In the Internet era, big data has penetrated into every aspect of life, and changes in the financial industry have also come quietly. Changing the way of marketing and building a marketing center is an effective strategy to solve the traditional marketing difficulties of financial institutions. In the previous two articles, we focused on the capabilities that a bank's marketing center should have, and analyzed the user operation and content operation capabilities among the eight capabilities. We are now going to share its Event Operation Capabilities and Business Integration Capabilities, which we hope will be helpful. Activity Operation Capability (Analysis of Bank Marketing Center's Capability No. 3) Activity operation is an important part of the marketing system, reaching, activation, retention, conversion, recommendation, the whole chain of customer marketing can not be separated from diversified marketing activities. In order to meet and support the marketing needs of various business departments, the marketing center needs to provide flexible and configurable marketing campaign support functions, so that it is easy to quickly create campaigns in the marketing process. Marketing activities should be modularized and templated as much as possible, and the most flexible way is that it can be like Lego blocks, and the front-end and back-end logic of the activities can be quickly constructed through various parts. For one thing, the products and services of various business departments are different, and the flexibility and adaptability of the campaigns are highly demanded, and for another, the bank's marketing needs to be closer to scenarios and hotspots, so that the agile outputs can be adapted to the fast-changing market requirements. The marketing center's support for campaigns should not only meet the short, frequent and fast front-end output, but also meet the definition of complex and changeable business rules, and at the same time meet the interface service requirements of WeChat, WeChat, mobile banking and other platforms, so as to provide good support for the underlying architecture of the campaigns released jointly by multiple platforms. Case: Invited Customer Lucky Draw Front-end lucky draw can have a variety of choices, such as smashing the golden egg, carousel, demolition of the blind box, scratch music, etc., the marketing center needs to make these most basic lucky draws into an independent component, when creating the activity can be easy and fast to build. The activity template library in the YingDong marketing platform The lottery component library in the YingDong marketing platform is still taking the lottery as an example, after determining the lottery method and the front-end page, it is also necessary to consider the flexibility of the lottery rules. The business needs to determine the pool of prizes that can be won according to different customer segments, or to make thousands of reward settings according to the identity of the user, which requires that the marketing center can provide flexible configuration options and whitelist checking or interface checking integration capabilities. Business Integration Capability (Analysis of Bank Marketing Center Capability No. 4) Banks are actively exploring the Internet operation mode in terms of operation, usually following the practice of Internet enterprises, such as trying to pursue the high MAU of APP, and obtaining new customers through the fission of Internet channels, etc., but at the same time, it also brings a huge cost investment, and does not bring the bank a long-term and sustainable improvement in efficiency. Bank operations do need to learn from Internet companies or Internet operation mode, but the bank's operation mode is different from the Internet operation mode, mainly for the following five reasons: In summary, although the bank is in urgent need of the Internet operation mode, but it can not be completely fetishized, the bank should pay attention to the composition of the revenue, business process combing, index composition and disassembly, high-frequency scenario construction and so on. The construction of the bank's marketing center and operation system should not only be in line with the characteristics of the bank, but also to realize innovation on this basis, the author believes that we can focus on the following aspects to strengthen the correlation or integration of operation and business: embracing the open banking structure, integrating life scenes Compared to the Internet, the meaning of traffic for bank operations is also more complex. In the second half of the Internet, the main battlefield of bank operation is not focused on self-owned APP products like the Internet, but the sources of traffic are more diversified, and it is the core of bank operation to penetrate the traffic operation to the identity of real customers, to gain insights into the depth of customer needs, and to build long-term scenario-based services. The marketing center should support the architecture of open banking, support multi-platform scene application construction functions, and help banks expand broader channels and traffic sources with open architecture. Crossing the boundaries of vertical well management, integrating products and services, and driving low-frequency business with high-frequency business At the business and product level, bank operation business as well as financial products are not fast-consuming goods, and naturally, the strategy of operation is different from that of the Internet. In order to achieve customer-centricity, banks need to cross the vertical management boundaries within the bank, and analyze their own product forms, business data, customer preferences, etc., and use high-frequency business scenarios, such as payments and money transfers, to promote low-frequency business. The marketing center needs to support the integrated planning and configuration of banking and marketing activities, and support intelligent product recommendation functions based on the analysis of customer group labels and data-driven products. Light on marketing, heavy on operation: "If you bloom, the breeze will come"! Light on marketing, heavy on operation is a shift in the bank's operational thinking and the core direction of marketing center construction. The marketing center needs to assist banks in building various user-related life scenarios, and take "customer-centric" as the root of the operation system construction, and effectively create scenarios that can enhance the sustainability of customer behavioral relationships. For example, a state-owned bank's "Wonderful Mall", which is built around life-related scenarios such as clothing, food, housing, transportation, shopping and entertainment, and the "Wonderful Town" mission scenario, which is constructed with novel and interesting games and interactions, are all long-term customer-centered operation systems. A state-owned bank's "wonderful mall" scene construction a state-owned bank's "wonderful mall" scene construction two