[May 18, 2022, Shanghai] As one of the hot concepts of Martech in recent years, there are more than 1,000 Martech enterprises in China, large and small. In the marketing field that emphasizes online data, CDP, DSP and other fashionable concepts, Whale Strategy, founded five years ago, first proposed the concept of SDP to form a closed loop of online and offline data and open up the "last kilometer" in Martech industry.
Whale Strategy's functional positioning of "SDP · Space Data Platform" is based on the digitalization demand of brand space as the core, the whole-area contact management based on user journey, and the in-depth focus on the spatial intelligent upgrade and "field" data insight of stores. It is committed to providing "human-content-field" integrated spatial data solutions for brand stores, providing a basis for the management and operation decisions of the whole life cycle of stores, and maximizing the release of spatial data value.
What impact can this seemingly abstract SDP have on stores and users? Eou had the honor to interview CGO Guan Helong, chief growth officer of Whale Curtain Strategy, to discuss the application and future of Whale Strategy SDP together.
Everyday consumption is treasure
A well-known tea drink has thousands of stores in China, the store daily flow of people in an endless stream, some people in the store order queue, some small procedures to buy to the store to take goods, some people sit in the store to enjoy slowly, some people take drinks in a hurry. Each consumer has his or her own unique consumption habits, unique understanding of store service, and naturally different expectations of beverage stores.
Are the lines too long? Is online delivery too late? How to match the number of single and multiple seats in the store? Can there be some way to stop the pace of passing customers, so as to promote their consumption? For beverage stores, if they want to serve customers better, maximize the resources in the store and tap more consumption opportunities, they must perceive the inner thoughts of consumers and respond to each person's different consumption habits.
Of course, it is not limited to drinks. For retail stores such as shoes, clothing or fashion games, or the space scene of the whole large shopping mall, the customers' head turning when passing the store, the stay in front of the shelves after entering the store, the walking track when browsing, and the queue settlement situation at the cashier desk are all valuable data assets.
Due to the rapid development of online channels such as social media, mini programs and e-commerce, most of the "data" mentioned in the current intelligent marketing industry is online customer data. At present, few enterprises can fully collect these thousands of individual consumption data and make full use of them.
Guan Herong pointed out this gap in the market. "Field" is still rarely mentioned in "man-content-field", but this concept is very important at this stage. He was the first in the industry to come up with the concept of SDPS when he was able to collect data both online and offline."
02 Hierarchical service to meet the diverse needs of customers
The SDP is essentially presented to the customer as an AD hoc data source. On the premise of not collecting face data "without any sense", Whale strategically processes the unstructured data acquired by edge hardware through unique AI algorithm and other technologies, and then transforms it into structured data and stores it for analysis. Taking customer trajectory analysis as an example, Whale leader will match the front and back positions of a customer with a 10-second interval through ReID technology, confirm the route, and obtain data such as his speed and gait.
In simple scenarios such as retail stores, the recognition accuracy of Whale strategy algorithm can reach more than 90%. In the complex scene of large population such as railway station, the accuracy rate can also reach 80%, which is basically 8-10 percentage points ahead of the industry.
Guan Herong once compared SDP and Whale's service to clients with cooking, "The raw data of SDP is like an egg. There are many ways to cook it, and the egg itself is the first layer of value." The first level of service Whale Strategy provides to its clients through SDP is to provide them with accurate data that carry their own value directly so that they can make marketing decisions directly based on the data.
Some customers are not satisfied with minimal closed-loop use of the data, they typically have their own operational analytics department, have industry know-how accumulation, but they lack analytical tools. Whale Strategy offers a second layer of "ingredients + tools" service to such clients, working with their operations analytics department to provide data systems based on SDPS. After sorting out the master data dimensions of the industry, Whale masterfully packaged a series of tools into an analysis system that included various analysis models (e.g., attribution models, consumer value regression models) that could be applied to the industry of the client, as well as industry benchmarking enterprise data. This system enables the customer analytics department to quickly produce the industry insights that customers need.
The third layer of services Whale presents to its clients is light consulting. Clients will propose a project, hoping that Whale will use the "eggs and tools" at his disposal to help them actually achieve a goal.
Improving the consumer experience is one of the most mainstream needs of the many projects Whale has worked on. Guan Herong shared with Yiou the example of Whale's strategy for a shoe and clothing industry customer. By grasping the data of the whole process from entering the store to leaving the store, from browsing to trying on, Whale's strategy helped enterprises to carry out creative store design, optimized the placement of goods in the store to the maximum extent, and guided consumers to lengthen their trip to the store as long as possible. Drive store sales and customer experience. This whole landing process is all handled by an experienced implementation team.
03 Combination of technology and application
In terms of future development, Guan Herong believes Whale Strategy will focus on the improvement of technology and industry accumulation.
"Our goal in technology is always to achieve better data completion and accuracy." Whale Strategy is proud of its technical strength. The founder with a background in science and technology from famous universities leads a technical team from well-known science and technology enterprises at home and abroad, which determines the "depth" of strategy products by virtue of basic technical ability. It is the improvement of technology that enables SDPS to be upgraded from single stores to shopping centers, and will also touch more complex field data in the future.
Technology needs to be delivered, applied to the real world to generate value, and Whale's goal is not just to be a leading technology provider, but to broaden the "breadth" of its solutions and consulting services. When asked whether he will apply SDP to non-consumer scenarios such as industrial manufacturing or government and enterprise services in the future, Guan answered, "Absolutely. Whale is making great efforts to keep ahead of its basic technology, while also accumulating know-how in its own industry. At present, we are capable of becoming a technology provider in industrial manufacturing, government, enterprise and government affairs, but our goal is not only that."
Guan Herong finally mentioned Whale MasteryDP's dream, "I hope Whale MasteryDP can become one of the best technology companies in the field of data, and I hope that in the future, SDP can help all brands to enhance consumer experience and provide value for their new stores." I believe that the strategy can open up a smooth road with the sword of SDP in the fierce competition of Martech.
