As institutions with core functions in the financial system, such as financial savings and loan lending, banks also face many challenges in the digital transition process, such as data quality assurance, digital channel construction and measurement of marketing performance. The effective integration of emerging technologies with business landscapes and strong support for the digital transformation of banks is the direction pursued by industry-based r&d practitioners。
With the rapid development and application of the internet and big data technologies, major commercial banks credit card app/Cell phone bankWith the transition of the app to internet-based operating platforms such as product operations, user operations and traffic operations, major banks are now launching digital operations projects, implementing business plans based on user data, upgrading precision operations and optimizing user experience. The existing systems of most banks no longer meet the increasingly complex business management requirements of multiple channels, such as credit card app/cellular banking, and there is an urgent need to establish an operational management platform to support multi-channel precision operations and management。
Solutions
Goose technology builds online platform solutions through a technology- and data-driven approach to enhance operational management effectiveness, optimize marketing processes and increase client participation. The platform complements the capacity of the existing medium backstage support system and forms the front channel of the app, micro-credit, online operations, equity, marketing, products, anti-fraud, etc., and the pre-middle- and back-up integration of the data set market, supporting the app, micro-credit, marketing-to-operate self-cycle ecosystems。
(c) create an open, electronic, intelligent operating management platform to support the implementation of the ap content, task plaza configuration and user growth system management, achieve a thousand-person resource allocation and a flexible and efficient abetest, while monitoring the performance of the app in real time. While closed-ring management models, including fine-tuning operations management, re-engineering marketing processes to interact with clients, and data centre construction, can be achieved, the platform provides a fully business-view configurable feature that, together with enterprise-level data processing, can provide better data mining and regulatory support to bank clients. A strong, rich and mobile internet-based operational decision-making platform would effectively help banks to improve the efficiency of their operators, their ability to operate and manage, their clients ' ability to operate and their brand value。
System function
The primary responsibility for the management of the operations of online channels (e. G. Credit card app, mobile phone banking, etc.) includes traffic operations, operation of activities, product operations, resource level operations, content operations, customer operations, etc., which complement the capacity of existing systems such as equity systems, marketing systems, burial point systems, customer labelling, etc., and the integration of the operating platform and existing systems at the operational level through the medium console, which enables the operational personnel to complete the operation of all channels at one operating end. The operating platform is divided into business, tool and data computing layers。
Platform strengths
System advantages
1. Activity component:
The forms of activity include: sign-in, draw-up, mission squares, small games, etc., and play; at the back-end level of the rules of activity, we encapsulate the underlying data into elements of the rules, such as the client base, events and rules, labels (screening and branching), execution actions; and through elements the configuration of the rules of activity, activities can be automated through the rules。
2. Trigger marketing (incident marketing) design:
Automation of the decision-making engine by capturing the events defined in the customer's behaviour and filtering the events from both dimensions of the client and the type of event into the client's activity, equity or marketing advertising, etc. The events, filters and elements in the decision engine are encapsulated through bottom data or data components (e. G. Trained model algorithms)。
3. Strong digital decision-making capacity centres:
The platform builds a strong digital decision-making centre, which provides calibration capabilities for functional modules such as mission squares, event marketing, customer growth systems, including offline and real-time calculations。
Innovative advantages
1. Technological innovations: innovations in building systems, including platform component design, operational platform integration, operational technology bridge, etc., in digitalization; integration of mainstream technology depots; data preparation, measurement and analysis; intelligent operation and smart wind control; big data mass data processing
2. Product innovation: innovations in business outreach that include integrated thinking, intelligent models, sophisticated business strategies, support for flexible brand definition, multi-dimensional support, precision customization, data mining and analysis
3. Risk prevention: fraud prevention financial risk, anti-hack attack restrictions, data security and privacy protection, smart wind control models, smart warning capabilities, anti-money-laundering and anti-terrorist financing
4. Science and technology management: project implementation risk forecasting, system building leading operations
Value
Project value:
1. Content management: remedying deficiencies in content operations among clients, improving the efficiency of content operations and monitoring real-time content production data
2. Mission square: to help banks promote user activity and make them more sticky。
3. Client operations: customer life-cycle analysis and management tools for bank clients, construction of user label classification differential management, operation of user groups and improvement of client efficiency in user operations。
4. Event marketing: accuracy of target users to improve key indicators and operational efficiency。
Resource-level operations: individualized recommendations to users on the basis of user behaviour data and smart operations on credit card app columns, improved user experience and continuous upgrading of core business indicators。
Business value:
1. Enhancement of user and content capabilities
2. More scientific and expeditious management decision-making
Marketing costs have been reduced, as have marketing management costs。
