Recently, AiAnalysis, China's leading industrial digital research and consulting organization, released the "2021 AiAnalysis·Fast Consumer Brand Digital Manufacturers Panorama Report". Based on the characteristics of fast-moving consumer goods, the report focuses on product development, marketing, and sales. It selects and defines 9 digital scenarios, and selects vendors with mature solutions and landing capabilities in the corresponding scenarios. Among them, Minglue Technology was rated as a representative manufacturer in advertising, user operations, and data mid-stage scenarios.
The report pointed out that market competition has intensified and fast-moving consumer goods have entered the era of consumer sovereignty. With the increase in consumer demand for individualization, brand owners need to continuously improve their ability to innovate new products. With the rapid development of consumer touch points, the continuous increase in traffic costs, and the continuous decline of consumer brand loyalty, brands need to improve the accuracy of advertising and user operation capabilities. As the main channel for FMCG sales, traditional channels still face data fragmentation and low marketing efficiency. Brand owners need to improve traditional channel management capabilities.
Minglue Technology, selected for this report, has long been committed to helping companies discover business laws in data by applying artificial intelligence, big data, customer relationship management and other technologies, starting with massive amounts of multi-source heterogeneous information, and providing companies with intelligence. Support for business decision-making such as user insight, brand analysis, consumer profile, supply chain analysis, personalized advertising, marketing inventory management, etc., to achieve intelligent decision-making. As early as 2019, Minglue Technology officially received the marketing intelligence national new-generation artificial intelligence open innovation platform issued by the Ministry of Science and Technology to promote the innovative research and development and implementation of marketing intelligence and artificial intelligence technology.
In terms of private domain traffic operation, Minglue Technology provides brand owners with private domain traffic operation tools and solutions based on the WeChat ecosystem. Smart DTC. It can collect transaction data, user behavior data, and session data, and connect with brand business systems, transaction systems, and membership systems to open up ID, build a label system, and analyze users; help brands build private domain operation data Models and methodology, provide refined operation user orientation, event planning, SOP and other capabilities, support dozens of permutation and combination operation logic; provide employees with tools such as group messaging, automatic reply, quick reply, material library, and data analysis capabilities , Improve operational efficiency.
In terms of intelligent marketing, Minglue Technology has launched marketing cloud products including Intelligent Advertising System (IAS) and Marketing Data Center (BDH). Among them, IAS has a variety of creative rotation, text creative follow-up, budget allocation, dynamic optimization and other functions, which can realize a closed-loop marketing covering media resource management, marketing planning, placement and optimization, and marketing effect evaluation. BDH includes DMP, CDP, and MA. DMP collects and manages consumer data on the advertising side. It is mainly used for advertising. It has functions such as crowd selection, attribution analysis, path analysis, and profile analysis; CDP can perform consumption Collect and manage user data, conduct user insights, in-depth attribution analysis, etc., to realize the connection between user operations and one party's data; MA can perform automated operations on private domain contacts.
At present, Minglue Technology has used artificial intelligence and big data technology to provide marketing digital services for nearly 90% of well-known companies, helping companies build smart marketing closed loops, achieving an 8 times increase in advertising ROI and a 7 times increase in conversion rate.