In the era of big data, faced with the explosive growth of information, people's attention is more fragmented, and life is more "fragmented". In order to attract traffic and users, Internet enterprises represented by e-commerce constantly innovate in marketing mode, and use intelligent recommendation function to provide users with more personalized and intimate products and services. At the same time, as new players continue to join, new business models continue to emerge, new technologies continue to iterate, operators have also adjusted marketing strategies, strive to improve pipeline operation ability through transformation, break through the bottleneck of business development.
Based on the unique understanding of intelligent operation, the "intelligent marketing" solution created by ZTE Softran for operators solves the problems of low efficiency and low accuracy in the recommendation process of telecom business and ecological business by introducing intelligent computing, intelligent marketing and other capabilities.
Figure 1 Intelligent marketing service business support flow chart
The core competence of marketing Service Planning Center is marketing campaign planning, including marketing campaign management and CPCT(Customer, Product, channel, timing) strategy matching engine. CPCT strategy engine is guided by CPC matching model. Through the combination calculation of the matching degree between customer and business (CP), customer and channel (CC), business and channel (PC), it can provide the right business to the right customer through the right channel at the right time.
Figure 2 CPC matching model
The core competence of marketing service collaboration center is the execution of marketing activities, including user event perception, work order execution and marketing monitoring functions. The marketing service planning center injects marketing activities, drives the cooperative center to perform activity tasks, and monitors the execution process, so as to realize closed-loop management and support of the whole marketing process.
Figure 3 Process of policy matching
Intelligent marketing through the planning center wisdom, collaborative center implementation, the two ability centers cooperate with each other, joint operation, effectively complete the operator marketing interaction goal.
In July 2017, ZTE Softran reached a cooperation agreement with Hunan Branch of China Telecom to help Hunan Telecom take the lead in completing the online work of BSS3.0 marketing service collaboration Center (namely intelligent Marketing 3.0 system). The development of intelligent marketing 3.0 system combines the specifications of China Telecom Group and the business needs of Hunan Telecom, and takes a solid step to practice the construction of intelligent operation specifications of China Telecom Group.
