【E-commerce Operation】Three Keywords Explained by Jingzhuntong Unbounded Marketing Intelligent Upgrade

　　In 2017, all industries and fields were vigorously embracing data and intelligence, and so was the marketing industry. Especially in the era of digital marketing 3.0 e-commerce marketing, data mining with people as the core and artificial intelligence with technology as the core are accelerating the process of intelligent e-commerce marketing. As a leader in promoting e-commerce marketing to break through the world, JD.com has also intelligently upgraded its e-commerce marketing model under the driving force of unbounded marketing concepts and trends.

　　On March 22, Zhang Yimin, a lecturer from JD.com's Commercial Improvement Division, gave the answer. The following content is compiled based on the live speech transcript:

　　Let’s first look at a marketing case: When consumers browse JD.com for sports equipment purchase needs, they will see Shufujia cross-border joint sales special sessions with sports categories. Through strong connection with sports sweating scenes, they will strengthen the product effect of "sweat all the time and leave no sweat smell" to bring relevant flow to Shufujia shower gel and promote new recruitment.

　　This is a classic case of cross-category joint marketing created by JD.com and Shufujia. The event finally covered more than 100 million people in the JD.com site through the four major categories of sports, home appliances, milk and food. The number of brand intentions increased by 48%, and the sales of market activities increased by 6.5 times compared with the usual activities. The case won the 2017 Advertising Great Wall Award and the Greater China Eiffe Award, and won the dual recognition of the brand and the marketing industry.

　　Behind the excellent marketing results of Shufujia case is the successful empowerment of JD big data and AI technology to advertising marketing, and it is also a microcosm of the success of the Jingzhuntong platform's continuous driving marketing model innovation with data technology. In 2017, JD marketing platform - Jingzhuntong's advertising and marketing service capabilities have been continuously innovated and iterated, making it more intelligent and diversified. At the same time, the launch of the "Nine Numbers Business Analysis Platform" aimed at opening up the data value has also accelerated the unbounded pace of JD's intelligent marketing.

　　If we use three keywords to summarize: "data intelligence", "AI empowerment" and "unbounded win-win" are undoubtedly the secret keys of JD.com to efficiently help brand business enhancement and achieve openness and win-win marketing.

　　Deeply explore data value, Beijing X plan helps achieve effect marketing

　　"Large base and high purity" is the characteristic of JD.com data. JD.com has more than 260 million annual active users, and 92% of its own orders can be delivered to users 24 hours after placing an order. The strong logistics and massive industry authentic products guarantee the high quality and high stickiness of JD.com users. The mining and analysis of users' behavioral data from attention, search, purchase to feedback on the JD platform is a favorable basis for Jingzhuntong to help brands conduct marketing and promotion.

　　Accurately targeted effect advertising has become JD's "standard" gameplay, while Shufujia case is a pioneering attempt based on deeper insights and diversified wall breaking, under the innovative idea of ​​"AI-driven X cross-border scenarios". Based on brand marketing goals, AI technology is used to deeply analyze the sales data of brand products, and capture the relationship between sports, home appliances, milk and food and Shufujia product scenarios: the consumer group is more than 70%, and the penetration rate is less than 30%. Based on data insights on strong correlation of categories, it promotes Qiangqiang to reshape the joint marketing scenarios, and brings related traffic to Shufujia with the familiarity of well-known brands in the four major categories.

　　In addition to high-quality on-site data and traffic, JD.com has also joined hands with industry partners to create the Beijing X plan. Following the success of the Jingteng Plan and the Jingtiao Plan, JD has successively reached strategic cooperation with many leading media such as Baidu, Qihoo 360, NetEase, Sogou, iQiyi, Sohu, etc., realizing the integration of media resources through e-commerce and social, search, content, video, etc., multiple fields of scenario collaboration and multi-dimensional consumption data. Through the "Beijing X Plan", Jingzhuntong can cover almost 100% of netizens across the country. In many consumption scenarios, the integrated big data can be analyzed and matched in multi-dimensionally, which can depict consumer portraits in a more three-dimensional and scene-based manner, and accurately targeted marketing based on needs, so as to optimize and improve the overall marketing effect.

　　AI empowers precise targeting, Haitou plans to automatically place and optimize ROI

　　JD.com's drones, unmanned vehicles and unmanned warehouses have been deeply rooted in people's hearts. In the field of marketing, JD.com has also made plans in the field of artificial intelligence and has run through the entire business process of JD.com advertising marketing.

　　千人千面精准投放的关键是用户画像，京准通每天要处理几百亿次的用户画像更新，在这个过程中，AI技术起到了至关重要的作用。利用AI技术对京东站内和合作媒体平台上的实时行为数据进行梳理、分析，不断调整用户画像模型，形成“动态的用户画像”使得广告ROI显著提升。

　　In addition, AI technology also acts on the process of traffic bidding and purchasing. Use AI technology to analyze the overall bidding environment and bidding characteristics of bidding participants, and then through deep learning, formulate bidding strategies to strive for small-cost activities and large traffic. For example, AI technology applied to advertising is like a game between chess players (analyzing the board situation, making moves, and finally determining the outcome). AI-driven traffic bidding and purchasing also has the same effect.

　　The Haitou Plan launched by Jingzhuntong is also an advertising product that helps advertisers realize one-click intelligent delivery based on AI algorithms, which realizes AI empowerment from traffic bidding and purchasing, intelligent generation of creative materials to advertising review. Advertisers only need to give the budget quota and the maximum price limit, and AI intelligence can automatically estimate, adjust prices, and generate creativity in the system, and jointly push the traffic matrix inside and outside the JD station, and optimize the high-ROI traffic pool in real time. With the support of AI technology, Haitou Project has become the most trusted "marketing robot" on the Jingzhuntong platform.

　　Data technology is open and boundless, and work together to improve business efficiency

　　In Jingzhuntong's view, marketing needs to always be people-centered, while marketing scenarios are gradually decentralized. Whether it is a mobile phone or PC, online and offline scenarios can be opened up at home or on the road, and the marketing value chain is also boundless. Jingzhuntong is working hard to help brands connect online and offline scenarios and data, and help brands achieve better marketing effects, help brands gain greater market share and better brand market reputation.

　　In the Beijing X plan, the data connection between JD.com and its strategic partners, as well as the collaboration of the entire experience process from ordering, purchasing, and after-sales service, are the practical results of Jingzhuntong under the concept of boundless marketing. After opening up all links, the marketing conversion rate has also performed very well on various cooperative media platforms.

　　In addition, JD.com also attaches importance to openness and boundlessness in the field of advertising technology. JD.com has launched the "Nine Numbers Business Analysis Platform" to help brands use advertising algorithms to conduct in-depth audience analysis and prediction, realize a closed loop of crowd analysis and targeted population in various marketing scenarios, and achieve more accurate and personalized marketing.

　　The marketing environment is changing, and marketing methods are also changing. For the Jingzhuntong platform, which has just crossed its third anniversary, the marketing intention of empowering advertisers has always been consistent. This year, with the concept of the era of boundless marketing more emphasis on openness and win-win, thanks to JD.com's comprehensive opening-up strategy and technology drive, Jingzhuntong's cooperation concept also hopes for win-win results.

　　On the one hand, Jingzhuntong hopes to use big data and AI technology to help merchants improve advertising marketing effectiveness more directly and accurately and improve their business on JD.com; on the other hand, it also hopes to help partners improve overall business efficiency, not only the placement of advertising marketing, but also expand to helping brands discover business opportunities, custom products, supply chain and inventory management, etc. Based on the effect marketing services provided by Jingzhuntong, AI empowerment is extended to the fields of business decision-making and management. While achieving business efficiency improvement in cooperation, Jingzhuntong is also reaping "boundless" value.