MarTech: from 0 to 1

20210416 LINE Developers Meetup #15 @ 清大教育館 by Charlie Tang

Event: https://linegroup.kktix.cc/events/20210416

Transcript

1. MarTech: from 0 to 1 Charlie Tang LINE Taiwan Data Dev
2. Charlie Tang LINE Taiwan Data Scientist ＃Business Intelligence ＃Customer Behavior Science ＃Tennis ＃Anime ＃Kaggle
3. • Introduction to MarTech • The MarTech Applications We Built • Little Talk Agenda
4. Introduction to MarTech
5. Any Technology to Make Marketing Succeed Marketing + Technology MarTech =
6. Marketing Align the User Journey Content & Experience Social & Relationship Commerce & Sales Management Data Advertising & Promotion • Talent Mgt. • Finance Mgt. • Quality Mgt. • CRM • Channels & Partners • Sales Automation & Intelligence • CDP/DMP • Business Intelligence • Data Governance • Customer Exp. • KOL • Community & Review • Content • Experience Mgt. • SEO • Marketing • Advertising • PR
7. Turn Data into Insights Data Collection Data Integration Analytics Applications • CRM • DMP • CDP • Tagging • Customer Segments • Behavior Prediction • Data from LINE Services • Structured/Unstructured • Advertising • Segment Marketing
8. Move Obstacles Away for Marketers • Differences of Skill sets / Domain Know-how • Operation Cost • Security Concerns
9. MarTech Applications We Built
10. Visualization Recommender System Advertising Chatbot Four Main Applications
11. Facilitate Data-driven Decision with Dashboards Tableau/OASIS Kepler.gl
12. Increase User Engagement with Personalized Contents SMCH Smart POI Related Search
13. Optimize Campaign ROI with Right Targeting User Tagging Uplift Modeling High High Low Low Buy if not treated Buy if treated Persuadable Sure Thing Sleeping Dog Lost Cause # 喜歡運動 #關注運動新聞 #網購興趣 #消費力強 # LINE Point重度使用者 #通勤族 Wanted!
14. LINE MUSIC 塔羅心情點播 Enhance User Experience with Chatbot LINE客服小幫手
15. Little Talk
16. MarTech Automation Intelligence Platform Reduce Costs Discover Insight Re-Use
17. Listen to the Marketing • Algorithms • Model Metrics • Business Problem • Business Impact/KPI Engineer Marketer
18. Today Spot Shopping Beacon Sticker Gather MKT Sales Data Dev Leverage Data to Empower LINE DS DE DA
19. Welcome to join us! Data Scientist Data Engineer