华院数据与艾德韦宣共同创办大数据分析平台

Posted 2021-04-27 华院

（本文转自艾德韦宣ACTIVATION）

互联网和数字媒体快速发展，营销环境越来越复杂。艾德韦宣提出：以数据驱动的整合营销策略——Data Driven IMC (Integrated Marketing Communication) Strategy。艾德韦宣和华院数据共同建立了艾德韦宣数据信息有限公司 (www.activation-insight.com)，为中高端品牌提供大数据服务。华院数据成立14年，是中国较早从事大数据分析的公司，拥有非常专业的数据挖掘技术，行业应用和产业建设等经验。

 

With the rapid development of the Internet and digital media, the marketing environment is becoming more and more complex. ACTIVATION GROUP has put forward the business idea of Data Driven IMC (Integrated Marketing Communication) Strategy. ACTIVATION GROUP and Hua AT have jointly established ACTIVATION INSIGHT (www.activation-insight.com), providing big data analytics and application services for many premium brands. Being the top batches of data analytics company, Hua AT has developed many industrial applications and proud to its own homegrown technology, since its establishment 14 years ago.

互联网发展非常快速，整体网民已接近6.5亿，其中移动网民近5.6亿，95%的18-29岁年轻人睡前都会看手机；社交用户近5.9亿，天猫2014双十一销售额达到571亿。近年中国政府更是提出“互联网＋”的新概念。

 

The number of Internet users in China has reached nearly 650 million, of which nearly 560 million are mobile users. Research has shown that 95% of the youth aged between 18-29 are playing their mobile phones prior to sleep and there are nearly 590 million users on social media. Remarkably, the sales volume of Double 11 (Chinese largest online shopping day) achieved 57.1 billion yuan in 2014. In addition, the Chinese government has endorsed a new concept of "Internet Plus" to boost business in the e-commerce.

在这个趋势下，品牌需要更了解自身的情况，才能在这样的环境下做最正确的营销决定。数据的收集和利用变成一个非常重要的信息来源，帮助品牌做出更正确的决定。

 

Given this rapid change in the business environment, brands are toned to have a better understanding of their own position, in order to make the right and precise decisions on their marketing strategies. The collection and utilization of information are playing an increasingly important role during the decision making of marketing which lead to better performance.

 

对于整合营销来说，使用大数据来帮助精准营销是未来企业必然需要做的一件事情，也是最新的营销大趋势方向。因为通过运用大数据技术，营销效果更加精准、转换率更高、成本也更低，营销过程也得以监控。艾德韦宣认为，企业需要考虑到怎样能提升营销的绩效、节约劳动力、让数据分析帮助企业做更聪明的决策，而大数据服务起了非常重要且核心的作用。

For integrated marketing, the latest trends show that it is a necessity for enterprises to utilize big data to accurately target their markets in the future. Thanks to the latest advancements in data analytics, the effectiveness of marketing has been improved, and it will increase the overall conversion rate, and manage to reduce the costs. ACTIVATION GROUP believes that big data services play a crucial role for enterprises to improve marketing performance, labor efficiency, and most importantly it helps enterprises to make better marketing decision.

大数据技术在数字营销领域的作用越来越不可或缺，在很多实效营销的案例中，大数据技术的运用起了非常关键的作用。它让数字营销的效果评估摆脱了之前的跟着感觉走，如今逐步转向了以数据说话，真正走向了智能、高效的实效营销。

 

Big data technology is proving to be increasingly vital in the area of digital marketing, which is demonstrated in numerous successful marketing cases. It improves the effectiveness of marketing through more intelligent assessments based on campaign data and statistics, rather than previous marketing measurement or simple feel used to decide on the marketing strategy.

所以对于品牌来说，我们认为整合营销策略应该需要大量有关数据支持。所以我们建议品牌需要关注有下面三大方面：

1. 数据+创意（包括所有大数据声量分析， 舆情监控， 和消费者洞察等内容）

2. 数据+执行（包括精准广告投放内容， KOL投放策略等）

3. 数据+客户（包括客户关系管理和网络数据结合等）

 

For the brands owner, we believe the strategy of integrated marketing communication must be supported by precise insight which is supported by big data technology. Therefore, we suggest brand should focus in the following:

1. Data + Creativity (including: social listening, and consumer insights with big data analysis, etc.)

2. Data + Execution (including: digital media placement, KOL (Key Opinion Leaders) selection strategy, etc.)

3. Data + Customers (including: customer relationship management with big data.)

通过大量的数据抓取，和品牌关键词的获取，品牌能更精准和即时地知道在网络上的声量表现是怎样的一个情况。也能即时知道竞争对手的情况，帮助品牌做出最精准的市场推广和销售策略。另外一方面对于品牌的危机管理，也能做出第一时间的反应和处理，保护品牌本身的价值。艾德韦宣数据的监控管理，是通过云端的大量服务器抓取工具，在非常短的时间内不断在全网收集收据，按照对应的关键词进行全网搜索和管理，包括数据清洗，数据发现等。能为品牌提供非常有价值的实时决策数据支持，帮助品牌做出最精准，最快速的决定。

 

Brands can quickly understand the effectiveness of their marketing campaigns by their share of voice on the Internet in a precise and timely manner, which is possible with massive data and brand key words data support. Furthermore, brands can address the competitive landscape online based on data analytics, to obtain the most accurate sales and marketing solutions. On the other hand, for brand crisis management, it allows brands to take action at the very early stages and to protect the brand. These services are all offered by ACTIVATION INSIGHT which provide searching and managing relevant brand key words by utilizing a quantity of servers in the Cloud, and instantly collecting data from the Internet, with full coverage via various tools, including data extracting, filtering, cleaning, etc. It also provides valuable real-time data support, helping brands rapidly react to address any issue found and make the most accurate decision.

一般企业的投放方式是基于通过媒体过去的表现结果来做精准投放。但问题是所谓精准投放的经验只能表现局部真实性，对于目标客户的画像非常模糊。在大数据年代的到来，我们开始会使用程序化购买(DSP)来完成投放。从技术上讲，DSP可以为广告主在任何数字媒体上提供广告服务，但是今天我们面对的产业环境，还存在很多不同的限制，包括数据真实性，数据获取的局限性等等。这也是为什么那么多客户对于大数据的分析是感觉概念好，但没有实质的帮助，原因就是精准性问题。

 

Generally speaking, advertisers’ decision on media buying was based on previous performance of the media, which in reality is only a part of the truth and it was vague in terms of target customer profiles. In the era of big data, programmatic media buy, DSP (Demand-Side Platform) is adopted to help advertiser to accurately perform the placement job. Technically, DSP helps advertisers to place banner advertising on any type of media with effective programmatic and targeted way. However, there are a lot of problems in the current industrial environment, such as data accuracy, data integrity and the limitations of data acquisition, etc. which lead to the poor media performance. Therefore, quality data and accuracy are the key concern for advertisers.

艾德韦宣数据，为品牌提出更精准的投放方式，利用行业内的数据，建立DMP (Data Management Platform)平台。艾德韦宣数据独有的平台技术，能通过行业经验，无缝地整合不同接触点的消费者数据，以帮助企业对何时及如何同每个用户互动做出更好的决策。最终目的是提高营销效率。艾德韦宣数据认为，这个服务将会成新一轮营销传播发展的重点之一。

 

ACTIVATION INSIGHT provides brands with a more precise approach towards advertising, by using statistics in the industry, and building DMP (Data Management Platform). With the unique platform technology and profound experience of ACTIVATION INSIGHT, advertisers can seamlessly integrate customers’ statistics from multiple touch points, interact with their customers at the best timing in a proper way, and ultimately improve marketing efficiency. ACTIVATION INSIGHT believes that industrial data management platform (DMP) will be increasingly used for marketing communications in the future.

在网红经济快速发展的互联网时代，意见领袖或者红人的挑选是营销人的一个必要行为。如何能挑选一个和品牌特性关联的KOL成为营销者的一个痛点。很多时候，他们会挑选一个粉丝高，互动量高的KOL作为品牌的传播渠道，但往往品牌会发现他们的实际效率不高，销售转化率也非常低。那问题在哪里？艾德韦宣数据服务包括KOL分析服务，通过不断对KOL的分析和研究，包括过往的表现，内容分析，能直接告诉品牌有关的KOL及其与品牌的吻合度，预测有关的销售转化率的内容，都能帮助品牌更加有效和精准投放在不同的KOL身上，包括对未来的预测，代言人的发掘等等，艾德韦宣数据服务都能帮助品牌解决有关的痛点。

 

Due to the rapid emergence of the social celebrity in the modern era, online bloggers / KOLs are must-have tactics for advertisers. It is a struggle for marketers when they have to choose KOLs who are compatible with brand attributes. Majority of the time, they will choose those KOLs with a big fan base and high interaction rate as amplification channels for brand communication. Recent marketing cases have showed that they are less effective and do not satisfy even on a basic sales conversion level. ACTIVATION INSIGHT manages to recommend online bloggers / KOLs who are matched for the brand’s DNA, and predict the sales conversion through KOL’s overall analysis, including their previous performance, content study, fans base analysis. This helps brands to identify KOLs precisely, or even help discover brand ambassadors.

CRM数据分析一直都是品牌在管理本身客户时候的重要工具。一般品牌都是通过分析他们基本的RFM（最近一次消费Recency，消费频率Frequency，消费金额Monetary）模型来把客户分成不一样的组别，然后对于不同的组别来做不一样的营销方法。目的就是增加销售效率。艾德韦宣数据服务能帮助品牌对于本身的客户内容做更精准的分类，不单单是RFM，可以关联到其他消费数据，地区数据和网络行为数据。集合集团的下线数据，统一把客户的画像完全地表现出来。通过更精准的标签化模型算法，增加对客户销售的转化率。

 

CRM data analysis is an essential tool for brands to manage their customer database. In normal CRM practice, brands divide customers into different categories according to their basic RFM (Recency, Frequency, Monetary) model, and adapt different marketing approaches to enhance sales efficiency. ACTIVATION INSIGHT provides services that can help brands to categorize customers more precisely, not only on RFM, but also by other relevant categories such as buying behavior and social behavior, and all details demographics. With all the data collected, we can present a clear picture of the customers, by using a more accurate labeling algorithm. As a result, the conversion rate of marketing to sales to the target market will be markedly increased.

艾德韦宣宣布开拓大数据业务：

 

ACTIVATION GROUP Announces Its Big Data Business:

 

有鉴于此，上海艾德韦宣股份有限公司和华院数据共同投资建立艾德韦宣数据信息有限公司，利用艾德韦宣多年在营销领域的数据和经验，加上华院数据在大数据行业领先的数据模型和分析技术，共同创办大数据分析平台，包括业务有：舆情监控服务，行业DMP服务平台，高端人群VIP数据服务等。

 

ACTIVATION INSIGHT is a joint venture between ACTIVATION GROUP and Hua AT. With ACTIVATION GROUP’s profound experiences and extensive database in the marketing arena, and Hua AT’s advanced data model and analytical technology in the big data industry, this collaboration will provide improved big data services, including: social listening, industrial DMP service platform and VIP database services.

这是艾德韦宣对于未来奢侈品大数据和体育大数据领域的布局之一。艾德韦宣数据主要针对中高端人群做对应的定向分析，包括时间定向，地域定向，人群定向， 兴趣定向，交易定向等。

 

As one of the strategies for ACTIVATION GROUP on luxury and sport big data and business development, ACTIVATION INSIGHT mainly targets groups of middle to high-end market sectors for different dimensional analysis, also including demographic, interest, time, location, transaction, etc.

 

利用艾德韦宣本身的资源和经验，通过线上线下活动数据收集，再使用标签式管理，通过数据模型和算法，最后用户被打上一系列的标签，令定向人群非常精准，可以帮助品牌更有效地做营销推广，帮助品牌做出精准人群分析和精准广告投放等。

 

By leveraging resources and the diverse experience of the ACTIVATION GROUP itself, data collected from online and offline activities, utilization of labeled management, through statistic modeling and algorithm, and tagging customers with various labels, finally identifying precise target groups, and ultimately helping brands to enhance their marketing efficiency.

主要服务包括：

Services include:

1. 数据+创意：我们提供对创意的洞察服务，对于品牌来说，营销的难点是精准性。对于创意的效率，也是因为精准问题受到影响。要了解自己的品牌的消费者是一件非常困难的事情。他们的行为，他们的喜好，他们的消费能力等分析都成为了品牌对于不同的营销方法的基础。包括精准的内容营销、精准的用户分析报告，等等。

1. Data + Creativity: Services for creative insights are provided for improved accuracy of marketing. For brands, the key barrier for marketing is the accuracy, by which the efficiency of creativity is also affected. It is not easy to truly understand the brand's consumer base. It is the fundamental basis of various marketing approaches to analyze consumers’ behaviors, preferences, consumption power, which includes precise content marketing and user analysis reports, etc.

2. 数据+执行：我们提供行业DMP和KOL分析服务平台。结合精准大数据的分析模型和标签管理，能帮助品牌有更精准的分析和精准投放内容，也能帮助品牌找到他们最合适的KOL来做扩散。

2. Data + Execution: DMP and KOL analytical service platforms are for more precise and have better content placement. The integration of accurate data analytical modeling and label management helps brands identify the most suitable KOL for more effective marketing.

 

3. 数据+用户：我们提供VIP数据业务，能结合品牌的自有CRM系统：有消费能力的用户和他们行为方式，对于品牌公司来说是非常有价值的数据。但这些数据的使用、利用和管理一直都是品牌最大的挑战。我们提供CRM大数据接入服务，能把VIP的消费行为画像清楚表现给营销者，帮助营销者进行不同类型的市场推广活动。

3. Data + Consumers: VIP data services are integrated with corporate CRM to generate valuable information regarding customers’ buying power and behaviors, which effectively leverage corporate databases for brands to improve different types of targeted marketing, by drawing on VIPs’ consuming activities.

艾德韦宣数据的长期合作伙伴有中国电信、中国移动、中国联通和银联等的数据合作，收集了非常精准的中高端人群的消费数据。

 

ACTIVATION INSIGHT has been accumulating long-term partners, i.e. China Telecom, China Mobile, China Unicom, UnionPay, etc., and has acquired highly precise consumption statistics of middle to high-end sectors of the market.

 

未来艾德韦宣数据计划推出标准化产品，对于客户来说，标准化的大数据产品，无疑会大大降低使用成本，对于艾德韦宣数据来说，一方面是巩固自己在行业领域的地位，同时能增加数据分析效率，帮助客户能快速找到更精准的用户群体。

 

ACTIVATION INSIGHT is planning to launch standardized big data products, which undoubtedly will result in reduction of purchasing and usage costs for the clients. Meanwhile, with ACTIVATION INSIGHT, the group has an established market position and is well known within the industry, and they will help clients to spot target consumers more accurately and effectively through greater means of analytical efficiency.

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