Parllay - Customer Data Platform
Understand Your Customers &
segmentation Management
Parllay allows you to bind your company’s customer data to your users to see who they are, what they do on the WeChat Official Account, Mini Program, websites, and gives you a powerful and flexible way to interact with them.
WeChat Official Account has become irresistibly popular since the birth of it. Today, although people have pessimistic view on it, even the overall reading rate has begun to decline, it still has a fantastic attraction for enterprises.
The intrinsic reason is that WeChat has a large number of active users (in 2018 active users has exceeded 1 billion monthly). The healthy content production and dissemination ecology built by WeChat can form effective business value for users.
Benefits for individual enterprises:
– Contact potential customers anytime and anywhere;
– A channel for mobile APP products;
A brand-new mobile marketing channel;
– Operating as an independent content brand;
– A tool for introducing O2O operation;
– Forming secondary communication and expanding influence;
– Transforming subscribers to customers;
– Customer relationship management;
– Improving customer experience and reducing customer service cost;
– Market research;
– Obtaining trend data.
All value comes from effective users management and accurate data analysis. We can hardly manage the users effectively via WeChat Official Account. What we can do is simply check the basic information of users, interact with users through automatic reply, and create simple tags for users. If we only rely on the WeChat Official Account platform to manage users, we will encounter a variety of problems——
– User information display is limited.
– What if you want to see more user information?
– What did the users do in my WeChat Official Account?
– Who are the users? Why did they unsubscribe it?
– What if tags too few to meet my need?
However, Parllay helps enterprises realize the value of WeChat customer management via 5 functional modules——customer management, customer interaction details, platform/WeChat tags management and tags operation in batch. You can check user attributes flexibly, manage users of WeChat and mini programs, obtain dynamic profile of users, track cross-platform behavior of users, customizable real customer data, manage tags in batch, long-term storage of users interaction data, track the user behavior of mini program, identify potential customers accurately and so on.
Check User Attributes Flexibly
Parllay will display 90% of the unopened user data to enterprises. Including user, gender, geographical location, real-time geographical location, platform tag, WeChat tag, subscribe and unsubscribe time, openID, UnioID, life cycle, language, WeChat notes, source, etc. User attributes can be customized and displayed in the list, operators can set the customer list header according to requirements.
Customer management module also provides powerful user query and screening functions. Operators can filter users according to attributes and multi-condition. In the following picture, by setting three query conditions: gender, country and life cycle, the male loyal customers in China are screened among the users.
Except conditional setting, Parllay also supports users query through nickname, openID and subscribe time. As for the list of screened users, Parllay provides download function, and it’s convenient for operators to carry out follow-up marketing, analysis, bookbuilding and other work.
After understanding the customer management module of Parllay, we compare it with the user management module of WeChat.
From the above, we can see clearly that user management only shows three attributes: user’s avatar, nickname and WeChat tag, and supports querying and filtering users by typing user’s nickname and selecting WeChat tags. Managing users in batches can only via WeChat tags, and the number of tags is limited. The upper limit of tags is 100 per account and 20 tags per user, and it’s difficult to manage users effectively.
Users are the most valuable resources of WeChat Official Account. Parllay explore the value of users and let you utilize the value of users maximumlly, and fully stimulate the commercial value of WeChat Official Account.
Dynamic Profile of Users
According to the survey, 74% of Internet users were disgusted with standardized content, while proper personalized marketing increased revenue by 10% to 30%. What is the secret of personalized marketing? Through investigating 100 customers, we conclude three aspects that consumers value most: a successful personalized marketing must have the most intimate content, and give it to consumers in a ‘full channel’ way in due time.
Personalized marketing is to provide customers with high-value information and experience. As for how to determine the value and the factors behind it, we can use the individualized value formula.
For consumers——
（The formula has no precise mathematical significance, only for indicating key indicators of personalized marketing)
In personalized marketing, the relevance, full channel and timeliness is in direct proportion to the experience value of consumers. While collecting and using consumer information, we should pay attention to the risks as well.
The effect of personalized marketing is based on the understanding of customers. The more comprehensive and timely the customer information is, the more relevant, full-channel and timely marketing can be provided for them. WeChat Official Account born with social and we media attributes. It is easy to implement personalized marketing for users, maintain the user stickiness, and improve customer conversion rate.
You can obtain the attributes of user and cross-platform behavior via Parllay, including WeChat Official Accounts behavior, Mini Program behavior and Web page behavior.
WeChat Official Accounts Behavior
We capture the interaction of followers in WeChat Official Accounts, and provide long-term data storage capability without worrying about the periodic removal of valuable data assets by WeChat.
Mini Program Behavior
If your Mini Programs are binding with WeChat Official Accounts, you can see who are using the Mini Programs and what functions they are using in the Experience Cloud SCRM.
Web page behavior
Who are the followers or customers skiped from the WeChat Official Accounts to the company’s official website and H5, what they did on the website, whether they shared, whether they registered online or purchased.
At the same time, you can check the user behavior on HubSpot, all information is updated in real time. On Parllay, you can have a dynamic profile of users, which is the cornerstone of personalized marketing.
Customer profile display the information of users from three dimensions, including basic information, HubSpot information and behavior track. The basic information module on the upper right shows the gender, location, real-time geographical location, platform tag, WeChat tag, subscribe and unsubscribe time, life cycle, source and user points. The life cycle is divided into seven stages: paying attention to users, sales clues, high-quality sales clues, sales opportunities, intentional customers, paid customers and loyal customers. It is convenient to screen customers in different sales stages and quickly identify intentional customers.
The HubSpot attributes on the lower right include the contents of the last name, first name, mailbox, company, telephone, etc., which are biased towards personal real information. In this way, the real information and interactive data are integrated into the same user, which is convenient for query management. After the upgrade of product function, the real information of users can be customized edited. You can store all kinds of real information of customers (such as name, mobile phone, membership level, life cycle, etc.) in the CRM integrated by Parllay, and the system will automatically associate the users’ data with the real information of customers.
The behavior track of the users on lower left, is the actions of the WeChat Official Account, Mini Program and HubSpot. Parllay will display the behavior track of users in WeChat, Mini Program and third-party Web pages in the profile of customers, and the cross-platform behavior track of users, and provides data reference for enterprises to develop full channel marketing.
Take the behavior track in WeChat as an example: subscribing, replying keywords, sending pictures, clicking menus, jumping pages and so on will be displayed in real-time behavior track list. Real-time activities of users play an important role in operation. For example, users unsubscribed the account after interactions, Parllay can check the unsubscribed time and what kind of interaction leads to unsubscribe.
Parllay has the characteristics of continuity and long-term preservation of users’ data. When a user unsubscribe and then subscribe again, Parllay will automatically integrate the information of the same users. The actions before are also displayed in the behavior track of the customer’s profile. Therefore, the dynamic profile data obtained from Parllay are complete and has great reference value.
Detailed Customer Interaction
In the dynamic profile, we can see that the customer profile shows the details of user interaction on WeChat, Mini Program and third-party Web pages in real time and in detail. However, it is unrealistic for enterprises with a large number of users to check the behavior track of individual users. Enterprises also need to check the details of users’ interaction via events or time. The function module of customer interaction details of helps enterprises to check and screen customer interaction details flexibly.
Parllay can check details of users’ interaction through WeChat Official Account, Mini Program and HubSpot.
In WeChat Official Account, the details of user’s interaction can be screened from 32 types of interaction, which basically covers all types of user interaction.
In Mini Program, you can check five types of interaction: opening, exit, page display, page uninstallation and sharing.
In HubSpot, you can check the details of users’ interaction of the corresponding application.
Similarly, the detailed list of customer interaction can be downloaded for further analysis or bookbuilding.
For example, a merchant guides users to respond keywords for getting activity pages, and then submits information to participate in promotion. Then, the merchant can check the users by screening the interaction type of sending messages.
Powerful Tag Management Function
Parllay can give every WeChat users their own tag.
With the continuous development of network marketing technology, WeChat marketing has taken the lead. It has become the synonym of mobile marketing and social media marketing in China. To achieve accurate marketing and add user tags, WeChat stipulates that tags for users can only be added manually, and the total number can not exceed 100, and single-user tags can not exceed 20.
The tag management of WeChat users is of great help to enhance the dynamic grasp of users by WeChat marketers and the pertinence of marketing work. However, the strict restrictions on tags have inhibited the potential development of potential users to a certain extent. Searching WeChat user tags on Baidu, we can see similar problems: how to group users, how to effectively improve user management and user transformation? But we didn’t find an effective solution.
According to the different business scene of users, Parllay can automatically tags users after setting up automation rules, so that users can be subdivided automatically in real time for data analysis and subsequent business management.
The total number of tags can exceed 100
The number of single-user tags can exceed 20
For example, a Wechat Official Account has 10,000 users, and they sell cosmetics, Parllay CRM can be used to add relevant tags to improve user identification.
The WeChat Official Account can automatically set skin care tags for 100 people by setting.
Automatically tags three of them with price, source, production company, etc.
WeChat Official Account automatically adds tags in business scene by triggering rules, and the number of tags is unlimited, which facilitates user grouping and WeChat tag management, and improve the effect of user management in the later period.
Compared with WeChat Official Account, Parllay has powerful tag creation and automatic generation functions, which can meet the needs of enterprises to classify, annotate and screen users.
In the tag management module of customer management, platform tags can be created and grouped according to the requirements, and the number of tags is unlimited.
The platform tag list displays tag information such as tag ID, tag name, tag grouping, creation time and update time, and supports deletion in batches or single editing of tags. Tag query and filtering support two ways: grouping or keyword input. Likewise, the Parllay supports the tag list download function.
Parllay supports import/export of tags in batches. Whether tagging or not, operations in batches can be achieved by uploading files and screening conditions.
FAQ
Is Parllay a SCRM platform?
Parllay is a Client Data Platform that contains two core features: SCRM (Automatic Management) +Behavior Tracking (Data Acquisition).
How does Parllay tag users？
The method of tagging users on Parllay platform includes automatic, manual, template and interface.. Please contact our consultants for more information.
How much is the Parllay charged?
According to the total number of WeChat Official Account users in the access system, the annual user fee is charged according to the gradient. If you only use the customer management module, there is no charge, but it doesn’t support all functions related to users management. Compared with the annual use and maintenance costs of enterprise CRM, Parllay has a very high cost performance ratio.
Parllay supports Subscription Account or Service Account?
Parllay supports the management of certified Subscription Account, Service Account and Mini Program. We provide one-click certification and parameters to connect WeChat Official Account and Mini Program, so that enterprises can use them flexibly.
Parllay CRM applicable for B2B or B2C customers?
Parllay CRM Platform is applicable for all industries. At the same time, for B2B customers, we provide “Clue Discovery and Cultivation” solutions. For B2C customers, we provide “Customer Personalized Journey Design” solutions. For details, please contact our consultants.
Does Parllay supports privatization deployment？
No, we don’t. We respect the data and privacy of our customers and will never provide any customer data to third parties without their permission. We have established relevant data management and security specifications to ensure system security and stability.
We already have CRM. Can we still use Parllay?
Yes, you can. Parllay provides open API interface to support integration of mainstream CRM systems, such as HubSpot, Salesforce, Adobe, Microsoft Dynamic CRM, etc.
I don’t have CRM, can I just manage the WeChat Official Account?
Yes, you can. The Parllay SCRM module can be used independently and specifically manages WeChat Official Account users. In the future, you can reuse the customer management module of SCRM when you need it.
I have authorized the connection of other tools. Can I connect the Parllay?
Yes, you can authorize WeChat Official Account to Parllay through authorization links provided by WeChat Official Account Platform without affecting other authorized tools.
Can Parllay import existing user tags into the system?
Yes, the existing user tags can be quickly imported into the Parllay by using the tag template in batches.You can also choose our API interface to import tags.
Can Parllay check the data of users on other WeChat Official Accounts?
No, it can’t. The data of customers or users in Parllay can only be viewed by authorized links of WeChat Official Account, Mini Program, and the data of IT systems developed by enterprises. The users’ behavior in other WeChat Official Account or the data of Moments, Parllay is not available to acquire.
What’s the difference between Parllay tag and WeChat Officical Account platform tag?
Wechat tags: limited number , a WeChat Official Account can create 100 tags, each user can be tagged up to 20 Wechat tags;
Parllay tags: Unlimited number and grouping, a WeChat Official Account can create unlimited platform tags, each user can be tagged indefinitely, and can be grouped for easy management.