Scenarios

VIP group marketing scenario

Business requirement: Use tags to identify customer characteristics and preferences, segment customers into tiers such as VIP, and target specific groups for online or offline marketing campaigns.

Solutions:

• In the data extraction and precision marketing solution, marketing personnel can define VIP customers as those whose transaction value exceeds a certain threshold (for example, $100) and whose number of transactions exceeds a certain threshold (for example, 10).

• Filter conditions can be adjusted at any time with results returned in real time, ensuring that the VIP audience is neither too broad nor too narrow (for example, the top 10%).

Audience portrait and perspective analysis scenario

Business requirement: Before launching a campaign, the business department needs to understand the selected audience in terms of attributes, behavioral characteristics, and shopping preferences, and identify which characteristics show the most significant differences.

Solutions:

• Audience analysis provides insight into the distribution of feature values within the selected population and generates an audience portrait.

• Significance analysis highlights the labels (characteristics) that most differentiate the current audience from the broader market population and displays their distribution.

Common model analysis scenario

Business requirement: Score all customers using the RFM model across three dimensions—Recency, Frequency, and Monetary—and manage customer groups accordingly. For example, apply different marketing strategies to high-value retained customers, moderate-value customers, and potential customers.

Solutions:

• User Insight provides built-in data modeling based on common models such as RFM and AIPL. No programming is required. Business departments can independently configure scoring rules and thresholds.

• Model clustering allows you to directly create model audiences and apply insights to marketing actions.

Omni-channel marketing scenarios

Business requirement: Brands need to build an omni-channel consumer data asset system for unified consumer operations.

Solutions:

• Quick Audience integrates with brand data banking capabilities to serve customers across Alibaba Cloud and its ecosystem, enabling one-click interoperability between brand data and platform data to improve omni-channel consumer operations.

• Integration with Dharma Disk enables consolidation and deduplication of brand-owned consumer assets and Alibaba ecosystem consumer assets. This helps you identify the total volume of actionable consumer assets, assess the depth of consumer-brand relationships across channels, evaluate brand development stage and consumer asset health, and refine marketing strategies for Alibaba delivery channels.

Recommended product combinations

We recommend using Quick Audience with Dataphin and Quick BI:

• You can use Dataphin to process data. For more information, see Dataphin introduction.

• Use Quick BI to analyze data reports. For more information, see What is Quick BI.