Slide 1
Slide 1 text
MarTech: from 0 to 1
Charlie Tang
LINE Taiwan Data Dev
Slide 2
Slide 2 text
Charlie Tang
LINE Taiwan Data Scientist
＃Business Intelligence ＃Customer Behavior Science
＃Tennis ＃Anime ＃Kaggle
Slide 3
Slide 3 text
• Introduction to MarTech
• The MarTech Applications We Built
• Little Talk
Agenda
Slide 4
Slide 4 text
Introduction to MarTech
Slide 5
Slide 5 text
Any Technology to Make Marketing Succeed
Marketing + Technology
MarTech =
Slide 6
Slide 6 text
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
Slide 7
Slide 7 text
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
Slide 8
Slide 8 text
Move Obstacles Away for Marketers
• Differences of Skill sets / Domain Know-how
• Operation Cost
• Security Concerns
Slide 9
Slide 9 text
MarTech Applications We Built
Slide 10
Slide 10 text
Visualization Recommender
System
Advertising Chatbot
Four Main Applications
Slide 11
Slide 11 text
Facilitate Data-driven Decision with Dashboards
Tableau/OASIS Kepler.gl
Slide 12
Slide 12 text
Increase User Engagement with Personalized Contents
SMCH
Smart POI
Related
Search
Slide 13
Slide 13 text
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!
Slide 14
Slide 14 text
LINE MUSIC
塔羅心情點播
Enhance User Experience with Chatbot
LINE客服小幫手
Slide 15
Slide 15 text
Little Talk
Slide 16
Slide 16 text
MarTech
Automation Intelligence Platform
Reduce Costs Discover Insight Re-Use
Slide 17
Slide 17 text
Listen to the Marketing
• Algorithms
• Model Metrics
• Business Problem
• Business Impact/KPI
Engineer Marketer
Slide 18
Slide 18 text
Today
Spot
Shopping
Beacon
Sticker
Gather
MKT
Sales
Data
Dev
Leverage Data
to Empower LINE
DS
DE DA
Slide 19
Slide 19 text
Welcome to join us!
Data Scientist Data Engineer