基于媒体用户数据的一体化营销平台的设计与实现  

The Design and Implementation of Integrated Marketing Platform Based on Media User Data

作　　者：陆盈嘉 叶灵 龚昊 Lu Yingjia;Ye Ling;Gong Hao(Zhejiang Media Group,Zhejiang 310005,China)

机构地区：[1]浙江广播电视集团,浙江310005

出　　处：《广播与电视技术》2024年第9期28-33,共6页Radio & TV Broadcast Engineering

摘　　要：本文聚焦“融合传播创新提质、产业运营外拓发展、降本增效改革攻坚”三项目标工程,从数据角度为产业运营提供强有力技术抓手,通过数据中台底座,利用省级融媒体技术平台的优势技术,建设大数据用户画像平台,汇聚小程序、APP、商城等订单数据,进行数据清洗、格式化处理,形成用户群体标签,精准分层,分析商品购买率、复购率、召回率等,可实现平台精细化运营。This article focuses on the three project goals of“innovating and improving the quality of integrated communication,expanding the development of industrial operations,and making persistent efforts to reduce costs and increase efficiency”.From a data perspective,it provides strong technical support for industrial operations.Through a data middle platform,leveraging the advantageous technologies of the provincial integrated media technology platform,we build a big data user profile platform,gathering order data from mini-programs,APPs,and malls.After data cleaning and formatting,we form user group tags and accurately stratify them,analyzing product purchase rates,repurchase rates,recall rates,etc.,to achieve refined operations of the platform.

关 键 词：数据中台 人群画像 标签体系 渠道触达 一体化营销 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]