Jiahe Technology won the "Pioneer Award" at the 5th JD.com Jingqi Digital Intelligence Case Competition
2024-08-24
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Recently, in the 5th Jingqi Digital Case Competition hosted by JD.com, Jiahe Technology won the "Marketing Growth Track - Pioneer Award" for its innovative practice case [Jiahe built a high CVR model based on marketing cloud to help a daily chemical group increase its TA concentration].
The Jingqi Digital Case Competition is a case competition jointly initiated by JD’s digital marketing business. The competition aims to recognize cases that have outstanding performance in user growth, business growth and marketing growth by utilizing JD’s digital platform and tools.
The award-winning case of Jiahe Technology significantly improved the accuracy and concentration of the target audience (TA) of a daily chemical group by building a high conversion rate (CVR) model based on JD Marketing Cloud. This innovative practice has achieved success in improving marketing effectiveness.
Award-winning cases
Case Background
A daily chemical group cooperated with Jiahe Technology, hoping to improve the conversion rate on JD.com's e-commerce platform through the JD Marketing Cloud RTA model. Based on the original DMP delivery, it connected to JD.com data to build a CVR (conversion rate) model to accurately attract and convert more new customers. At the same time, it optimized the advertising delivery strategy, reduced the cost of acquiring customers, and helped it achieve more efficient market expansion in the e-commerce field.
Case Results
It successfully attracted more new customer UVs, increased the target audience (TA) by 5%~10%, significantly enhanced the e-commerce conversion effect of advertising, and effectively reduced the customer acquisition cost.
Case Process
1. CVR model construction: Integrate brand data and JD data, use deep learning technology to build a high conversion prediction model, and accurately identify potential new customers.
2. Full-link analysis and strategy optimization: Combined with real-time advertising data feedback, dynamically optimize the target population model and traffic allocation strategy to obtain high-value, high-conversion populations. At the same time, conduct in-depth analysis of the full link between advertising and JD.com e-commerce behavior, verify the effectiveness of advertising from multiple dimensions, and guide the optimization of subsequent strategies based on this.
3. Automated development and service efficiency improvement: Implement RTA automated development to improve response speed and meet the brand's rapid response under high-frequency demands.
Specific implementation path
The success of the case relies on the cross-platform data flow capabilities of Jiahe Technology. Jiahe Technology has built a C-end big data channel, based on the same-source ID integration capabilities and privacy computing, to open up the media front link and e-commerce back link.
Service: High-potential crowd mining and modeling
Jiahe combines more e-commerce post-link indicators, uses deep learning and machine learning technologies, builds a high-conversion prediction model, and uses RTA technology to optimize the identification and tracking of core populations, optimize population screening, improve conversion rates, and improve the efficiency and effectiveness of omni-channel resource integrated marketing.
At the same time, Jiahe provides brands with insights into global media, advertising formats, creative materials, and audience TA, helping brand owners measure the actual impact of advertising on key e-commerce post-effectiveness indicators, including audience assets, add-to-cart rates, and conversion rates.
As a core ecological partner of JD.com, Jiahe Technology has previously won the title of "Annual Jingqi Digital Intelligence Leading Partner" and its cooperation case with Coca-Cola won the gold list. This award is another recognition of innovation and professionalism. In the future, Jiahe Technology will continue to deepen its partnership with JD.com and join hands with more brands to jointly explore new marketing growth paths of "digital intelligence integration".
