Doing a good business of DaaS is a knowledge

The picture comes from UNSPLASH

Text 丨 Intelligent Relators & Mantis Observation

Author 丨 Chen Miao

Judging from this year's situation, the DAAS (data is service) track seems to be hot.

There are two related signals.

At the end of June, Ali established a subsidiary, a sheep smart service company. According to the introduction, the company will convert Alibaba's digital capabilities in the fields of consumption and other fields into smart products and services. The main target track is the DAAS track. It also means that Ali has to separate the business of the data service alone, and the industrial prospects are eye -catching.

In China, large factories have always rushed to popular races. You can always believe that the large -scale technology factories like Ali and the ability to judge a digital segmentation track and the ability to "bring fire", such as earlier data, and low -code track last year, in Ali and other large manufacturers. Driven, there was no unexpected fire.

At the same time, on the DAAS track, several relatively vertical star manufacturers also ran out of the DAAS track, such as Mai Cong Software, Miyun, Hua Kun Daowei and so on. In February this year, Mai Cong software, which was established for two years, has just received tens of millions of yuan Pre-A round financing, which is favored by the first-level market. The earlier and more mature development and more mature Miyun have created a set of relatively mature marketing big data DAAS solutions.

New players have come in, old players continue to polish, capital pursuits, big factories are optimistic, and the explosion of the DAAS track is not surprising. Surprisingly, the DAAS industry was not easy to do. "Mantis Observation" found a few manufacturers and industry insiders. It only found out that it was a science to do the DAAS business.

01 DaaS is not a new concept, why is it re -mentioned?

What is DAAS (data is service)? What is the difference between SaaS mentioned earlier?

According to the view with Mi Yun, the "Mantis Observation" summarizes two differences:

The first is level differences. DaaS highlights the analysis and application of data than SaaS.

The second is differences in value. Traditional SaaS products are mainly targeted at the standardization of workflows to solve the problem of customer efficiency, but it does not solve the core growth problem of customers. And DAAS products, such as Miyun, can provide the service based on the underlying marketing data, use data -driven as the growth engine, and open up the business flow, data flow and workflow of the enterprise, help enterprises to improve efficiency and data precipitation, and make good use of data. Realize business growth.

In this regard, Ali Vice President and CEO of Sheep, Peng Xinyu, also held a similar point of view. He believes that SaaS is the reform of digital tools, and DaaS is a tool for digital reform. The traditional SaaS is mainly the transformation of the workflow, and the essence of DAAS is based on data -driven as a growth engine to comprehensively reconstruct the business flow, data flow, and workflow of the enterprise. Data to make decisions and use the determination of data to help enterprises cope with uncertainty, thereby exerting a relatively large operating value.

It is not difficult to find that DaaS is included in Saaaa. When SaaS products are popular, the DAAS business has been attached to it, serving the business of the enterprise, but it is not as systematic and mature today. Circuit.

And DaaS is not a brand new concept. According to Hua Kun Daowei, as early as 2016, the concept of DAAS has been proposed, namely Hua Kun Daowei DAAS system, and provides enterprises with comprehensive data intelligent services. At the same time, the "China Data, Services (DAAS) Market Analysis 2016" released in 2017, which was released in 2017, also preliminarily demonstrated the domestic DAAS industry ecology at that time.

Of course, the origin of this concept is not of great significance. To this day, when the DAAS station is on the market, this track has changed substantially compared to the past.

On the one hand, the weight and order of data have reached a critical point of explosive. To put it simply, more and more business is driven by data, and the channels for obtaining data are becoming more and more complicated. Articles, video, live broadcasts, live rooms, etc.) and so on.

Mi Yun judged that at present, data can be done well, and data -supported marketing strategies will become the success or failure of business business. In this regard, they gave a set of data. In the marketing strategy of merchants, the selection factors should be 60%, the current material factors account for 30%, and the remaining 10%are pitcher factors and post -cast data analysis. factor. In other words, if a merchant wants to do a good business on a platform such as Douyin and Kuaishou, you must clearly clear the importance of selecting products and research materials, and learn to use data to do business.

On the other hand, the services and value provided by DAAS service providers have reached a high point. Like the selection problem mentioned above, there are four new e -commerce platforms such as Douyin shop, fast -handed shop, Du shop, and Tencent Maple Page, which are made of Miyun. The situation of a subdivision category, so as to give merchants the most comprehensive and real -time market data feedback, help them choose the best hot -selling goods that are currently sold and achieve operating growth.

Compared with earlier, at the DAAS track, both ends of the market supply and demand have entered a relatively mature stage. The needs and services around the data are becoming more mature, prompting the entire track to usher in this stage will soon usher in ushering in the stage. The explosive growth, the rise of the establishment of Ali Sheep, the rise of star manufacturers such as Miyun, Mai Cong Software is a signal. 02 Doing daaS business is a university question

Although DaaS is a subdivided track, it is similar to the generalization characteristics of the SaaS market, which is also a wide range of business fields. If it is divided according to different elements, such as application direction, technical differences, service focus, etc., many different vertical manufacturers can be divided.

In other words, using data to serve companies, there is a lot of knowledge.

1. Different data sources.

The trend of decentralization of Internet traffic is becoming more and more obvious. Even in the subdivided field, no platform can monopolize the entire network traffic. Taking e -commerce as an example, Taobao, Tmall, JD.com, and Pinduoduo have already precipitated their respective traffic pools. Then there are new e -commerce platforms such as Kuaishou and Douyin entry strongly, and the traffic on the entire network has been continuously diverted. Data represented by traffic comes from different platforms. It is obvious trend.

From this, if you want to use the data, you must be aware of the differentiation of the data source. At present, on the DAAS track, the source of the data is divided by a variety of divisions, and the common can be divided into first -party data (ie, the business data of merchant customers, etc.), second -party data (data generated by service platforms, etc.), third parties Data (other public data, etc.).

In this way, the difference between DAAS service providers can easily distinguish. Manufacturers such as digital technology, Shenzhi data, etc. are mainly based on the first -party data provided by merchants to analyze user analysis services. If Ali Sheep wants to serve Taobao and Tmall retail merchants, it is based on its own retail platform The second -party data generated to provide wider data services.

Mi Yun more relies on third -party data to provide DAAS services and provide different solutions for different customer bases. For example, for the Internet customer base, there are Miyun and Global Mobile Advertising Information Analysis Platform AppGrowing. You can track 20+ global traffic media and 80+ China traffic media advertising data in real time. , Advertising agents quickly grasp the advertising information of competing products, peers and overall markets, and effectively enhance the launch of ROI; for domestic new e -commerce merchants, the new e -commerce marketing big data analysis platform has been counted. Digital technology drives the full -link process of "scientific selection, material reference, and efficiency" of new e -commerce merchants, helping merchants to achieve sustainable business growth in business.

Second, the degree of refinement of data is different.

The concept of data is generalized. Any information that flows at different times, different locations, different channels, etc. can form data. According to the different service orientations of DAAS service providers, the refined monitoring, screening and application of the data are also There are differences.

For example, Mi Yun is more focused on data monitoring at the level of marketing creative/advertising material. Compared with similar competitive products such as hot cloud data, and the majority of large -scale industries, the industry is more complete, the data is more refined, and the monitoring is realized. The full link is opened. The main product of Jiyun Data is to monitor products by its attribution.

Third, the direction of data services is different.

It is not difficult to summarize, the data sources are different and the data is refined, so the final data service direction of each DAAS service provider is also different. For example, the hot cloud data is good at attractive analysis. The main product of its main product Trackingio can help customers accurately attribute through all -round monitoring, such as user clicks, installation and startup, and paid, so as to make corresponding and correct market releases.

And Mi Yun is currently focusing on the marketing creative link, which has created a relatively complete product matrix, such as the new e -commerce marketing big data analysis platform, the global e -commerce advertising data and selection platform, GOODSPY, the global mobile advertising information information Analyze the platform appgrowing, etc., to promote the scale, standardization, and visualization of marketing links, presented on the BI Kanban, and clearly feedback to customers which marketing creative data is better, which is more conducive to selling goods, and then promotes the continuous innovation of marketing creativity.

Overall, the matter of using data is still very complicated. As a result, the business potential that DAAS can excavate is difficult to estimate. This is a huge "gold mine". Whether it is a DAAS service provider or a corporate customer, this is the case.

03 Another "high barriers" vertical track

The DAAS track is a visible "gold mine", but it is not necessarily everyone can dig.

A series of actions around data, such as advertising data acquisition, data processing, and data applications, all have higher and higher industry barriers.

For example, at present, the advertising of merchants is basically dynamic and instantaneous, and the content of each person sees is different, showing the characteristics of thousands of people. For DAAS service providers, how to capture these dynamic data has become a trend and problem in the industry.

Furthermore, market demand is becoming more and more complicated. What customers need are not just about data, but the business needs of customers.For example, Mi Yun integrated three products of its own fast -election, investment steward, and CC data into new e -commerce marketing big data analysis platforms this year.A series of problems after the subsequent and subsequent instead of "closed doors" around the data monitored by their own monitoring.As a result, the DAAS track will be a high vertical market with high barriers. Those who can enter this track in the next time are either professional players who have been a few years, such as Miyun, Hua Kun Daowei, etc.Either it is a giant company that provides data services to merchants, such as Ali.

Under this trend, the entire DAAS track will further mature.The value of data will be further seen by the market and become an important basis for future business development.

*The pictures of this article are from the Internet

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