward can be 50 yuan of telephone charge; the first charging event is depended on by the product picking event which is freely tried by the new business, the effective period is 2 days, and the product can be rewarded to be freely tried by the new business for 7 days;
the user activates event monitoring, a first marketing short message is issued to inform the user to finish first charging which is not less than 100 yuan and can obtain 50 yuan of telephone charge, more preferential information can be obtained, and the first charging event monitoring of journey task marketing is started;
first charge event monitoring (event is relied on by the event that new business tries products for 7 days free). After the activated user finishes the first 100-element task event, recording the user ID, the ID of the completion event, the completion time and the valid period time (within 3 days), calculating whether to start a new business free trial for 7 days to receive the event according to the event strategy configuration, outputting a marketing recommendation result if the event meets the receiving condition, and starting the receiving event monitoring of the journey task marketing; if the time window for starting the next event is not reached, reminding the user;
pick up event listening (the event is not relied on by other events and is the last leg of the journey). When the user receives the new business and tries the product for 7 days, the ID of the user, the ID of the completion event, the completion time and the valid period time (within 2 days) are recorded, and whether the receiving or expiration is invalid is calculated according to the event strategy configuration so as to finish the marketing of the journey.
Embodiment two user's reach-up preferential purchasing activity
For the operator business customers, the customers hope that the customers can complete five-discount preferential purchasing of video interest products within 48 hours after using the data flow reaching 50G, and can obtain purchasing points of different grades after completing purchasing the video interest products on time, so that the customers can complete receiving and purchasing within 7 days, and the expiration is invalid.
The related process comprises the following steps:
marketing task event dependence and parameter configuration: the user's equity benefits purchase event is depended on by the user's volume reaching event, the valid period is 48 hours, can obtain the qualification of purchasing the video equity product of five discount preferential points; the user purchase machine score pickup event is depended on the user interest and benefit purchase event, and the validity period is 7 days;
monitoring a user volume reaching event (the event is depended on by a user interest and benefit purchase event), issuing a first marketing short message to inform the user to finish five-fold discount purchase of a video interest product, and starting monitoring of the user interest and benefit purchase event of journey task marketing;
monitoring a user interest and interest buying event (the event is depended on a user purchase machine integral obtaining event), recording a user ID, an ID of a completion event, completion time and validity time (within 48 hours) after a user finishes purchasing a task event of a video interest half-year packet five-fold product, calculating whether to start the user purchase machine integral obtaining event or not according to event strategy configuration, outputting a marketing recommendation result (see table I) if the obtaining condition is met, and starting obtaining event monitoring of journey task marketing; if the time window for starting the next event is not reached, reminding the user;
watch 1
| Video equity product ordering cycle | Bonus purchasing machine integral |
| Season bag | 300 yuan |
| Half-year bag | 500 yuan |
| One year bag | 1000 yuan |
And monitoring the user machine purchasing point receiving event (the event is not depended on by other events and is the last station of the journey), recording the user ID, the ID of the finishing event, the finishing time and the valid period time (within 7 days) after the user logs in the APP to receive the 500-element machine purchasing point and purchases the mobile phone terminal, and calculating whether receiving or expiration is expired according to the event strategy configuration so as to finish the journey marketing.
The invention adopts 'multi-event correlation dependence + real-time event monitoring' to form travel program event marketing management, and utilizes the existing accurate marketing recommendation algorithm in the field of big data application to add correlation dependence configuration between event tasks in a marketing event center to realize the connection of a plurality of behavior events of a client; according to the marketing event strategy and event parameters (such as event completion time, event state, event validity period and the like), the event monitoring iteration is realized by combining real-time efficient event engine calculation, and the personalized marketing response requirements are made to the clients in time. Therefore, perfect fusion of accurate marketing and user experience is achieved, more preferential rights and interests are brought to customers, and larger market and profit are expanded for enterprises.
While particular embodiments of the present invention have been illustrated and described, it would be obvious that various other changes and modifications can be made without departing from the spirit and scope of the invention. It is therefore intended to cover in the appended claims all such changes and modifications that are within the scope of this invention.
Claims (2)
1. A method for marketing a customer-oriented itinerary, characterized in that it comprises the following steps: s1: the method comprises the steps that marketing event dependency configuration and marketing event parameter configuration are conducted, and a plurality of user events are connected; s2: monitoring an event; the step S1 specifically comprises (1) input source configuration, namely setting marketing event input source information and attributes; (2) Creating a marketing event, selecting an input source, configuring a strategy event window, configuring a calculation strategy, and configuring output data information and attributes; the step S2 specifically includes the following steps: s21: event matching: judging whether the data reading condition is met or not through inputting source configuration, marketing event state and effective time, if yes, entering step S22, and if not, ending the journey marketing; s22: event analysis: reading data according to input source configuration, analyzing the data through input source attribute information, and writing the analyzed data into Kafka, namely writing user parameter information required by the next event of journey marketing into a Kafka cluster; s23: and (3) data calculation and output: judging whether the user parameter in the relied last event is in or still in the validity period according to the strategy information, then carrying out data processing and calculation by the KSQL server according to the condition of strategy configuration, finally carrying out analysis according to the output attribute and the output result of the event configuration, and outputting the calculation result; s24: and judging whether to continue the journey marketing according to the output result, if not, ending the journey marketing, and if so, starting new marketing event monitoring, namely returning to the step S21.
2. A system for implementing the customer-oriented trip marketing method of claim 1, wherein the trip marketing system comprises an event input source module for setting input source information and input source attributes of a marketing event, a marketing event module, and a data center module; the marketing event module is used for setting a marketing event, output information of the marketing event, output attributes and a calculation strategy; the data center is used for data analysis, data writing into Kafka, KSQL data calculation and data output.
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| CN111611298A (en) * | 2020-05-22 | 2020-09-01 | 浩鲸云计算科技股份有限公司 | Data decision method and system based on unified event engine |
| CN112686708A (en) * | 2020-12-31 | 2021-04-20 | 广州云徙科技有限公司 | Member journey analysis system and member journey analysis method |
| CN112819535A (en) * | 2021-02-01 | 2021-05-18 | 深圳市惟客数据科技有限公司 | Member rights and interests and marketing realization method, system and medium based on event center |
| CN112800340A (en) * | 2021-04-14 | 2021-05-14 | 北京轻松筹信息技术有限公司 | Task pushing method and device, electronic equipment and storage medium |
| CN116501773A (en) * | 2023-05-29 | 2023-07-28 | 苏州盈天地资讯科技有限公司 | User behavior journey query method, device and equipment based on large data volume |
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