【2021 Solutions】 Committed to building a data supermarket, Lin Data Technology uses its strength to make brand owners pay the bill
4"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.
▲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 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 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
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.
