Build a marketing platform from 0 to 1

Marketing platform , different people have different understandings. Therefore, in this article, I will first define the content of the marketing platform I am going to explain, align ideas, and facilitate understanding.

The marketing platform mentioned in this article is a platform that can configure marketing content and trigger customer conversions. It mainly includes two parts: marketing push and marketing activity platform.

Ok, after aligning the range. Let’s get to the point. What should be the idea behind building a marketing platform? I think it can be divided into 5 steps: find the right positioning , sort out the process , clarify the role , determine the scope , and plan the functions .

In fact: This is also the planning idea of ​​most platforms from 0 to 1.

After you have an idea, what do you need to do at each step? What should I pay attention to? I will explain them separately in detail.

1. Find the right position

The effect of refined and precise marketing should be: giving the right content to the right users at the right time . The positioning of the marketing platform is to be able to screen target users more accurately , configure content more efficiently , and monitor and provide feedback on marketing results more promptly .

Platform marketing should have two functions:

1. Improve operational efficiency and reduce labor costs
2. Establish feedback links to provide operational decisions

The literal meanings of these two functions are relatively easy to understand. Of course, there is another very important point that needs attention: that is the lower error rate. If a production accident occurs, it will be a big problem.

A few years ago, a similar thing happened on a certain Internet platform: a push was pushed more than 10 times in one day. I heard that the product manager behind it was severely punished.

2. Sorting out business processes

After the platform has a clear positioning, the next step is to sort out: what is the complete business operation process like?

Think about this: What processes does a piece of content go through before it reaches the hands of consumers?

First of all, it’s definitely about creating content.

Secondly, after creating the content, choose to whom to deliver it. The selected group

Next, in what scenarios should these people be targeted?

Then, when is the release date?

Finally, you need to monitor the effectiveness of the delivery

Therefore, a closed-loop business chain should be: create content, select audiences, select channels, select time, and monitor results.

3. Clarify system roles

As shown in the figure, from the supply and demand relationship, there are only two roles in the system, namely: content creators and content consumers.

Creators are responsible for producing content and consumers consume content.

But these two simple roles cannot fully ensure the stable and efficient operation of the platform, so the third and fourth roles need to be added, namely quality inspector and feedback officer.

Quality inspectors are responsible for reviewing the quality of content, which is generally considered to be composed of two parts: manual and system. Manual reviewers are the review leaders or cross-review role. As for the system, it checks marketing sensitive words and trigger frequencies.

Feedback is provided by the system on marketing effectiveness, such as the effect of marketing reach and monitoring of activity effectiveness.

4. Determine the scope

In this step, it is necessary to clarify what the system should do and what it should not do. These are determined based on the platform's positioning, business processes, and user roles.

In the marketing platform, the first thing to be clear is, what is the marketing content ?

According to the definition I wrote at the beginning of the article, the marketing content here includes two parts: marketing push and marketing activities.

Then, the marketing target . Who to market to: The main things to consider are:

1. Is there only one business user?
2. In this business, how do business personnel usually screen users? What are the latitudes? For example, from the user life cycle, user channels, business characteristics, etc.

The third module is user roles . What permissions and roles are there? Configuration personnel, review personnel, data personnel, etc. How are these roles authorized?

Therefore, the major functional categories are derived: adding, deleting, modifying and checking marketing content; entering and selecting distribution channels; sourcing, screening and generating population data; capabilities of quality inspectors: system frequency limits and personnel review; adding, deleting and authorizing roles, etc.

5. Functional Analysis

After the previous review, we have a preliminary understanding of the general functional scope of the marketing platform. The final step is to further refine the scope.

I list the main functional modules: marketing push, marketing activities, platform users, user roles, and data support.

Each module is also a small business process, from an idea to the configuration of a content. In fact, we can also make a closed loop.

1. Marketing push

Push project: Use this push project ID to associate all the following push contents to achieve content uniqueness.

Push crowd: Crowd screening, you can manually upload packages, create tags, and support system push.

Push content: The format of the content, which are constants, and which are variables can all be customized.

D Push channel: Choose whether to push within the site or outside the site, unify all the marketing channels involved in the business.

Push restriction: This layer belongs to the system's restriction layer and is the system's quality inspector. Push blacklists, sensitive words, frequency limits, differences between different channels, etc.

Push effect: the push effect under each push project ID. Reach effect, conversion effect, crowd effect, comparative test effect, etc.

2. Marketing activities

Activity item: This is the unique ID of the activity, and is associated with all the contents below the activity.

For the crowd: The selection of the whitelist can be based on the same data source and implementation method as the push.

Activity content

C Activity elements: activity rules, time, validity period, listing and delisting, etc., and many more contents.

C Activity page: business material upper layer, business content configuration, page description, sharing, etc.

C Activity rewards: reward description, reward issuance conditions, reward content, reward restrictions, reward warning, etc.

Activity monitoring: early warning of activity rewards, activity traffic monitoring, etc.

Activity effects: traffic effect, conversion effect, population stratification effect, etc.

3. Platform Users

It is divided into two parts: the first part is the screening of the crowd: manual screening, label screening, and system screening; the second part is the display of the crowd, the situation of each label, and the comparison with the overall market situation.

4. User roles

Consider two things: the first is what roles and permissions are; the second is: how to manage permissions

As mentioned above, the roles include configuration role, quality inspector role, and data personnel role; the permissions can be: handling, reviewing, viewing, and super administrator

Permission management: create new roles, match permissions, delete permissions, and view them.

5. Data support

This part is divided into the underlying data connection and the effect display after data collection.

Data integration includes: data source acquisition of crowd data, traffic data, and conversion effect data

Data effects include: push monitoring: reach, conversion; activity monitoring: distribution monitoring, production ratio

Through the above functional decomposition, we can basically know what functional points each module has.

After completing the contents corresponding to the above 5 steps, we need to make a minimum MVP function.

For example: What functional points are needed to achieve a complete push? What functional points are needed to build a complete activity?

Write it down, refine it, and refine it. So basically, building a platform from 0 to 1 has basically completed a large part.

The above is all for this sharing. I hope you will learn something useful!

Author: Walking Nobita

Source: Nobita carries his bag