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Trilogy from digital transformation to digital operation
the beginning of digital transformation
In the process of digital transformation, we need to always ask ourselves: what is the original intention of starting the digital transformation strategy? What digital operation needs to do is to take consumers as the center, take data as the driver, and integrate services over the whole link.
1. focus on consumers
No matter how we change and transform, the ultimate goal is to better serve customers, and consumers are our end users. We should take how to provide better products and services for the final consumers as the starting point.
2. data driven
The greatest uncertainty and certainty in the digital age are "massive data". People who can make good use of data to mine value will often bring new business opportunities, incubate new products, reduce costs, etc. to the enterprise, making the enterprise evergreen more certain.
3. full link integration service
Many enterprises have the following situations: for the same customer, different business departments have different information and labels; For the same commodity, there is no complete data chain from order to supply chain, manufacturing and external procurement, so it is difficult to analyze and optimize the data on the whole link for the commodity. Therefore, as an important part of digital transformation, digital operation needs to be closely combined with the construction stage to form a full link data integration service.
What is digital operation
For different industries, the content of digital operation is different, but the implementation path and foundation are the same. Generally, digital operation includes three core parts: business operation, data operation and technology operation.
Business operation: business operation needs to establish operation management systems such as member operation, marketing operation, supply chain operation, position operation, content operation and risk control operation in combination with actual business scenarios, so as to effectively combine people, goods and sites. In this way, data analysis and analysis results can be targeted and effectively support business innovation and optimization.
Data operation: the core of digital operation is to work around data and intelligence, so data analysis, algorithm optimization, data label system analysis and optimization are effective. Through effective data analysis results, it is helpful to carry out accurate marketing for different consumers, effectively improve the efficiency of the supply chain and reduce production and manufacturing costs.
Technical operation: no matter what operation you do, you can't break away from the underlying technology platform. You should also operate on this platform and all kinds of products on the platform. For example, capacity planning and management for cloud platforms, image analysis and design of cloud tenants, daily measurement and billing management, security compliance management, and configuration and use management for big data products on cloud platforms all belong to the scope of technical operations.
organization and capability required for digital operation
The departments involved in digital operation are complex, and they are generally designed in the following ways:
First, a quantifiable and detachable business KPI should be designed to guide all business parties to cooperate with the whole operation activities.
After having the total KPI, it needs to be further disassembled to each combat unit, so that it can be finely managed, so that each operation activity can be accurately implemented, and avoid spending a lot of marketing expenses without seeing the effect.
The business commander-in-chief needs to know the path and progress of the whole business disassembly, so it is necessary to build the overall battle situation for the business owner and realize unified management.
A funnel-shaped monitoring model should be set for product operation, which will help the product launch better meet the two demands of consumers' efficiency and experience.
From the initial setting of KPIs to the actual achievement of results after the final completion of operation activities, a closed loop needs to be done. Whether it meets the standards or not, it needs to do a complete review, so as to learn lessons and optimize the business.
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15358968703
Gather industry trends
15358968703