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妇联之友 | T11全球移动大数据峰会——演讲干货大放送(三)

发布于 2015-09-17

<p style="padding: 0px; max-width: 100%; min-height: 1em; white-space: normal; background-color: rgb(255, 255, 255); font-size: 14px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; color: rgb(127, 127, 127); font-family: 微软雅黑; box-sizing: border-box !important; word-wrap: break-word !important;">T11全球移动大数据峰会精彩瞬间</span></p><p style=""><br /></p><p style=""><br /></p><p style=""><br /></p><p></p><section class="135editor" data-id="42" data-custom="rgb(55, 74, 174)" data-color="rgb(55, 74, 174)" style=""><blockquote style="padding: 5px 15px; max-width: 100%; box-sizing: border-box; border: 0px currentcolor; border-top-left-radius: 5px; border-top-right-radius: 5px; border-bottom-right-radius: 0px; border-bottom-left-radius: 0px; border-image-source: none; color: rgb(255, 255, 255); font-weight: bold; background-color: rgb(55, 74, 174); word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-family: 微软雅黑;">导语</span></blockquote><blockquote class="135brush" data-style="font-size:14px" style="padding: 10px 15px 20px; max-width: 100%; box-sizing: border-box; border-width: 1px; border-top-style: solid; border-right-style: solid; border-bottom-style: solid; border-color: rgb(55, 74, 174); border-top-left-radius: 0px; border-top-right-radius: 0px; border-bottom-right-radius: 5px; border-bottom-left-radius: 5px; border-image-source: none; word-wrap: break-word !important;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-family: 微软雅黑; font-size: 14px;">2015年9月11日,作为国内最大的独立第三方移动数据服务平台,由TalkingData主办的首届《T11全球移动大数据峰会》(简称T11峰会)在北京-中国大饭店完美落幕。虽然本届T11峰会暂时告一段落,但是依然有很多朋友对峰会的精彩盛况以及各界大咖的精彩演讲念念不忘。</span></p></blockquote></section><section class="135editor" data-id="23" style=""><section class="135brush" style="margin: 10px 0px; padding: 15px 20px 15px 45px; max-width: 100%; box-sizing: border-box; outline: 0px; border: 0px currentcolor; border-image-source: none; line-height: 22.39px; font-size: 14px; vertical-align: baseline; background-image: url(http://mmbiz.qpic.cn/mmbiz/M9PBHwF31y1fE0PIkKoaY7HD3zvz35tJdFqbjjC2jHQYsDc8lK8rR3RfibWTgUBL6rdawTBNWt4qKzL9LFsfSXA/0?wx_fmt=jpeg); background-color: rgb(241, 241, 241); word-wrap: break-word !important; background-position: 1% 5px; background-repeat: no-repeat no-repeat;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; font-family: 微软雅黑, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important;">鉴于大家对于干货的渴求,因此在接下来的几期内容里,我们将陆续为大家带来T11峰会部分大咖的演讲内容(包括PPT及演讲稿),在唤起所有来宾记忆的同时也让未能亲临现场的朋友能够和我们共同感受T11峰会的魅力。<span style="margin: 0px; padding: 0px; max-width: 100%; color: rgb(255, 0, 0); box-sizing: border-box !important; word-wrap: break-word !important;">(PS:文章最后附带下载链接)</span></span></p></section></section><section class="135editor" data-id="41173" data-custom="rgb(55, 74, 174)" data-color="rgb(55, 74, 174)" style=""><h2 style="margin: 8px 0px 0px; padding: 0px; font-weight: 400; font-size: 14px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; border-color: rgb(55, 74, 174); text-align: justify; color: rgb(55, 74, 174); line-height: 28px; border-bottom-width: 1.5px; border-bottom-style: solid; min-height: 32px;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-family: 微软雅黑;"><span title="" class="autonum" placeholder="1" data-original-title="" style="margin: 0px 8px 0px 0px; padding: 4px 10px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: rgb(255, 255, 255); line-height: 20px; float: left; display: block; background-color: rgb(55, 74, 174);">主会场演讲</span>TalkingData EVP 林逸飞</span></h2></section><section class="135editor" data-id="44423" style=""><section style="margin: 10px 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-size: 14px;"><strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">演讲主题:数有先后 进退有据</strong></span></p><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-size: 14px;"></span><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; 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padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; border: 0px currentcolor; border-image-source: none;"><section style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; overflow: hidden;"><section class="135brush" placeholder="请输入标题" data-brushtype="text" style="margin: 0px; padding: 0px 10px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 36px; color: rgb(255, 255, 255); line-height: 36px; font-size: 13px; font-weight: bold; vertical-align: top; float: left; display: inline-block; background-color: rgb(55, 74, 174);"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-family: 微软雅黑;">以下附演讲内容</span></section><section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 36px; vertical-align: top; border-left-color: rgb(55, 74, 174); border-left-width: 9px; border-left-style: solid; display: inline-block; border-top-color: transparent !important; border-bottom-color: transparent !important; border-top-width: 18px !important; border-bottom-width: 18px !important; border-top-style: solid !important; border-bottom-style: solid !important;"></section></section></section><section class="135editor" data-id="24" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border: 0px currentcolor; border-image-source: none;"><section class="135brush" style="margin: 3px; padding: 15px; max-width: 100%; box-sizing: border-box; line-height: 24px; box-shadow: rgb(170, 170, 170) 0px 0px 3px; -webkit-box-shadow: rgb(170, 170, 170) 0px 0px 3px; -webkit-tap-highlight-color: rgba(0, 0, 0, 0); word-wrap: break-word !important;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">林逸飞:大家好,数有先后,进退有据。什么叫做数有先后?大家都会有一个选择,你是先买房,再炒股,还是先炒股然后买不起房?这就是先后,所有的数据、信息、所有的时间点跟我们都有很紧密的联系。当我们可以用数据去刻画这样的主次关系,不同的先后顺序时候,我们才可以做到进退有据,前面我们上过了数学课和美术课,我给大家上上语文课。我们看看这些数据的价值是怎么来的?其实是一个攻城的过程,这个还蛮烦琐的。我会跟大家讲这些数据为什么有价值?</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">第二件事情,我们会有一个很复杂的工程,让这些数据真的可以被幻化成一些企业能够用的原材料,或者我们的生意。这个过程里面我们离不开人,包括领域工程师,数据咨询工程师,他会跟我们的开发者、企业一起帮我们使用好我们的数据和您的数据。这个工程最后只有一个目的,当数据不能产生价值的时候,数据是没有用处的。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">所以我想跟大家沟通这样萃取的过程,包括它加工以及产生最终价值的流程。个人很喜欢这张图,刻画了所有人的改变,在圣彼得大教堂,每当世界上的人选教皇的时候,人都在这里等待着,等烟囱冒出白眼的时候,就有新的教皇诞生的。2005年那个广场是这样的一种场景。2013年新的一界教皇诞生的时候,你会发现每个人用以记录、传播、记忆一个事件的手段跟途径是这样的。移动互联网和智能手机对每一个人的影响是深入骨髓的。我们要提纯的就是这样一些数据,相应的我们刚才已经看到了移动指数里面提及的一些数字,包括我们的覆盖程度。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这里面我们大家会发现,不跟之前一样,大家只用他做QQ、微信也好,社交也好,金融属性跃居了第一。我曾经跟某一个银行高管交流的时候,他说了一句让我觉得很激昂的话。未来所有金融行业竞争的只有一件事,国民的财富账户,而国民的财富账户只有一个战场,这个战场就在手机上,不存在第二个战场,直到今天我们才认识到。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这是第一个,人群有了这样的变化,刚才也给了这样一些数字,每个人的手机上装这么多款的应用,我个人可能超过200款,金融类的居多,资讯类的我每天早上会看8个。一二三线城市没有什么区别,三线城市要用滴滴打车吗?基本上不用。除了这个,大家没什么区别。所以移动互联网在地域上没有限制,层级、城市的差距没有限制。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">你会找到另外一种形式拓展你的生意,完全不受城镇化、空间和速度的推广,在今天找不到第二种。这个萃取怎么做的?我用了一个更耸人听闻的算法,今天我们的人是被手机包围,那些觉得我演讲没有什么意思的,都在看手机。你会发现每个人的手机长在每个人的身上,他们涵盖了你的衣食住行,涵盖了你的吃喝玩乐。随手可得的便捷服务让你使用各种不断推陈出新的App。在你的手机里面一定会出现这样的App,天天影响着你的各种生活,包括在金字塔上端的各种传统行业,包括我们的银行、保险、证券、航空、电信公司。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这个时候你会发现在手机的尺寸质地上,大家没有区别。比的只有一件事情,谁对客户的服务好。我们要萃取就是这样的数据,这样的。为什么有价值?</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">我问三个简单的问题。对你没用的App会装吗?肯定不会,服务不好,体验不好的App在你的手机上打开的次数高吗?不会。每个App是否已经有自然分类了?你会拿”饿了吗”去打车吗?不会。你会拿”一点资讯”做支付吗?不会吧。每个App都有自己的属性,不说其他的复杂的信息,我们只说这些简单的信息,已经可以去非常清晰的刻画所有的人群,除了你对他们是提供服务,还是做消费的一些引导。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">好了,他们后面会去做,通过我们灵动分析的产品,数据中心,经过各种加工,会形成相应有标签的数据,有温度、有情感的数据,有货币化的数据,然后我们进入到了数据工程这个阶段。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">中间罗列的这些图标是今天TalkingData提供的平台工具,会在你统计分析,做广告投放,做人群筛选等等各个角度上提供一个极致的工具,更方便的去跟互联网接壤。这些数据进来的时候,我们会进入一个浩繁的互联网。我们会把这样大压力、碎片化、质量很低的数据经过不同的算法和人工的工作萃取成一些标准化,具有标签属性的数据。让它成为我们整个TalkingData后台的数据中心,也就是我们整个的一个引擎,或者我们的一个宝藏。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;"></span><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">在这个里面我们会把数据再进行分层的提纯,基础的数据只代表基础,代表事实性数据,所谓男或者女,老或者少。我们会对人的行为偏好,一些场景,他是在走还是跑,骑车还是坐车,开车还是公交。类似这样的我们认为都是事实数据,有很多数据科学家每天做的就是一件事情。我们也跟其他的高校,包括今天在清华、北大我们合作的教研室,通过这些数据刻画这样一些行为数据也好,行为偏好也好,这些是基础数据。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">当这些基础数据发生作用的时候,前面谈到每个行业使用数据的时候真的是不一样。银行和房地产完全不一样,我曾经举过一个相对过分一点的例子,银行的数据非常强,大家都有坏账、风控,只不过游戏打开的频次是金融打开频次的十几倍。我们要做行业性的数据,我们会有领域工程师跟我们的合作伙伴坐在一起,我们要知道你的KPI是什么,业务是什么,怎么产生行业性的数据,这是我们在上层看到的数据。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这个标签我们已经在不断的拓展中,所有这些标签都作为基础标签。这个时候我们要建的一件事情就是所谓数据的二次输出,我们把它加工成有意义、有情感的数据。客户在你的手机上留下了什么数据,你自己的App是你的全部,在客户的眼里是1/41,如果你到App Store是240万分之一,大家要珍惜每一个App留在你手机上的痕迹。线上使用什么样的App,我也举过这样的例子,如果不是雪球,就用小伞,那么一定死的很惨。线上的App关联仍然能够刻画一些用户的属性。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">当你通过移动互联网的形态获取你的客户的时候,什么样的渠道是有效的?不一定。不是说应用宝,或者腾讯这样的就一定有效,因为你每次投放的受众可能是不一样的。有些我的客户希望覆盖的是老年人,大家可以想象通过腾讯QQ空间能够覆盖到老年人,那是多么有活力的老年人。大家会发现说所有人使用的数据也好,每一个在时间上都被切成不同的片,你进入了不同的场景。你买礼物的时候可能会上礼品说,当你在一个关键的纪念日的时候,买东西也有不同的选择,海外购也有不同的选择,所有的人通过APP是被场景所刻画的。创业的同时有很多VC的钱投进来,我们传统产业也干了一件事情,他们花了很多的钱在不同的场景下已经聚集好了。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">今天你想想懒得做饭的一些人群,叫人上门做饭的人群,比如说像我这样的人。以前你怎么找,找不到,现在有人帮你烧了好几亿,已经在那了。你使用App就能找到你想要的,这叫互联网+。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">我们无论是移动互联网的客户,还是我们传统产业的客户,我们有自己的第一方的数据,纯度非常高,浓度也非常高,这是第一方的数据。跟外围还没有列全各种数据结合的时候,是从营销获客,风控、土地规划、城市规划,每一个地方你都可以发挥自己数据跟其他数据结合产生的价值。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">在软件的部署形态上,我跟前面两个人看上去就不一样,我是年纪最大的。过去20年服务于大型企业,公司也有很多同事像过去两年是服务于移动网的。我们会兼顾大型企业和新出现的创业公司,以及互联网的形态,我们的产品上可以采用私有云的形式,Saas的形式,规避自己使用习惯和行业特点的要求。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这个事还没完,当我们做这样数据工程的时候,我认为至少需要五个元素,后面三个前面已经讲过了。我们需要一个数据的生态,我们有自己一个巨大无比的数据中心,我们跟第三方的数据源和第一方的数据源展开工作,我们有自己的数据中心,他们做耕耘。我们还有两类工程师,我们希望部署到客户的现场,跟客户理解我们的数据,对方的数据,我们做什么。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">进退有据的数据,也得有据可查,如果还是拍脑袋,真的是辜负了这个年代。如果我们所有的决定仍然是定性的,那是这个时代的悲哀。原来我们的模型是这个,通过两年的运转,我们把这个运行改的更复杂一些,AARRR,我不是做美术的。上面这个敞口为什么这么大?所谓的露出这块跟客户已经被牵引到你的门口做运营,是完全不一样的事情,你希望这个市场是巨大无比,理论上来讲是巨大的市场,他的口径和颜色是很不一样的。后面实际上在AARRR这几个角度上我们也对不同的指标进行了仔细的分析,经过过去两年跟不同的客户,线上客户,传统的客户合作积累一些经验。我们会把相应的指标做详细的细分。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">更有趣我们在一些行业客户里面,甚至把这样一些指标跟行业客户的KPI结合在一起,举个不恰当的例子,银行信用卡。大家看的是什么,开卡率和退卡率,有人会看次日留存吗?会看我的开卡、绑卡率吗?现在很多银行都会看。那是一个热度最好的数据,那是一个获客最关键的指标。这只是一个指标,你怎么定义,我们有很多详细的标准,这个指标怎么解读又是后面考虑的事情,所以我们会提供一个TalkingData的服务,希望结合我们三个指标体系,把我们的指标结合到客户的业务中,通过你使用的数据,客户留存的数据,广告投入的数据,不同策略,通过他们去做相应的分析,然后做相应的增效,或者助攻,让那些客户成为你的忠实客户,吸引众多的客户,不管是下载、激活,使用时长。它是一套整个的体系,不是今天我能讲清楚的。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;"></span><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这是其中一个片断,你通过什么渠道把你的App放出去,当所有客户安装你App的时候,哪些指标是关键,登陆的时候有很多详细的新手任务,当他浏览你的时候,你会面临这样的风险,也许浏览完就退出了,保留下来的客户是什么。这只是我列出来我看到有经验的一些KPI。很多人之前并不看,你要不要在这个地方看一看客户的反应,什么时候按捺不住退出的,哪个环节的时候是第三步还是第二步是真的太长了吗?新手任务,现在几乎所有的App初创都有一些新手任务,有不同的设计,不是为了愉悦客户,愉悦客户的时候应该记住客户的痕迹。我见过七八个不同的题型,我们的消费者进去看的时候,这种情况下都会结合你现有的数据我们分析,这样的留存、转化,这样客单价的题型出来,意味着什么,下面的调整我们的推荐是什么。我只是举个例子。我们呈现给客户这样一些报告,经过一个月跟你现场工作之后,我们会出这样的报告。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;"></span><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">第二个是活跃率,覆盖只是一方面,要看活跃,要看客户的停留时长,页面深度、活跃轨迹。我们可以得出一个简单的数字,这个数字对很多人都可以有衡量的意义。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">包括我们在客户的App不同版本的时候做360度的评测,通过我接触这么多App的经验给你打一个分析,包括App上线以后,错误的分析,页面的分析,这些都是报告的分析。基于这些之后,右下角这个图,上面是我们所有的指标,这一侧是来自TalkingData的各种数据。客户在第一方留存浓度最深的数据在哪里?拼接的360度视图的数据,遵循了AAARRR的规模,你可以找到把这三种数据留存在一起的KPI,这叫做有据可查。我把这样的服务打成三个包,提供给不同的客户使用,包括初期见过很多传统企业在做相应的互联网试水的时候,运营了一段关键词和微信号,觉得效果不好,我们决定做App。基本上是三个主要大的服务包提供给各种客户。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">最后谈到的是数据价值。经过了这一系列的工作,我们希望数据焕发出应有的价值。这是某股份制银行,第一方DMP的数据。我们是以营销使用作为唯一的目的,所有的数据会以闭环作为他的特征,我们可以追踪、管理、监控任何一次营销活动和推广。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">其中一个例子,比如跟Uber,任何一个打车软件培养线上消费的形式,给所有人送一个188块钱的红包,以前是发一个短信,现在不是这样。我们会给你一个标签,汽车类的,二手车类的,这些基本上刻画了跟车和车相关的群组,跟第一方数据进行吻合的时候,我会告诉你这些有必要。其他的运转率极低。其他有两个有意思的结果,第一个,当时我也觉得在这个屋子里面有很多人会猜,没有车又有用车需求的人,会对这个有兴趣。但是真正数据投出来的结果,实际上恰恰不是这样,反映率最高是有车,而且又有车需求的人对这个应用感兴趣,响应率高达10.3%。除了对相应投放的效果达到166倍之外,你会发现这个过程是一个非常典型的数据训练的过程。银行第一方数据结合第三方的数据,通过一个实际的投放,结合了一个实际的场景,对数据进行一次训练。对任何一个App、开发商来讲都是一样的。这次训练的结果是意味着什么?对出行类的人我们有了一次鲜活实际的数据。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">这是一种迭代的积累,积累的地方是在我们所有的内容。我们跟金融相对的合作多,我们针对银行,帮他在线上的客户画像,线下的客户画像,第一方数据之外,在线上长什么样,线下什么样,我们做相应的数据加工,辅助他进行相应的营销和销售。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">还有一些有趣的尝试,大家也知道过去一段时间,做P2P的非常多,我们也提供这样的数据。举个例子,你会发现一个手机上装了七八个借款的App,会不会是一个风险。第二,如果你会发现七八个手机老在同一个点,或者同一个WiFi,或者同一个时段,同一个App上一起借钱,会有问题吗?这些数据我们会提供给一些客户,作为他风险定价模型里面某一个辅助输入的数据,这种形式之前我们获取这样一些数据是不同困难的。这又是一种使用。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">还有一种,我们看一个保险的客户,他们探索比如说车险,有没有一种习惯是特别不好的驾驶习惯,开车的时候看电影,这些数字是可以刻画出来的,我们可以把车险和保险感兴趣的人群圈出来,这些人群是我们的潜在客户,也可能是我们既有客户描述维度极大的增长。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">下午大家可以看到这个案例,跟时尚女装品牌的合作,从入门到展示区到试衣间,收银处。两年前看好一款衣服,照个相,然后去淘宝买。这种情况下我们看到是第一个交易漏斗,我们会干什么,这个是我们自己做的小玩意。WiFi探针从入口处到展示处到试衣间我们会看到什么样的人是回头客,什么样的人真正消费,什么样的人在一个月里面来了第二趟,这些都是进场数据,不神奇。结合了我的TalkingData DMP以后,我不光知道什么人来了,还知道谁来了,会出现线上客户的刻画,他是玩花千骨的还是什么,线下可以看他是吃星巴克,还是热干面,我会帮助零售品牌制定他的营销策略。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">时间有限,我把更多的详实的案例留在下午,下午的分会场上大家会有机会看到我们来自于房地产、奢侈品、汽车、各种领域里面去应用这些数据的更有趣的案例。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; line-height: 20px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; color: black; line-height: 17px; font-size: 14px;">作为结束,先跟大家重复这句话,数有先后,进退有据。掌握好数据,理解它的KPI和其中的逻辑,才能让我们的进退不失据。TalkingData给大家带来的价值就是这三个:海量数据、极致工具和专业咨询。谢谢大家。</span><br style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;" /></p></section><section data-width="0px" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section></section><section class="135editor" data-id="23" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border: 0px currentcolor; border-image-source: none;"><section class="135brush" style="margin: 10px 0px; padding: 15px 20px 15px 45px; max-width: 100%; box-sizing: border-box; outline: 0px; border: 0px currentcolor; border-image-source: none; line-height: 22.39px; font-size: 13px; vertical-align: baseline; background-image: url(http://mmbiz.qpic.cn/mmbiz/M9PBHwF31y1fE0PIkKoaY7HD3zvz35tJdFqbjjC2jHQYsDc8lK8rR3RfibWTgUBL6rdawTBNWt4qKzL9LFsfSXA/0?wx_fmt=jpeg); background-color: rgb(241, 241, 241); word-wrap: break-word !important; background-position: 1% 5px; background-repeat: no-repeat no-repeat;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; font-family: 微软雅黑; box-sizing: border-box !important; word-wrap: break-word !important;">以上是TalkingData EVP 林逸飞先生在“T11全球移动大数据峰会”主会场演讲的全部内容。</span><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-family: 微软雅黑;">文档</span><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; font-family: 微软雅黑;">下载地址:登录TalkingData官网,点击移动观象台-数据报告界面即可。</span></p></section></section></section></section><p></p><p><br /></p><p><br /></p><fieldset class="tn-Powered-by-XIUMI" style="color: inherit; font-family: inherit; white-space: normal; margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; min-width: 0px; background-color: rgb(255, 255, 255); border: 0px; clear: both; font-size: 21.111112594604492px; font-weight: bold; text-align: center; text-decoration: inherit; word-wrap: break-word !important;"><fieldset class="tn-Powered-by-XIUMI" style="color: inherit; font-family: inherit; font-size: 1em; font-weight: inherit; margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; min-width: 0px; border: 0px; clear: both; text-align: justify; text-decoration: inherit; word-wrap: break-word !important;"><fieldset class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 1.5em; padding: 0px; max-width: 100%; box-sizing: border-box; min-width: 0px; font-size: 13.63636302947998px; color: rgb(129, 120, 119); border: none; word-wrap: break-word !important;"><section class="tn-Powered-by-XIUMI" style="margin: auto; padding: 0px; max-width: 100%; box-sizing: border-box; width: 3em; font-size: 0.9em; font-family: inherit; font-weight: inherit; text-align: center; text-decoration: inherit; color: rgb(255, 255, 255); border-color: rgb(249, 110, 87); word-wrap: break-word !important;"><section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 3em; height: 3em; display: inline-block; vertical-align: middle; line-height: 3.5em; overflow: hidden; border-top-left-radius: 50%; border-top-right-radius: 50%; border-bottom-right-radius: 50%; border-bottom-left-radius: 50%; background-color: rgb(249, 110, 87); font-family: inherit; word-wrap: break-word !important;"><section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">更多</section></section><section class="tn-Powered-by-XIUMI" style="margin: -0.92em auto auto; padding: 0px; max-width: 100%; box-sizing: border-box; width: 0px; border-top-width: 3em; border-top-style: solid; border-top-color: rgb(249, 110, 87); font-family: inherit; border-bottom-color: rgb(249, 110, 87); word-wrap: break-word !important; border-left-width: 1.4em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.4em !important; border-right-style: solid !important; border-right-color: transparent !important;"></section></section></fieldset><fieldset class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; min-width: 0px; text-align: center; font-size: 13.63636302947998px; color: rgb(129, 120, 119); border: 0px; word-wrap: break-word !important;"><span class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box; display: inline-block; border-top-left-radius: 0.5em; border-top-right-radius: 0.5em; border-bottom-right-radius: 0.5em; border-bottom-left-radius: 0.5em; box-shadow: rgb(165, 165, 165) 0.2em 0.2em 0.1em; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(255, 255, 255); background-color: rgb(160, 160, 160); border-color: rgb(249, 110, 87); word-wrap: break-word !important;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important; word-wrap: break-word !important;">禾略中国:helue_China</p></span></fieldset><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; font-size: 13.63636302947998px; color: rgb(129, 120, 119); box-sizing: border-box !important; word-wrap: break-word !important;"><br style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;" /></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; text-align: center; font-size: 13.63636302947998px; color: rgb(129, 120, 119); box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; font-size: 10px; box-sizing: border-box !important; word-wrap: break-word !important;"></span></p><hr style="margin: 0px; padding: 0px; max-width: 100%; font-size: 13.63636302947998px; color: rgb(129, 120, 119); box-sizing: border-box !important; word-wrap: break-word !important;" /><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; min-height: 1em; text-align: center; font-size: 13.63636302947998px; color: rgb(129, 120, 119); box-sizing: border-box !important; word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; font-size: 10px; box-sizing: border-box !important; word-wrap: break-word !important;">陪你想,陪你写,陪你玩</span></p><p><span style="margin: 0px; padding: 0px; max-width: 100%; font-size: 10px; box-sizing: border-box !important; word-wrap: break-word !important;"><br /></span></p></fieldset></fieldset><p style="white-space: normal; text-align: center;"><img title="HL.jpg" data-src="http://mmbiz.qpic.cn/mmbiz/zd226QNNqG6l3Ayok2VDEG1DEiaowh4h7ZNm2cjNogk769tjEMRZJKRgeJ5kWrsUR8Eicfn1AkzQPOjicicrgKUvPw/0?wx_fmt=jpeg" data-type="jpeg" data-ratio="1.1047430830039526" data-w="" /></p><p><br /></p>

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