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【2021 Solutions】 Committed to building a data supermarket, Lin Data Technology uses its strength to make brand owners pay the bill

"Just like many pork stalls in traditional markets, you can buy pork everywhere. However, different ways of processing and cooking will produce different delicacies." LnData has been deeply involved in data processing and application for many years. President Xie Peifang explained in a simple way the advantages of Lin Data Technology when everyone is striving for "data" business opportunities.

Data is known as the "black gold of the new era" and is as important as crude oil. With the advancement of technology and digital technology, the amount of data obtained by enterprises is growing rapidly. How to refine oil into gold depends on experience, technology and the trust of brand owners.

Focus on first-party databases and establish sales communication intensity indicators

Founded in 2016, Lin Data Technology specializes in data technology, provides diversified and innovative software services (SaaS), and plays the role of an independent third party in the market. Through diversified and advanced various types of data collection and The serial connection service assists enterprises in data collection, data cleaning, data management and final data application, using the most authentic and complete data in every business decision-making to gain market opportunities.

LnData ) Strategy Chief Xie Peifang

▲Xie Peifang, Chief Strategy Officer of Lin Data Technology (LnData)

Xie Peifang said that the original intention of the company was to establish a third-party advertising effectiveness monitoring unit. Since it is difficult to evaluate the brand owner’s advertising budget investment and effectiveness, in addition to the authenticity of the traffic, it is difficult to verify which placements are actually exposed, the audiences reached, etc. Detailed information is often vague, so an impartial third party must monitor it to be fair, impartial, and transparent. At the same time, we help brand owners to use digital marketing not only to achieve last-mile conversion, but also to achieve brand exposure and completely establish the consumer purchase journey. However, since the fees for third-party advertising monitoring must be included in the overall advertising budget, and the media does not want to be monitored, the overall Taiwanese market acceptance is still not high. Therefore, Lin Data Technology has turned to establishing a "first-party database" for brand owners. ” is the focus of development.

SaaS products connect all consumer touch points, Establish a first-party database of brands
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▲SaaS products connect all consumer touch points and establish a first-party brand database.

The first-party database refers to the relevant data of brand owners in various marketing channels or digital content, as well as nodes that interact with consumers, collected through the unique crawling capabilities of Lin Data Technology, and then analyzed using artificial intelligence. Process and generate sales communication intensity indicators. Brand companies can use this indicator to understand the degree of discussion of their products in consumer groups, make corresponding corporate decision-making suggestions, and produce user behavior pattern analysis based on artificial intelligence.

Xie Peifang said that the first-party database will also be connected to the brand owner’s CRM system. Through Lin Data’s technology, a brand data hub (Brand Data Hub) tailored for the brand owner can not only effectively track and connect each A consumer touchpoint data helps brand owners to interact meaningfully with consumers anytime and anywhere, and can also identify Key Opinion Consumers (KOC) who are loud and iconic in the community and are willing to speak out for the brand. , become a brand ambassador, and through "mission" activities, increase member stickiness and diffusion, turn consumers into "brand groups", and truly achieve the purpose of precise marketing.

CRM combines Unified ID to track and understand the consumer journey

Currently, Lindata Technology’s customer base is distributed in beauty, beverage, automobile, banking and other industries. Through the customer relationship management system (CRM) combined with the function of the community, each consumer is marked with an ID, and the intention and behavior of consumers at various touch points such as web pages, advertisements, communities, and e-commerce are instantly grasped, and the customer's intentions and behaviors are provided. The best marketing strategies for brands.

"In the past, brand owners' CRM systems were mostly created using Excel tables, which was labor-intensive. Moreover, brand owners often spent 200,000-300,000 yuan to find KOLs (Key Opinion Leaders), but they couldn't find them. "Effect", Xie Peifang said that by using Lindata's SaaS service to digitize the data, it can not only establish and accumulate a membership database, but also find more than 100 loyal and high-volume consumers at once, accumulating the comprehensive benefits of the above consumers to the brand. , far more than a KOL, of course the brand owner is willing to pay the bill. At the same time, as the number of KOC increases, the voice meter of the online community continues to grow. After establishing the database, there are three major benefits:

1. Quantitative data on member influence are available for reference;

2. The system accumulates the results of all members’ tasks. In the past, a lot of manpower was spent on statistics, but now it can be solved with digital tools;

3. The brand’s reputation and number of shares on the community will continue to increase, forming a positive cycle. Xie Peifang said that when promoting data technology services, the biggest difficulty is that the amount of data needs to be accumulated for about six months to a year before truly meaningful analysis can be seen. The specific approach is to first interview customers to clarify the data collection strategies and channels. And she also admitted that what is really useful is CRM data. Accumulated data without interactive information is dead and of no use.

Establishing a data middle platform as the ultimate goal and becoming a data supermarket

AI technology is used to classify and group complex data from multiple channels, capture different data characteristics, and manage them with labels naturally generated by AI. The actual work process is: all the pipelines for data entry must be planned first, followed by cleaning the data. This part is the most difficult. After cleaning, labeling, classification and explicitness are started, and continuous optimization is started, and then it is packaged as a marketing tool. Application of activities.

Cross-channel data connection and accumulation to strengthen the brand Database application.

▲Cross-channel data concatenation and accumulation to strengthen brand database application

Xie Peifang said that Lin Data Technology will continue to deepen the accumulation and application of first-party data from brand owners in the short term. That is, from the customer's perspective, we develop SaaS services for all consumer journey nodes. The solutions range from network monitoring, advertising monitoring, APP optimization, and consumer inquiry systems to dividing the services into independent SaaS tools and Focusing on consumers, we integrate all data to help brand owners better understand consumers. The second stage is to develop a data market (Data Marketplace). After obtaining the consent of consumers, the data obtained will be de-personalized, such as different databases of investors with the same investment attributes, women in confinement, characteristics of diabetic patients, etc. Exchange or cross-industry cooperation is possible.

In the final stage, Lin Data hopes to help brand owners build a "data middle platform" to quickly integrate brand data assets, exchange data in a safe, clean and trustworthy environment, and create a data supermarket. In fact, there are more and more data markets in Taiwan, each with the ability to collect different data. Xie Peifang adopts an open attitude and believes that whichever one is useful to brand owners is a good data market. "Just like meat can be bought everywhere, but the methods of processing the meat are different and the taste is different. This is the skill of the chef." This is Xie Peifang's most appropriate metaphor for the data market.

Lin Data Technology Company Team .

▲Lin Data Technology Company Team

Note: The core idea of ​​the so-called "data middle platform" is data sharing. Through organizational adjustment, data warehousing, data synchronization and other technical methods, a middle platform that uniformly manages data sources and applications is designed to support internal uploads. Hundreds of business applications to avoid problems such as repeated construction and incomplete definition of data indicators.

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【解決方案】聲麥無線推出殺手級5G即時AI語音翻譯 降低5成口譯成本
VM-Fi launches killer 5G real-time AI voice translator that reduces interpretation costs by 50%

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【解決方案】瑕疵辨識率達百分百 耐銳利科技獲面板大廠青睞
Defect identification rate reaches 100%, Nairi Technology is favored by major panel manufacturers

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incorporates various calculation methods such as traditional image processing technology and statistics Only by being very familiar with the domain knowledge can we make good products AI models are also where the company’s competitiveness lies He emphasized that the data that general SaaS platforms can process is very limited, and the accuracy rate has increased from 70 to 75 at most Naili’s strength lies in AI algorithms and machine learning, and it must be coupled with in-depth industry knowledge to produce output Good AI model Narili Technology started with the AI project, gradually deepened the technology, chose to start with the more difficult tasks, and accumulated rules of thumb It is expected to develop SaaS services this year 2022, based on customer needs starting point, gradually gaining a foothold and becoming an important partner in smart manufacturing The picture left shows the general manager of Naruili Technology Tang Guowei and Chairman Huang Changding right「Translated content is generated by ChatGPT and is for reference only Translation date:2024-05-19」

【解決方案】讓硬碟裡的音樂重生 愛飛媒平運用AI為影像找到最佳拍檔
Rebirth the music on the hard drive. Aifei Matchmaking uses AI to find the best partner for the image.

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atmosphere, and rhythm In addition to online matchmaking transactions, Aifei Matchmaking also holds physical concert events, inviting music and video creators to participate The content of the event revolves around the display of AI video soundtracks, and a video directed by the director is used on-site to allow music creators to participate PK soundtrack or take out a demonstration video and let AI match it It only takes 10 seconds The images and music matched by AI are very accurate in terms of mood and atmosphere, which amazed the participants Three years of research and development won the Red Dot Design Award, using technology to support the development of music and art Aifei MatchPing spent three years of research and development, and the platform was officially launched in August 2021 In January 2022, it participated in the CES event in Las Vegas, USA, which attracted great attention from reporters present and received more than 100 awards in total media reports, the number of uses in a month has exceeded 1,000 times, attracting 7,000 video and music creators to join the matchmaking platform According to statistics, in the initial stage, the proportion of matchmaking transactions between the United States and Taiwan is evenly divided Li Zihui said that the licensing methods of traditional music are very complex, including types of works, types of copyright property rights, etc To obtain authorization for a song, one must go through a songwriting agency, a collective management group, a production company, a record company, or even a composer , lyricists, it is very cumbersome, and musicians may not necessarily get profit sharing Through the AI image music matching platform, all transaction contracts are completed online, music creators can gain profits, and their creative enthusiasm is constantly stimulated Three steps to help video creators easily complete the soundtrack work It is worth mentioning that NFT Non-fungible token, also known as non-fungible token is currently very popular in the art and cultural market What is the possibility of introducing it into the field of video and music Li Zihui said that the current transaction fees gas fees of Ethereum remain high, and coupled with the conclusions she obtained from attending many gatherings in Los Angeles, the acceptance of NFT is still in the process of brewing However, Aifei Matching is still optimistic about the future of NFT Trend, in the foreseeable future, relevant technologies will still be introduced into the AV Mapping platform to provide more diversified trading methods In order to rapidly expand overseas markets, Li Zihui continues to seek funding from international strategic investors in San Francisco At the same time, due to the appropriate control of the epidemic in Los Angeles, the industry is gradually recovering, and Li Zihui also participates in many offline creative gatherings Aifei Media hopes to become a bridge connecting images and music, introduce well-known user cases in the international market, and let more creators see the power of the platform Aifei Media Ping also frequently reports good news After winning the DSA Digital Advertising Singularity Silver Award and the AWE Female Entrepreneurship Best Potential Award co-organized by the American Institute in Taiwan and META, the one-stop AI video and music matchmaking company founded by Li Zihui The platform AV Mapping also won the Best of the best in the Design Concept of the German Red Dot Award in 2020 We hope to continue to be based on technology and nourished by art Support music creators to create better works Li Zihui, the founder of Aifei Matchping, has won many international awards and is a female entrepreneur with great potential「Translated content is generated by ChatGPT and is for reference only Translation date:2024-05-19」