Get closer to Quick Audience and understand the development and evolution of consumer-operated products

About Quick Audience product is a cloud-native consumer-oriented marketing product. Since its birth, it has gone through three stages of development. The changes in each stage are greatly related to the changes in the Internet environment and consumer behavior.

Quick Audience is a cloud-native consumer-oriented marketing platform, covering the entire link process from public domain drainage, private domain interaction, to e-commerce conversion, to membership management, including model building, insight circle selection, and user Each step of its changes in functions such as reach and open platform are greatly related to changes in the Internet environment and consumer behavior.

Quick Audience Product Direct: https://www.aliyun.com/product/retailadvqa

The birth of the Quick Audience product

The Quick Audience product is a cloud-native consumer-oriented marketing product. Since the beginning of the commercialization of Alibaba Data Center in 2017, in the process of constructing the service enterprise data center, many companies have found that many companies are doing marketing. some problems.

Before the start of the marketing campaign, there is a lack of means to attract consumers. In supermarkets or offline stores, you will still find that the way of distributing flyers to attract and publicize upcoming events is inefficient and has little effect.

Some companies do not carry out any precipitation on consumer assets, but only retain some customer information in the CRM. Who are the consumers of the enterprise and what are their portraits? Nothing is known.

At the moment of marketing activities, companies can do even less. There is a saying among retailers: watching a marketing campaign is like watching a movie. Once the screening starts, you can only watch it end. Even if you find that something is wrong in the process, you have to wait and see the fact that you can't achieve performance.

Alibaba started as an e-commerce business and has rich experience in online and offline marketing activities. Facing the marketing problems encountered by platform merchants and a wider range of customers, we are determined to help everyone by landing products.

Marketing methods and links have a certain degree of universality. The Alibaba data team incubated the Quick Audience product in 2018 and positioned it as a CDP, the enterprise's own consumer data asset management and operation platform. Help companies accumulate consumer assets through convenient tools. In-depth insight into its own consumers, clear portraits, and complete fine and precise consumer operations.

Product development is closely linked to changes in consumer behavior

Since the birth of Quick Audience, it has gone through three stages of development. The changes in each stage are greatly related to the changes in the Internet environment and consumer behavior.

From the end of 2018 to mid-2019, there are only three problems that Quick Audience focuses on solving:

1) How to help consumers build their consumer assets, the core is consumer tags;

2) How to better let enterprises understand their own consumption, the core is insight and analysis. Through the label perspective analysis or the configuration interface, the RFM model can be quickly constructed to realize the distributed analysis. The AIPL model can be constructed quickly through configuration, and the circulation analysis can be realized.

3) How to circle the target group more flexibly, the core is the circle selection method; you can use the constructed user model to circle people, or you can circle people based on the user's behavior. At the same time, it also supports cross and circle selection between different models and different crowd packages.

From the second half of 2019 to the beginning of 2020, the problem that Quick Audience focuses on solving at this stage is reach.

After realizing model construction, insight analysis, and flexible circle selection, convenient access to consumers is the subject of the next stage of conquering. Therefore, in addition to the user marketing and automated marketing modules, Quick Audience expanded to support general advertising platforms such as Mega Engine and Tencent Advertising. It supports private domain channels such as SMS, email, WeChat, Weibo, Push, etc. At the same time, through the tools of MA, it is possible to orchestrate the consumer's contact journey and realize an automated contact link.

The outbreak of the epidemic in 2020 will make consumption time more online and fragmented. Under the impact of the epidemic, many companies have encountered great difficulties in their operations, and their consumer-oriented marketing has gradually shifted to their own private domains for operations, so the demand for fan interaction, shopping guides, and community operations on social platforms has gradually increased. Hot. At this stage, Quick Audience has greatly supplemented the fan social and global membership management capabilities of the company's private domain, and can support fan management, activity mini-programs, and fan interaction on the WeChat social platform. At the same time, it is connected with the global CRM for membership management. At this time, Quick Audience is more open, and general capabilities such as models and audiences form OpenAPI, which can communicate with the company's marketing platform to meet the company's personalized consumer operation requirements.

Existing core capabilities cover the entire marketing process

So far, Quick Audience has covered the entire link from public domain drainage, to private domain interaction, to e-commerce conversion, and then to the membership management process. The overall structure of the product includes the following core parts:

• Data collection: Quickly complete the access of consumer assets through data synchronization, interface docking, and log collection;
• Model construction: through rapid configuration of rheumatism, the construction of standard label models, behavior models, FRM, AIPL and other user models;
• Insight circle selection: understand consumers through analysis of portraits, models, etc., and at the same time, quickly circle audiences through labels, behaviors, models, etc.;
• User reach: through advertising, social interaction, global membership and other omni-channel consumer reach and interaction, let us get closer to consumers;
• Orchestration of consumer reach journey: complete automated execution of consumer reach journey through a variety of component drag-and-drop methods;
• Open platform: You can complete the quick docking with Quick Audience products by calling the interface of Quick Audience, and support consumer operations in different scenarios;

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