2018年领域数字化营销-实现全渠道运营的闭环.pdf

1、|IBM Services|2017 IBM CorporationIBM Services2IBM MetroPulse/Consumer ProductsHarnessingHarnessingThe Heart of a NeighborhoodThe Heart of a Neighborhood|IBM Services|2017 IBM CorporationIBM Services3IBM 城市脉动/消费品驾驭城市里每一个角落的心跳驾驭城市里每一个角落的心跳陈果陈果IBMIBM GBSGBS全球合伙人，消费品和零售解决方案负责人全球合伙人，消费品和零售解决方案负责人4IBM Se

2、rvices/Offering Management/2018 IBM CorporationNeighborhoods:Neighborhoods:Unique geographical boundaries，based on the combination of visitation patterns and audience segmentsSource：GroundT5IBM Services/Offering Management/2018 IBM Corporation邻域邻域:特有的地理区域，基于特定的行为模式和受众细分Source：GroundT|IBM Services|20

3、17 IBM CorporationData and signals reveal hidden city dynamics.InsightsInsights6|IBM Services|2017 IBM Corporation数据和信号揭示了隐秘的城市动态洞察洞察7|IBM Services|2017 IBM CorporationQuestionsQuestions?Is there a locallocal eventeventthat will influence influence demanddemand in this neighborhood?This neighborhood

4、 has been steadily improving.Should I change the change the product mixproduct mix?I have just been offered more shelf space.How do How do I I use it best?use it best?Which underunder-performing performing soda coolers should be moved?WhereWhere should we place our new vending new vending machinesma

5、chines?How will gentrificationgentrificationchange my placement decisions?Am I deploying my deploying my inventoryinventory correctly?AnsweredAnswered.8|IBM Services|2017 IBM Corporation问题问题?在邻域内，有何会影响需影响需求求的本地事件本地事件?邻域一直在稳步变化，我需要改变产品组合产品组合吗？我刚获得了更多的货架空间，我如何更好利用更好利用？哪些销量不佳销量不佳的汽水冷柜将被撤除？我们新的自动贩卖机将部署部

6、署在哪些地点？地点？中产阶级小区中产阶级小区发展将如何改变我的选址策略?我的库存水平库存水平分配合理吗？答案答案.9IBM Services/Offering Management/2018 IBM CorporationIBM Services/Offering Management/2018 IBM Corporation3%3%Increase in RevenueRight Product,Right Place.Unilever sees increasing urbanization as a huge business opportunity and aims to accele