Business technology is driven by two wheels, and it is a new force for digital and intelligent operation of enterprises
Reading guide
Digital upgrading is a regular proposition for many enterprises at present, and entrepreneurs have their own opinions on this, but the core of digital intelligence is inseparable from "wanting to promote the business transformation of enterprises through digital intelligent technology and realize the transformation of internal and organizational structures".
In addition, it is even possible to further invest a lot of money to build various digital intelligence platforms and systems, and even look forward to the goal of digital transformation of enterprises after the digital intelligence platform is launched, but the results are often different from expectations.
Digging deep into the underlying logic of digital upgrading, we are making digital technology changes for business purposes, and if only technology is the case, commercialization changes will not happen as expected, or even not. Two-wheel drive machines cannot move forward without any of them, and technology and business must be organically combined to face the people we want to serve.
We always need to think about who the users of our services are and what can we do?
OneUser-centric:
Focusing on user needs is the central idea of enterprise business development, no matter how the enterprise changes, transforms and develops, the ultimate goal is to serve its own users and customers, so that the enterprise can develop evergreen, and all consumers are our end user customers.
Therefore, in the process of designing digital and intelligent transformation, it must be aimed at serving the final consumers well and providing them with better products and services.
IIData-driven:
In the digital era, "massive data" makes the development of enterprises full of the greatest certainty and uncertainty. In the long-term development, many enterprises have obtained these data through various channels and spent a lot of investment, and have found valuable content through collection, sorting, mining and analysis. Of course, there are also many enterprises that invest a lot, but the data obtained is messy, which becomes a redundant burden, which consumes the digital cost of enterprises in the long run.
Data is a fork in the road of competition between enterprises, if we can obtain business opportunities by mining the value of data, predict market demand in advance, and support the implementation of strategies, we can better obtain priority for the evergreen of enterprises, which is certainty; The uncertainty is that companies that have a lot of data but don't make any changes are likely to stick to a pile of "useless data" and continue to lag behind the competition across the industry.
Yonyou BIP uses data to promote the better operation of enterprise business, and the common practices include "data label construction", "data model processing", "series of visual presentation", etc.
IIIOmni-channel and full-link integration:
With so many data assets, how do you filter them and make them more valuable? In the business process of the enterprise, different business links have different standards for the formulation of labels, which is likely to lead to the same user customer having different labels; On the other hand, a certain user customer is missing a link in the entire data chain, which makes it difficult to accurately analyze and optimize such a user customer.
Therefore, digital and intelligent operation is the transmission link between the two wheels of "business" and "technology". In the construction stage of the digital intelligence platform, close integration was started to create a full-link data integration service, mainly including "event marketing management", "marketing expense management", etc.
What should be included in the digital intelligent operation service?
First of all, it should be clear that even if the operation strategies of digital intelligence are different in different industries, the implementation path and foundation are definitely roughly the same. Yonyou BIP digital and intelligent operation service focuses on the following three core aspects:
OneBusiness Operations
As a link between business and technology, digital and intelligent operation must not be separated from the actual business and rely solely on data to do things, and business operation is ranked first in digital intelligent operation. Only by combining actual business scenarios, building operation systems such as "omni-channel integration", "CRM customer management", "member operation service", and "global marketing", and effectively dividing "people, goods, and fields", can data analysis and the results presented by Kanban be convincing and more effectively support business innovation and implementation.
IIData Operations
Data operation refers to the intelligent promotion based on existing data, and data analysis, classification and labeling, algorithm optimization, and model processing are all advantageous starting points for promoting business optimization. Through strong data capabilities, it can effectively carry out precision marketing for different users and customers, improve the company's omni-channel business capabilities, and reduce unnecessary consumption generated by production.
IIITechnical Operations
Earlier we talked about business operations and data operations, no matter which operation it is, it is inseparable from another important thing, that is, the underlying technical architecture, the underlying technical architecture of Yonyou BIP, IUAP data middle platform, adopts the mainstream microservice + cloud native development method, based on leading technical capabilities, makes data a value asset of the enterprise, drives continuous business innovation, and helps enterprises move towards high-quality development.
The following is the classification of data services that UFIDA BIP marketing digital intelligent operation service can provide to enterprises:
Yonyou BIP digital intelligence marketing digital screen: omni-channel marketing cockpit, sales manager cockpit, regional operation cockpit, sales performance ranking, product sales analysis;
Yonyou BIP Digital Intelligence Marketing Operation Dashboard: Omni-channel Retail Dashboard, Member Transaction Dashboard, Marketing Material Dashboard, On-site Service Dashboard, Vehicle Sales Management Dashboard, Auction Hall Analysis;
Yonyou BIP Digital Intelligence Marketing Mobile BI: Group Marketing Cockpit, Sales Analysis Remittance Analysis, Direct Sales Data Cockpit, Channel Sales Cockpit, Retail Shopping Guide Kanban, Retail Store Sales Kanban;
Yonyou BIP Digital Intelligence Marketing Workbench: Sales VP Workbench, Channel Manager Workbench, Account Manager Workbench;
Yonyou BIP Digital Intelligence Marketing Business Assistant: sales orders, marketing activities, formal customers;
What are the requirements for enterprises with digital and intelligent operation services?
Digital intelligent operation is more complex for enterprises, especially large and medium-sized enterprises such as cross-molecular companies, in order to do a good job in digital intelligent operation, it is necessary to formulate the design of the completed link channel and organization, mainly in the following ways:
no.1. Quantification of operational KPIs
All operations must be result-oriented, otherwise the KPIs of operation management cannot be accurately and efficiently measured, so before the start of operation management, we need to formulate business KPIs that can be quantitatively dismantled for follow-up work, and cooperate with business departments to complete the overall operation actions;
no.2. Set KPIs for related business
In the development of operational KPI|After that, we need to disassemble these contents, disperse them into various business segments, and carry out refined management of each link, so that the operation + business activities can be fully implemented, promote the fine management of marketing expenses, and reduce the marketing costs of enterprises;
no.3. The general operation of the enterprise
As mentioned earlier, based on data analysis and the analysis and presentation of data from various business segments, it is very meaningful for the establishment of the operation headquarters, which can monitor the strategy and progress of the dismantled operation subdivisions through the overall disk, and carry out unified management of enterprise operations;
no.4. Division of operational items
Channel operations. Through operation analysis, the omni-channel business is divided, the progress of different channels is tracked, and the most important thing is to sort out the whole scenario in 360°, the more detailed the division of the scenario, the more effective the channel operation analysis;
Product Operations. This part mainly refers to the monitoring of the funnel, through the product design of a funnel model with the fewest link jumps and the shortest time, so that product sales can quickly establish the operation strategy of different categories of products around this model;
Store Operations. Stores in different regions and locations should have different operation strategies, and on the basis of understanding the needs and sales of store users, integrate and coordinate the operation between stores, help enterprises predict product sales in advance, and help business turnover;
User Operations. At present, more and more consumers will appear in multiple channels and diversified scenarios, so through the life cycle management of user customers, membership management is very necessary, which can effectively save the maintenance cost of enterprise users and customers, and can also cross-analyze the customer data of users of different channels to help enterprises build a more complete user operation system;
Data OperationsData is the foundation of digital and intelligent operation, and it is also the cornerstone of the continuous improvement of digital and intelligent operation, through which we can continuously optimize the customer model of enterprise users, so as to make the business model clearer and promote the business development of enterprises.
no.5 Goal achieved
From the initial formulation of KPIs to the actual results achieved after the completion of the final operation activities, it is a whole closed loop, regardless of whether the KPIs are completed during this period, each operation needs to be reviewed, learn from the previous operation experience, and continuously optimize the digital intelligence operation process.
Even if you fully refer to the above methods, you may not be able to do a perfect job in the digital and intelligent operation of the enterprise. In the process of enterprise digitalization, we must pay attention to the cultivation of digital awareness of enterprise employees, so that everyone understands that the current business is no longer the human era of the past, but the era of AI intelligence and digital intelligence, and the digital awareness of employees in the enterprise is the basis of data thinking, and only in this way can we promote enterprises to better play the role of digital and intelligent operation.
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