In all aspects of enterprise management, marketing scene has the characteristics of close to customers and frequent external interaction. With the continuous enrichment of data contact between enterprises and customers, online and offline integration trend is strengthened, digital marketing has become the most mature field of data-driven.
Faced with fragmented customer data from different marketing channels and storage formats, enterprises need to use a unified technology platform for collection and management, and establish a true and complete customer profile. As a low code customer data center (CDP) for business personnel, linkflow is selected as a typical data-driven service in the Research Report on the growth path of Chinas data-driven enterprises Service providers help enterprises to realize the marketing value of the first-party customer data pool, and enable enterprises to transform into digital marketing.
In addition, iResearch also invited the founder and CEO of linkflow, Mr. Sheng Martin, to give in-depth answers on how to use data-driven marketing digital transformation, and share why linkflow builds customer data platform with the characteristics of low code .
Report highlights content preview
[interview with Ai Rui] linkflow shengmartin: low code and customer data naturally fit
IResearch: first of all, please introduce the overall business layout of linkflow. What products and services do we mainly provide for data-driven enterprises?
Sheng Martin: linkflow mainly provides low code customer data in the middle platform CDP. When landing at the customers site, it is usually a product of the first party DMP plus marketing planning.
Generally speaking, we will divide data-driven into two types. The first is internal data-driven, such as OA or supply chain. This has nothing to do with us. We do more external, and marketing related data-driven.
In the digital marketing scenario, enterprises will face a variety of data dispersion problems. Tiktok, for example, there are advertising channels, e-commerce channels, WeChat, jitter and so on. What we need to do is first connect these data to Link platform to our platform, then data can flow through our platform (Flow), which is why we call Linkflow. On this basis, we also provide some bi functions. What customers see here is a closed-loop ecosystem that integrates various channels from collection to analysis to execution.
IResearch: why choose to cut into CDP in the form of low code? What pain points have been solved in the process of enterprise data driving?
Low code users are people with professional knowledge, and the marketing department is very suitable. We choose the entry point of low code, which emphasizes flexibility. Marketing personnel can configure the process and label according to their own ideas, instead of relying on IT personnel to develop. Because it support not only takes a long time, but also develops something that may not really want at the end of the day, the market opportunity may have been lost at this time. If we use our standardized functions, the marketing personnel can spend more than ten minutes to start a simple match, and then we can get the process needed for marketing.
Linkflow low code CDP, for operators to quickly build complex processes
Delivery of customized services in a standardized way
IResearch: what types of customers does linkflow focus on? What are the key technologies involved?
The first technical difficulty is that the amount of data fetching at the front end is very large. We consider how to ensure that the data is not leaked and stable. The second is that after the data is connected, we have an extensible data structure that can be compatible with all kinds of applications. For example, some people pay attention to it on wechat, and some place an order on Taobao. We must use the same data structure to support it. Third, our analysis model must be analyzed in real time. Fourth, we have strong process engine and rule engine, which can make the flow of data stable and efficient.
IResearch: how does linkflow balance the contradiction between product standardization and demand customization?
Sheng Martin: customization is generally a large project, but there is no small project. Sometimes, 20% - 30% of the large projects are customized. The process of becoming a big enterprise is a part of improving our products. If it is something that can not be standardized at all, we will choose not to do it. For example, data import and data analysis can improve the competitiveness of products, and we will be more interested. When we build up our professional ability, we will do it faster and faster. Even customized services are delivered in a standardized way.
Data driven enterprises are no longer blind people
IResearch: how to measure the value of data driven for enterprises?
Sheng Martin: the first is to save costs. For example, our system has embedded real-time Bi, and business personnel can make reports directly in their own system, which can obviously save time and manpower. The second is the end-to-end marketing effect tracking. We can remove the invalid keywords in CPS and CPL, save 15% - 25% of the delivery cost for the same effect, or increase the delivery effect by 15% - 25% at the same cost. The third is that enterprises will have more complete customer portraits, so that the understanding of a customer among departments is consistent. In the past, we often encounter the phenomenon that when customer service department, sales department and marketing department talk about the same customer, their descriptions are different, such as blind people feeling elephant. I see this part of data, you see that part of the data. The fourth is that the business of an enterprise is entirely based on data. Many large-scale Internet enterprises start their morning meeting with an email, which is generated by the system. They will quickly adjust the sales status and whether the order has been issued yesterday according to the data here. Enterprises can divide their business into different links, and each link will increase by 5%, which will add up to a lot.
Martin Sheng: their biggest pain point is that the data is scattered, which is the starting point of all pain points. For example, the market department of 5-6 people, need 15 systems to manage their customer data, when they put Baidu, 360, Sogou, headlines, websites have customer behavior data, WeChat system has small programs, official account, enterprise WeChat, and business data form, SMS marketing, CRM system, customer service system, and so on, and then there is BI demand. If the problem of data dispersion is not solved, all the reports and journeys behind are imprecise and cannot realize long-term digital transformation.
Digital transformation should be promoted from the strategic level. If it is a digital transformation project, it is generally the project led by CEO. Of course, in the process of implementation, some enterprises will encounter different brands. Because we are mainly involved in the marketing department, not satisfied with the situation in the FMCG industry more. The IT of group enterprises hopes to unify the systems of all brands, but the marketing departments of all brands are unwilling to be unified, and all want to have their own private plots. Therefore, when promoting the digital transformation, they will also encounter resistance from the organizational structure of enterprises.
IResearch: in the selection process, what are the factors of enterprise inspection?
Sheng Martin: if its a mature enterprise, its more about flexibility and scalability. The difference between marketing and ERP is that the process of supply chain is relatively fixed, but in marketing, we never know what tools to use in the next time point, and there will be endless playing methods. We can never do a complete collection, but we will try to find a way to bring in the popular things in the market.
Linkflow integrates third-party SaaS tools with flexibility and scalability
IResearch: what is the impact of the epidemic on the development of data-driven enterprises?
Sheng Martin: the epidemic is a good influence. Many offline enterprises think that digital things can be done or not. But when the epidemic comes, he finds it necessary to do online. If we want to do online, we need some digital tools. Some of our customers came to us on the first day of the new years work after the outbreak of the epidemic. Now the project has been implemented. For such a large group of customers, the speed was hard to imagine before. Manufacturers that provide heavy service will have less and less market, because now enterprises require better products and higher degree of standardization. We hope that digital marketing can achieve quick results, and it is very important to find some scenarios quickly.
Under the influence of the epidemic situation, all aspects of traditional enterprises facing consumers are speeding up online. From January to may 2020, the total retail sales of consumer goods decreased by 14.0% year-on-year, while the online retail sales only experienced a short-term decline and then rose. The catalysis of external environment makes digital transformation become more and more important and urgent for more and more industries. It is very important to construct the global marketing ability with consumers as the core. In the future, linkflow will continue to low code CDP, continuously improve product capabilities in multi connection and light operation, and actively cooperate with partners to provide end-to-end marketing solutions for enterprises.
Introduction to linkflow
Linkflow is a low code customer data platform, which integrates the first-party customer data pool and agile operation platform. By connecting internal and external data sources and marketing contacts, linkflow provides integrated customer operation closed-loop from customer data collection, analysis to marketing execution for enterprise marketing and operation departments, helping enterprises drive business growth through data.
Since 2011, linkflow team has been deeply involved in the field of digital marketing, with a deep understanding of APP operation, Omni channel retail software and marketing automation.
In March 2017, linkflow was officially established. Its main members come from sap, Microsoft, Ericsson, China Telecom and other large enterprises, with rich entrepreneurial experience and strong SaaS development strength.
In 2017, the company established its first branch in Nanjing and obtained the top 500 customers.
In January 2018, Nanjing R & D center was selected into Nanjing 321 talent plan.
In August 2018, we obtained the million US dollar round a financing of Jinshajiang venture capital.
In May 2019, it won the award of the most innovative SaaS product of the year in the authoritative innovation evaluation of SaaS field in CSIC 2019. In September 2019, he was selected into the fall class of Microsoft accelerator in 2019. In October 2019, it won the national high tech enterprise certification. In January 2020, it won the annual best digital China Technological Innovation Award of China Retail Innovation Summit 2019. In July 2020, linkflow won the 8th topdigital innovative marketing tool award. So far, linkflow has served well-known enterprises including Ping An, Allianz and Abbott. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
In September 2019, he was selected into the fall class of Microsoft accelerator in 2019.
In October 2019, it won the national high tech enterprise certification.
In January 2020, it won the annual best digital China Technological Innovation Award of China Retail Innovation Summit 2019.
In July 2020, linkflow won the 8th topdigital innovative marketing tool award
So far, linkflow has served well-known enterprises including Ping An, Allianz and Abbott.