提案參考標(biāo)桿mcdonalds proposal

SolutioniPinYouBeijing,.

July,2016DMPBackground:OwnedMediaSystemSocialMediaTagging/SegmentedInsightsTouchpoints/DataDotBrandExposureInsight-DrivenActivitiesConsumerVoice3rdPartyMediaSolutionDSPTradingDesk/RTBPurchaseCRMGMAProfilingToretain,refineandreuse1st,2ndandaccess3rdpartydataacrossmobile,desktopandsocialinasecureandrobustmanner.Andalsohaveatailor-madeplatformforclient’sdataandinsightsanalysis.Solutions:OwnedMediaSystemSocialMediaTagging/SegmentedInsightsTouchpoints/DataDotBrandExposureInsight-DrivenActivitiesConsumerVoice3rdPartyMediaSolutionDSPTradingDesk/RTBPurchaseCRMGMAMediaBigDataDataValueEnablerProfilingModeling&AlgorithmIPinYouBigDataTransCRMSocialGraphicBehaviorDataAcquisition&EnrichmentMoreEffectiveMediaBuyingBetterEngagementPerformanceContinuouslyAnalysis&AdvertisingServiceOpenIDDeviceID/CookiesDeviceID/CookiePhoneNo./MemberIDUserIDUniversalMcIDGMACRMSocial

Engagement3rd

Party

dataDevice

IDOpen

IDUser

IDPhone

No.Open

IDUser

IDPhone

No.LocationCookiePhone

No.OutputDataManagement

We

CreateUniversalMcDonald’sIDtowardDMPCookieDevice

IDTaxonomyIntegrationEnrichmentVisualizedInsight1.Clientdatamanagement,tracking,andanalysistool2.Customerinsights3.Serveformediabuy4.Demonstratereporting&outputformat,whichiseasytoreadandunderstand5.Proposethewayofworking&proceduretoadaptmodelinganalysis,whichiscompletedby3rdpartyvendor6.OverallintegrationandoutputframeworkPart1

iPinYou’sCapabilityforDepictingConsumerPart2UserAbility-iPinYouDMPPart3BusinessRequirementPart4TechnicalRequirementAttachment[Content]Part1Fundamental–iPinYou’sCapabilityforDepictingConsumerWebelievefollowingcorecompetencearerequiredforDMPpartnerhasintegrated&processed1stparty’smultipledatasources.Whetherthepartnerhasbuiltascientifictaxonomyandmodelingalgorithmthatleveragebigdataandactualcampaigndatacanseamlessintegratedwith3rdparties’data,DSP,client’sothersystemandDMP.hasaproveninfrastructureandtechnologythatprocess/clean/refineterabytesofdata.has

responsiveteamonthegroundandexperiencedtosupportcustomizedneeds.hasexperienceingeneratingvisualizedmeaningfulinsightsPowerfuldatatrafficprocessinganalysisabilityTotalmanagementofbrand300+

TOPbrands’managementbudget20億+59.8%AsforthebiggestDSPofChina,Ipinyoutakeupthemarketofprogrammaticpurchaseabout數(shù)據(jù)來源：易觀國際2億Dailywebsitecoverage8.6億Guestscookies160+200億DailySoluteblogs220億Dailyexposurechance7.2億DeviceIDServedDMPProjectWehavelotsofexperienceinintegratingwithallsortsof1stparty&3rdpartydataThe

1st

party

data

Data

from

Collaborative

partnersCompletelyconnected:activatesmulti-dimensionalonline/offlinedataiPinYouDataChinaMobileDataAsiaInfoDataChinaUnionPayData720millMobileID860millcookies6000Audiences22millDaily

Updates18millBiddedImps250

KQPS450

+APP

Audiences830millMobileUsers500k

AppUsageBehavior5

TUser

BehavioralData-Daily400+UserBehavior900K+Bases1050UserAudiences

4

TUserBehavioralData-Daily400

millMobileUsers210millBroadbandUsers900

millUnionpayCardUsers

45

millUnionpayAcceptedStores60

millDailyTransactionsGMASocialEngagementCRM3rdpartymediasolutionDMPCrossChannelIntegrationUniversalMcID3rdPartyDataEnrichmentMcDonaldTouchPointiPinYouDataPartnersiPinYouintegratesallthedataofMcDonald,furtherenrichingconsumer’sportraitbyiPinYou’sbigdataiPinYouself-ownbigdata性別年齡職業(yè)收入教育人生階段……個人應(yīng)用互動參與社交信息游戲類型內(nèi)容偏好搜索關(guān)鍵詞……商品搜索購買性質(zhì)購買記錄瀏覽品類偏好商品瀏覽頻率……IP地址工作地LBS位置居住地WiFi熱點常去場所……消費身份消費商戶消費地點消費次數(shù)消費金額消費時間……設(shè)備類型硬件特性品牌/機型網(wǎng)絡(luò)型態(tài)使用時長操作系統(tǒng)……Online/OfflineIntegrationofDataforming6MajorUserDimensionsPlentyiPinYou’stagsystemUserInterestPurchaseTrendsDynamicPositionConsumptionEnvironmentIDdataAddedwiththebigdataofmobileandUnionPay,iPinYoucanupdateusers’charactersandunderstandeachuser’sprofile/interestsmoreholisticallyAudienceAttributeDAAT

isourpatentedtaxonomysystemthatproveseffectsforhundredsofclient某CookieInformationclassifiedandfiledWeightassessmentandupdateLabelAllbrowsingdatawillbefiledafterbeingclassifiedsoastodofurtherresearchBrowsingFeatureBrowsingHistoryAdInteractionTimeGeo…….WebsiteregisterNormalbrowsingAdinteractionSearchBehaviorWebsitecommunityactionhighlowlowhighMediumSpecialbrowsingMedium（由于涉及核心技術(shù)，部分內(nèi)容不宜詳細(xì)展示，敬請諒解）DynamicassessmentUpdateandsaveDemographicsSpecificvisitactionIn-marketIntentLong-termInterestsAdvertisingaccordingtoconfidencevalueoflabelondifferentcookies.Adwon’t

bedeliverifthelabelweightlessthanconfidencevalue.labelweight3DynamicadjustmentConfidencevalue1.0labelweight2.5labelweight1.5labelweight0.5TAlabel：“Demographics”:presentbehavior“Long-termInterests”long-timeattention“In-marketintent”:short-termattentionorpurchaseintensionWhatcanenrichforMcDonald’consumerportraitbyiPinYou’scooperating3rdparty

個人關(guān)注個人應(yīng)用游戲?qū)^(qū)新聞媒體活躍APP……購買傾向人口屬性位置信息設(shè)備屬性財經(jīng)金融手機/數(shù)碼電腦/辦公家用電器個護化妝……性別年齡月收入身份職業(yè)受教育程度……常去商圈地域分布常去場所……品牌上市價機型設(shè)備品類屏幕尺寸……中國移動大數(shù)據(jù)亞信大數(shù)據(jù)銀聯(lián)智惠大數(shù)據(jù)接入點屬性個人標(biāo)簽體系個人關(guān)注屬性(家庭、公司、公共wifi)規(guī)模(規(guī)模人口數(shù))地理位置……個人關(guān)注(基于網(wǎng)站的內(nèi)容特征，及人對各類站點的瀏覽訪問偏好)購物傾向(基于人在各電商網(wǎng)站的訪問行為，及各類商品的類別歸屬)搜索關(guān)鍵詞(在各搜索引擎及電商站點的搜索行為及搜索的關(guān)鍵詞)……休閑娛樂生活服務(wù)電商購物綜合其他行業(yè)企業(yè)……消費身份消費年齡無業(yè)網(wǎng)購結(jié)婚學(xué)生月收入預(yù)估……消費地點消費金額消費偏好消費次數(shù)消費城市商圈地鐵站出行地點海外旅游……消費總額排名統(tǒng)計月金額排名統(tǒng)計高額消費消費城市金額統(tǒng)計每月消費金額統(tǒng)計消費檔次……餐飲住宿超市零售運動母嬰……月消費次數(shù)統(tǒng)計消費次數(shù)排名出行地點次數(shù)分布消費筆數(shù)在本市的排名……Build

up

a

holistic

customer

profilesUniversalMcIDDevice

IDOpen

IDUser

IDPhone

No.LocationCookieCRMGMACreateUniversalMcDonald

IDviaidentifyingdifferentdatasourceIdentityacustomerviadifferentdatasources，create

Unique

IDDevice

IDOpen

IDUser

IDPhone

No.CookieGMACRMGMAloginloginloginbookingbookingbookingIntegrate

3rd

party

data

to

enrich

customer

profiles

The3rdpartydatasupplementthatMcDonaldhasIntegrated,includinginput/outputtwomodesofdatainteraction.DMPLabelsof3rdpartydata:Fundamentalinformation,DynamicPosition，Internetdata，purchasedata，departmentstoredata，O2O

dataBaidu/Tencent/Ali/weibo/operation……APIDMPInputOutputVisualizedinsightAudience

reportMediabuyAdvanced

customer

profiles

based

on

UniversalIDMobile

3rdpartyProfileGMA

ProfileLoyalty

degreeProductinterestsPeriodofpurchaseIntensionofpurchaseDeliverareaSocial

Profile(online)PC

3rd

party

ProfileAudienceAttributeUserInterestPurchaseTrendsLoyalty

degreeSocial

Profile(offline)Loyalty

degreePeriodofpurchaseWechat/

alipay/posPurchaseareaLoyalty

degreeProductinterestsPeriodofpurchaseIntensionofpurchaseDeliverareaWechat/

alipayOfflineOnlineAPPPC

cookieDevice

idAudienceAttributeUserInterestPurchaseTrendsOwnedMediaSystemSocialMediaTouchpoints/DataDotBrandExposureConsumerVoice3rdPartyDSPTradingDesk/RTBPurchaseCRMGMAMediaBigDataProfilingIPinYouBigDataTransCRMSocialGraphicBehaviorOpenIDDeviceID/CookiesCRM：PhoneNo.-12123133212近3個月消費頻次-9次近1個月消費金額-239麥樂送/GMA：商品-麥旋風(fēng)，甜筒常用地址-上海市長寧區(qū)***消費類別-冰品消費總金額-458,23rdParty：Wholepictureaboutdepictingconsumerportrait

Socialfollow-麥當(dāng)勞微信公眾號Pay-微信信用卡支付interactive-關(guān)注”免費喝雪碧活動”Portrait個人關(guān)注-飲食、旅游購買傾向-咖啡、甜品移動端興趣-休閑游戲、社交、電商人口統(tǒng)計統(tǒng)征屬性-女，25-35電商關(guān)注商品-服飾、飾品消費能力-2000-5000/月DeviceID/CookiePhoneNo./MemberIDUserIDUniversalMcIDPart2UserAbility–iPinYouDMPOwnedMediaSystemSocialMediaTagging/SegmentedInsightsTouchpoints/DataDotBrandExposureConsumerVoice3rdPartyMediaSolutionDSPTradingDesk/RTBPurchaseCRMGMAMediaBigDataProfilingModeling&AlgorithmIPinYouBigDataTransCRMSocialGraphicBehaviorDataIntegration&EnrichmentTurnDataIntoActionableInsightUniversalMcIDOpenIDDeviceID/CookiesDeviceID/CookiePhoneNo./MemberIDUserIDTurndataintoactionableinsight-iPinYouDMP,DUOMINUO4dimensionsofstandardreportingmoduleReal-timefeedback

Channel&conversion

TAmanagementTAreporting@copyright

北京品友互動信息技術(shù)有限公司W(wǎng)ealsoallowverycustomizedtagginganddatacollectionFeaturesample：CreateallcustomizedusersatthesametimeAudience

builder-customized

audience

segmentationiPinYoudevelopsprovenlookalikemodeltoexpandaudience&integratewithDSPforMcDonald“l(fā)ook

alike”,”ad

serving”LiveDemo–iPinYouDMP,DOUMINUOPart3Service–BusinessRequirementOwnedMediaSystemSocialMediaTagging/SegmentedInsightsTouchpoints/DataDotBrandExposureConsumerVoice3rdPartyMediaSolutionDSPTradingDesk/RTBPurchaseCRMGMAMediaBigDataProfilingModeling&AlgorithmIPinYouBigDataTransCRMSocialGraphicBehaviorInsight-DrivenActivitiesDataIntegration&EnrichmentTurnDataIntoActionableInsightInsight–DrivenActivitiesDataValueEnablerUniversalMcIDOpenIDDeviceID/CookiesDeviceID/CookiePhoneNo./MemberIDUserIDDataAcquisition&EnrichmentMoreEffectiveMediaBuyingBetterEngagementPerformanceiPinYougeneratesvisualizedinsightstosupportstrategicthinkingServeforMediaBuyInsight-drivenreport&engagementBaseoninsightstosupportmostoptimalmediabuyingEffectivelydriveengagement&businessinsightrelatedDMPUniversalMcIDBusinessInsightDriven–jackingupAPPconversion&stickinessitem/setmealmendationShowproductthatpurchaserecentlyAccordingtotherecentproduct，mend“new”“hot”setmealandproductthatpurchaserecently,promotepurchasefurther.IndividualizedcouponpushAccordingtomendationofsingleproduct,mendsetmealforward.mendproductchoosefrom“new”to”hot”CampaignmendationByofflineactivities,improvetheparticipationandacknowledgeofcustomers.ByusingofdataofGEO,fixthelocationofcustomer，offer”distanceofstore”toenrichthepurchase.GMA熱點推薦離您最近店鋪：

550米越秀區(qū)萬達廣場店1樓推薦理由：加班多？全麥?zhǔn)称吩鰪娒庖吡?！近期購買嘗嘗鮮添加BusinessInsightDriven–establishthelinkagepeopletoproductcoupon：20%offByanalyzingofhistorydata,acquiretheinterestsofXXcustomersaboutfoods.2.Keepthe”foodlabel“ofcustomers,naturallyrealizethereasonablemendof“food.coupon”Profile：UserInterest-food、travelPurchasetrends-coffee、dessert……Food

Profile：MainIngredient：-

beefcake：-wholewheatAppreciation：-DoubleDiscount：-

Coupon

preferMainIngredients：wholewheatbeefIngredients：gingelilettucetomatoappreciation：DoublebeefGenerate

customer

insight

and

serve

for

media

buyWhatkindofonlinevideoismoretotheAPP’sorderingconsumersliking?Generate

customer

insight

and

serve

for

media

buyUniqueIDNameGenderPhoneNo.OpenIDUserIDDeviceIDPurchasetimeGoodsAmountStoreTakeawayAddressDownloadedAppLocationPhoneModelInterestSpending******************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************************Transaction

DataOnline&Offline

Data1.AmongthecustomersofMcDonald,whichkindofpeoplecoincidewithKFC?2.Whatkindofvideodothecustomersthatorderfoodatnightwatch?3.Whichtypeofcustomersusuallyworkovertime?4.

Whatkindofstardotheloyalcustomerslike?Insight:Generate

customer

insight

and

serve

for

media

buyDeliver

addressAimingatdiscoveringandidentifyingofcustomersinmainareas.Usingdeliveraddressandtimestofindoutmaincustomersgroupinsmallareas.Combiningwithmealtime,purchaseamount,buildingsaroundtoidentifythistypeofcustomersas“workovertime“group.Aimingatcharactersofthistypeofcustomers,push”coffeesetmeal”toimprovetheorderefficiently.Generate

customer

insight

and

serve

for

businessHot

area

about

delivery

Items

associationSales

trend

&

predictBasedonthegeodata，get

some

discovery

on

map

about

the

hot

area

that

McD

delivery

is

busy.Basedontheclick

data

on麥樂送app/PC

site/ad，build

the

predict

modle

,which

could

predict

sales

trend

about

specific

item,

and

compare

with

the

real

salse

trend

,shown

as

below.It

is

about

the

association

between

items

,for

example

sides

and

dessert.

This

indicates

the

customer’s

prefer.Generate

customer

insight

and

serve

for

media

buy

Retargeting

from

campaign/site/taxonomy

.

Part4Service–TechnicalRequirementProvenhardwareinfrastructuretosupportDMPWehavesophisticatedDMPsoftwarestacktomanagemulti-billiondata

DatacollectionT1T2T3...TnReportOLAPDashboardDSSGanglia、NagiosAnalysisonrealtimelogMedia

strategyAudience

strategyIntegrationAPIWehaveprovenDisasterRecoverysystemScope:thedisasterrecoveryoftheDMPisonlyfocusontheDMPitself;doesn’tcoverthedataproducer/consumersideoutoftheDMPservice;and

data

and

system

would

be

sync

to

cloud

(hadoop

is

necessary).The

hardware

require

less

than

IDC

server。Goal:whenadisasterstruck,minimizethehazard,reducetheequityloss,restorethebusinessoperationintheshortesttimedependsonthedisastertypeanddamageThreats:thedisasterrecoverofDMPwilltrytofacenaturedisasters,e.g.floods,hurricanes,tornadoes,earthquakes;ormanmadedisasters,e.g.,hazardousmaterialspills,infrastructurefailure,terrorism,disastrousITbugs,etc.Accordingtotherecoverytimeobjective(RTO)andrecoverypointobjective(RPO)ofDMPdisasterrecovery,thedisasterscouldbeclassifiedto4types:DisastertypeDescriptionCriticalResponseActionsRTORPOReachabilitydisasterThewholeinfrastructureiskeeprunning,onlythenetworkaccesstotheDMPserviceislostduetoISPissuesornetworkattacks(e.g.DDOS)ContacttheISPorIDCtoresolvethenetworkproblemDependsontheSLAwithIDC0HaltdisastersSomeorallcriticaldevicesstopworking,butthereisnodataloss,e.g.powerdisruptionReboothalteddevicesorreplacedwithnewdevices10minutes0IDCdisastersThewholeIDCisdestroyed,e.g.earthquakeRestoretheservicebycloudprovider1hour4hoursCatastropheBothIDCandDMPonlinebackuparedestroyed,e.g.theIDCandonlinebackupareburntatsametimeRestorefromofflinebackup1day1weekDisasterResponseProcessNotificationReachabilitydisastersandHaltdisasterswillbediscoveredbyDMPmonitorsystems.OperationteamwillbenotifiedbytextmessageandemailautomaticallySignedagreementwithIDCandwillbegotnotifiedforIDCdisastersorcatastrophesbymobilephoneandemailInworstcase,iftheIDCcrewsareallkilledorunconsciousinthedisaster,DMPteamwillgetinformationbynewsorbenotifiedbyDMPconsumersDamageassessment:itwillincludebutnotlimitedto:Typeofthedisaster,originoftheemergencyordisruption,potentialforadditionaldisruptionsordamage,statusoftheinfrastructure,itemsshouldbereplaced,listofsystemsandservicesthatneedtoberestored,sequenceofrestoration,instructionsforreportingfailurestotheteamleadsExecuterecoverystepsaccordingtothedisastertypesForexampletorestorefromanIDCdisaster,thestepsare:makesuretheonlinebackuparestillalive;allocatedevicesfromcloudprovider;allocateandbootdatabasecluster;allocateandboothadoopcluster;allocateandbootcachecluster;allocateandbootreportcluster;allocateandbootdatacollectioncluster;allocateandbootloadbalancerandothernetworkdevicesReconstitutionMakesuretheDMPserviceisrestoredandbackintoworkbycontinuouslymonitoringShutdownthecontingencysystemswhennewdevicesoranewDMPserviceareestablishedonceagainWeusethemostadvancedclustertosecureefficientdatastorage數(shù)據(jù)倉庫配置信息閾值信息用戶找回報表系統(tǒng)兩個集群雙備WedevelopedcompletemodulestoplishDMPAdserverModuleBehaviorofOfficialSiteOthers/APIInternalSystem

ModuleLogCollectionModuleCookieMappingModuleDataCleaningDataIntegrationModuleDataModelingModuleTheMulti-DimensionalReportModuleReal-timeReportModuleSupportAdvertisingModuleWehavedevelopedproprietarysystemtomonitortheperformanceiPinYouhasprovendatasecuritysystemandschemeTo

process

thecontentsofthedatabaseaccordingtotheactualsituationof

Unilever,andit’s

convenientfortheadministratortomanage.Distributedstoredata,physicallydispersedindifferentdevicesandkeepmultiplecopies.Andwithdualfault-tolerantsystem,automaticbackuptoavoidanydatalossescausedbyphysicaldamage.10000+auto-monitorprojects,7*24constantlyguard.BasedonthepermissiondesignconceptontheRole-BasedAccessControl,RBACmodel,buildupkernelobjectmodelwithpermissioncontrolsystemtomanagethedatawithreasonablepermissionsassignment.Objectmodelincludes:users,usergroups,characters,controlobject,visitpatternandoperation.AvoiddatalossPreventdataleakingServiceLevelAgreementServiceUpdate>99.9%DataStability>99.9999%DataDestroyableDatawillberemovedfromtheharddriveuponcustomer'srequestiPinYouhasprovendatasecuritysystemandschemeIDC

use

BGP.If

applydouble（multiple）IDC

infrastructure，fiber

connection

among

IDC；if

IDC

&

cloud

solution

,fiber/VPN

connect

IDC

and

cloud。

[IDC]hardware:（綠盟…）or

firewall（iptables）;[cloiud]azure

and

AlibabaCloudComputing

has

internal

network

security

solution.Such

as

AlibabaDDOS

or

WAF.Middle

ware

update

in

time

and

WAF

above.NetworkMiddle

wareStrict

IT

procedure

control，include

data

security

,authority

control

rule,

information

management

standard,

remote

access

management

rule,changes

management，which

are

accord

with

Sarbanes-OxleyAct

404.）About

linux

system

,

activate

iptables，and

upgradeOS

on

time

；keep

one

eye

on

0day

leak，and

fix

it

in

time.OSInformation

Thespeedtoresponseclient’srequest

?serioussystemissue:solvewithin3hours

?non-serioussystemissue:solvewithin24hoursTheway/processtosolveoraddressurgentissue/request

?reporttoMcDonald’srelateddepartment

?checktheproblems7*24anddeliveringsolution

?problemchecking：

?identifyproblemthroughmonitoring&warninglog

?ensureeveryoperationcanberestored

?recordalltheprocessingstepsandsolution

?backupbeforeeachoperation

?clarifywhatissueandkeepitinrecordforpreventingifthiscaseissolvedwithin30mins。

?inform&reportMcDonald’srelateddepartmentaboutthisissuethatmightcausewhatresults。

?iPinYouquicklysendexpertsforon-sitesupportifthiscasecannotbesolvedonlineMulti-dimensiontoensurethestabilityofDMPELK/GraphitestormdruidprestohiveMRsparkhadoopsurosqooprocketmqbidserverclustertrackingseverclusterredis/ssdbLVS/HAPROXYiPinYouhasdevelopedmostrobustlocalinfrastructuretosecure99.99%stabilityRobust

Infrastructure

supports

1millionQPSWelldesignedextendablecluster,online

backup

to

prevent

any

online

shortage50000+

monitoring

measurement

to

track

system

healthinessUtilizethemostadvancedopensourcesolutiontoproviderealtimebidding,analysis,

data

mining,

modeling

and

other

services

with

high

efficiency

and

great

stability.Keep

contributing

to

open

source

community,help

to

keep

these

technologies

keep

evolvingWehavesetupstandardtosecuredatanormalizationTheDMPlogstandardneedstobeacceptedbybothparties.Theintegrationwillbebuiltonthestandard.Eachdatacompaniesand3rdpartyadvertisingcompaniesfollowsthesamelogruleandprovidesdata.DMPprocesslogsinthesameformatandthensolvetheproblemscausedbyformatdifferencesfromdifferentchannelsBuildupstandardforlogs:DMPlogsampleWehaveprovenalgorithmthatinsuresthebestdatacleaningManagethecomplexitymultipleconnectionsbetweenDMPanddatapartners.Continuouslyupdatedanti-cheatingdatabase(withcheatingcookie,IPandURLlists)Eliminatethesuspiciousdataaccordingtoindicatorssuchasstaytimeetc.Datacleaningisakeyprocesstokeepthehighqualityoftheintegrateddata.Service

operation

Communication:

communicatewith3rdpartyinthebelowways：concallmeetingonlinebysomesocailwareholdanon-the-spotmeetingSystem

change

change

definition：system

upgrade

,bug

fix,

report

development

change

progress:

Submit

requirements

and

acceptRequirements

development

Check

andacceptpublishA

whole

advanced

service

operation

support

DMP

running

smoothly.Service

operation

Help

desk

400

supportHelpDeskprovidesanefficientwaytoprovideimmediatesupporttoourcustomers.It’sconvenientandfast.We’vefoundthatthevastmajorityofourcustomer’stechnicalproblemscanberesolvedoverthephoneorwithanonlinechat.Marketing

operation

Based

on

many

DSP

ad

deliver

project

experience

,

build

up

a

mature

marketing

insight

capability.

And

PM

could

be

the

interface

to

accept

any

requirement

about

marketing.

A

whole

advanced

service

operation

support

DMP

running

smoothly.ClientServiceProductDesignProjectLeaderMarkXieiPinYouCOO&FounderProjectOperationStrategyStrategyConsultantDerekDaiDirectorStrategyConsultantXiaoniShaSeniorManagerProjectOperationLayLiuProjectDirectorP:rojectOperationZhipengChouProjectManagerProductDesignJiboWangSeniorDMPPMProductDesignFanLiuDMPPMProjectOperationsTracyLuGMTechSupportTechSupportDiPaiAlgorithmArchitectsStrategyConsultantGuoXuGMProjectManagerAllan

DuProductVPYeXuClientServiceDeputyGMClientServiceLuShanDirectorImplementationTeamCoremembersallwithfirsthandexperienceandextensiveexperience.Realtimeandin-depthsupport.TechSupportZhaoLinAlgorithmVPTechSupportFanLiuAlgorithmDirectorQuotationITEMDetailsCost(CNY)DMPInfrastructureSoftwareinfrastructure

DataCleaning

LookAlike

McDonaldsAudienceProfiling

McDonald'sDataintegrationandprocessing

AudienceSegmentation

AudienceReport

AudienceBuilderCN￥1,250,000.00SocialmediaengagementtransactiondataintegrationIntegrationwithMcdonald'sGMAandotherdatasourcefortransactiondataandothersocialengagementCN￥200,000.00Integrationwith3rdpartydatavenderAPIintegrationwithMcdonald's3rdPartydatasource.DatainputandoutputCN￥50,000.00iPinyouDataIpinyouDAATdataCN￥100,000.00CRMonboradingOfflineCRMdataonboardingCN￥50,000.00DSP/mediaintegrationIntegrationwithothermedias/DSPsformediabuyCN￥30,000.00OperationHardwareandsoftwaremaintainanceCN￥300,000.00Total

CN￥1,980,000.00AttachmentiPinYouOrganizationChartNumberofemployee：Therearetotally373employeesiniPinYoucompany(including287employeesinBeijing,50employeesinShanghai,27employeesinGuangzhouand9employeesabroad),amongwhichhas127technicalpersonnel(includingproduct,data,researchanddevelopment).ManagementDepartmentCooperativepartnersystemKeyAccountSalesDepartmentCommercialProductOperationOpenPlatformPartnerDepartmentMarketingStrategyandPlanningMobileandTradingDeskDepartmentAbacusIndustryDepartmentR&DsystemProductDepartmentDataDepartmentResearchandDevelopmentDepartmentFunctionsystemGeneralAccountingDepartmentBusinessMarketingDepartmentPublicRelationsDepartmentAdministrationDepartmentHumanResourcesDepartmentTalentGathering

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