On the one hand, the demographic dividend and traffic of the mobile Internet have decreased, and personalized consumption has increased the multiple demands of meeting the user experience. The customized customer acquisition scheme directly causes the enterprise's customer acquisition cost to continue to rise. On the other hand, the hype of new terms such as zero-cost customer acquisition, low-cost growth and marketing fission has further attracted major enterprises to invest in it, but with little effect.
To be sure, advertising through media channels is the most effective way at present, but in this process, how to form an accurate understanding of users' demands through various data and how to reach them in time when users just need them is a difficult point that the financial technology industry must solve.
Aiming at the pain point of accurate customer acquisition, 360 Mathematics Department has independently built the Kunlong system of intelligent customer acquisition, adhering to the concept of "personalized crowd screening and real-time traffic optimization". With the support of crowd insight system, DMP platform and intelligent delivery engine, it will fully help the real-time change of delivery strategy and target crowd selection.
Specifically, the crowd insight system analyzes media resources, self-owned resources and ecological resources, calculates and reorganizes data resources that change according to macro conditions, and then forms a large number of models such as conversion rate model, crowd attribute model and user value model, and then generates two types of crowd packages based on the models as the underlying logic of the intelligent customer acquisition system.
The combination of crowd packages needs the support of powerful DMP system. The 360 theme DMP platform has the ability of fast crowd calculation, fast iteration and interaction with the media, which can quickly generate crowd assets and then generate delivery strategies.
The person in charge of the intelligent customer acquisition of 360 agents said: "The intelligent delivery strategy of 360 agents is to combine the basic crowd assets and generate different crowd combinations based on different thresholds. On this basis, using the intelligent delivery engine, marketers can operate multiple platforms in the same system at the same time, which saves manpower and has higher delivery efficiency compared with the traditional way of docking platforms separately by independent platforms and operators. "
In order to further complete the accurate delivery of media, 360 Mathematics Department adopts RTA strategy or conventional delivery strategy by simplifying the real-time bidding and material matching algorithm of DSP. According to reports, the RTA delivery mode is that the media pushes traffic requests to advertisers, and advertisers rely on their own algorithms and data capabilities to accurately screen customer groups and independently control material display and delivery prices. The delivery mode can request and respond in real time, facilitate the real-time deployment and implementation of the strategy, make the evaluation more timely and accurate, and control every request carefully, which perfectly supports personalized bidding and dynamic display of advertisements. In addition, advertisers can also participate in the whole delivery process to achieve the superposition effect of data and algorithms of both parties.
At present, the 360 main body has achieved the business indicators of "precision marketing accounts for more than 30% of total customers, the overall customer acquisition cost is reduced by 20%, and the income and output are increased by 25%". At the same time, the 360 theme has reached cooperation with more than 100 RTA traffic platforms and media. The average daily RTA requests exceeded 654.38+000 billion, and the average daily requests exceeded 250 million.
360 main body not only supports its own business with smart customers, but also strengthens the scientific and technological output of this link. The company disclosed in the financial report of Q 1 that in the past quarter, more than 360 departments provided financial institutions with intelligent letter engine business focusing on intelligent marketing, which developed rapidly. In April, the number of people granted credit, the transaction amount and the transaction balance all increased by 100% compared with the same period of last year, and the transaction amount in that month increased by more than 200%.
Wu Haisheng, CEO of 360 Mathematics Department, said: "The company takes science and technology as the core driving force, empowers financial institutions, promotes small and micro development, and helps peers and cross-industry partners to radiate financial services to various customer groups in need, initially achieving an all-round and diversified technological strategic upgrade."
The telephone number of the national production and marketing platform is 0 10-65367702, the email address is :hz@people-energy.com.cn, and the address is People's Daily, No.2 Jintai West Road, Chaoyang District, Beijing.