Brand data assets need both breadth and depth Q: With the dramatic changes in the marketing environment, how to achieve data-driven product-efficiency collaboration? Marco Li : In July of this year, Unilever integrated and launched D-Force, a one-party data platform, based on the original consumer database. If data is likened to the Force, D-Force aims to awaken Unilever's various sub-brands to The Force. First of all, D-Force is to accumulate data assets of as many brands as possible list of phone numbers through each touch point. In addition, in addition to breadth, brand data assets must also have depth. We design various links to allow consumers to get the most suitable interests, so as to label the data appropriately and determine the consumer groups at different stages; Finally, how to continuously activate brand data assets is about our cooperation with Tencent Data Think Tank. Tencent Data Think Tank is one of the very important channels to activate brand data assets into commercial value.
On the one hand, we can use it to gain a richer and more complete audience insight, formulate different strategies for different groups of people, and prepare different content, materials and corresponding communication channels. On the other hand, we will also apply the machine learning module, such as taking the brand-side crowd as a positive sample for modeling, and finding similar crowds to complete potential customer mining and new customer recruitment. Brand data assets are not only a matter of the brand, but more of a multi-party co-creation and win-win product. Song Xing: In the field of marketing, private domain traffic and one-party data generated by private domain traffic or private domain data are one of the hottest topics this year. When we put too much emphasis on private domain data, we will face a huge problem - where does private domain traffic come from? Private domain traffic actually comes from public domain traffic. Therefore, private domain data is extended from public domain data to be captured and applied by advertisers. This not only requires the efforts of the brand, but also requires cooperation with the outside world to achieve the desired results. Kimmy: Brand data assets consist of public domain data and private domain data. In the past, brands spent a lot of money on advertising and accumulated tens of millions of exposed people. How do these people become various groups of people in the brand's private domain data and finally achieve sales conversion? This is the brand equity funnel, and it plays a huge role.
For example, we divide the brand data assets into exposure groups, interest groups, conversion groups and loyal groups, which is similar to a funnel shape. Brands can see in every campaign round, are brand data assets lost or grown over time? At what stage is the crowd leaving "me"? What new demographics will become brand data assets after the campaign ends? Where did the people who lost the brand go in the entire industry? Brands are able to implement dynamic tracking. This requires brands to drive and operate brand data assets through various strategies and methods to ultimately achieve their marketing goals. If the brand continues to operate, the brand data assets will become better and better, the relationship between consumers and the brand will become closer, and vice versa, the loss will become more and more serious. This is the core of the entire Tencent Data Think Tank.