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数加 · ET大脑
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阿里云数加案例-美甲帮
美甲帮APP目前有几百万的用户，然而不同用户喜好和动机不同，譬如是想提升美甲技艺，还是想通过美甲图片选款，或者是想在商城里购买美甲产品，如何挖掘用户需求并以此进行精准化营销或个性化推荐，提升客户体验同时又可以增加收入，这些都是美甲帮最关注的问题。
解决的问题： 1.通过阿里云数加的计算能力实现了针对百万用户的精细运营。
2.业务上更敏捷、更智能、更具洞察力。 3.快速响应新业务的数据及分析需求。
关于美甲帮美甲帮是牧云网络旗下一款专注美甲行业的社区型垂直电商APP，其核心业务包括美甲资讯、美甲行业认证、培训教学、商城、招聘等板块，目前已汇聚全国80%的美甲师，覆盖国内90%的美甲店，数以百万计的美甲从业人员和爱好者在此学习交流分享，是广泛覆盖专业美甲领域用户的移动互联网产品，也是国内深受美甲从业者喜爱的的最大的专业美甲社区以及最大的美甲线上商城。 美甲帮已经在“社群经济、培训营销、平台商城”基础上，向“社群、平台、国际、生态”进化，打造“超级生态链”企业。小小的美甲行业被美甲帮玩出了天价，这也为目前以获取女性消费力为主题的互联网业界带来一个新的业务模式。美甲帮的使命与愿景是：提升整个美甲行业的创业环境及经营能力，不断降低创业门槛，帮助小微女性创业者成功，并与其共同成功。
挑战美甲帮的主营业务在商城方面，截至目前已经拥有百万级别的用户，积累了大量的用户数据，如何更好的服务用户并提升客户体验是美甲帮进行大数据探索的出发点。目前存在的挑战为： 1.如何更好的洞察用户并提升客户使用体验。美甲帮APP目前有几百万的用户，然而不同用户喜好和动机不同，譬如是想提升美甲技艺，还是想通过美甲图片选款，或者是想在商城里购买美甲产品，如何挖掘用户需求并以此进行精准化营销或个性化推荐，提升客户体验同时又可以增加收入，这些都是美甲帮最关注的问题。 2.如何更好的为业务赋能，提升业务洞察能力，主要包括对于业务的有效监控以及相关业务的数据分析方面。 3.如何“随机应变”。“作为一个创业公司在公司发展的不同的阶段对于数据的需求是不太一样的，就是在初期的时候，公司可能关心的只是活跃用户有多少，覆盖面有多广，覆盖率有多高，在市场上的竞争环境和地位，但是当推出新业务的时候，需要立即去评估它的效果，对于数据分析人员来说，就意味着我们要及时的去采集并快速处理对应新业务的数据，这点对于初创公司来说是一个非常大的一个挑战。”美甲帮大数据负责人陈俊提到。
为什么选择阿里云数加之前，美甲帮曾经自购硬件设备搭建应用，在成本、稳定性和可拓展性存在很多弊端，所以决定采用阿里云云服务。经过对比，在成本方面，云服务的资源利用更大化，可以按需配置，通过资源高效利用使得成本得到很有效的控制；在稳定性方面，自己部署会碰到很多问题，例如数据会出现一些问题以致需要回滚，或者数据保存时会出现非常大的问题等等，而在阿里云上则不会出现这些问题，因此选择阿里云是一个比较稳健的选择；在可拓展性方面，阿里云会不断推出新的产品，有利于美甲帮进行功能拓展以及业务创新。 “数加对于创业公司来说是一个非常好的平台，可以在有限的投入下，充分地享受到阿里云已经有的技术和经验，站在巨人肩膀上，从而少走弯路。针对海量数据进行处理，也是一个特别有优势的地方。针对我们这种几百万用户的APP来说，数据的体量已经非常大了，一般的工具进行处理分析其实效率非常低下。”陈俊说到。 使用了阿里云的云服务之后，由于阿里云具有非常完整的产品生态，发现数加平台的功能完全可以替代市面上已有流行的数据分析和可视化软件的功能，而且和阿里云云服务之间有更好的兼容性和可集成性，因此采用阿里云数加作为大数据平台解决方案。
解决方案及架构美甲帮使用阿里云数加搭建大数据平台，主要应用在业务监控、业务分析、精细化运营和推荐四个方面。架构图如页面下方所示。 架构解读： 数据采集：数据源主要包括云数据库RDS、移动数据分析（Mobile Analytics）日志、服务接口调用的数据。以精细化运营为例，用户属性数据存放于RDS，用户行为数据来源于移动数据分析的日志数据。 数据清洗、处理：使用大数据开发套件DataIDE把分布在多个数据源的数据集合一起，进行清洗和加工。 数据分析挖掘：使用大数据开发套件DataIDE的定时任务调度功能，自动完成计算任务并将结果同步回传到数据库；IDE、机器学习以及R等工具主要解决具体的业务分析;MaxCompute用于海量数据的存储和计算引擎。 应用：使用DataV制作业务看板进行实时业务监控；推荐系统用于“千人千面”的个性化推荐；Quick BI用于业务分析；精细化运营用于用户洞察及精准营销。 美甲帮使用的阿里云数加产品及组件有：
o 大数据计算服务（MaxCompute）
o 大数据开发套件（DataIDE）
o 机器学习
o Quick BI
o DataV数据可视化
o 公众趋势分析
收益1.通过阿里云数加的计算能力实现了针对百万用户的精细运营。首先，通过精细化运营帮助美甲帮分析用户从哪些渠道进来，协助发现更多流量的来源和需要在哪些渠道加强投放；其次，通过用户对产品的点击、话题的讨论、内容的转发能方面进行大数据分析，帮助美甲帮有效的找到用户喜欢的兴趣点和接受内容的方向，方便企业在运营内容和形式上及时作出调整。最后，通过对用户新老观察分析，让美甲帮在做精准运营的时候掌握好用户的生命周期，知道什么时候该对什么样的用户进行内容上的营销，以及帮助企业找到激活老用户的方法。 2.业务上更敏捷、更智能、更具洞察力。现在美甲帮所有的业务监控，从日报、周报、月报乃至年报，都是通过数加平台的分析监控得到的。通过DataIDE定时任务处理数据，然后通过Quick BI对日常的业务进行报表分析，用DataV制作业务监控大屏。 3.快速响应新业务的数据及分析需求。“阿里云数加最大的优势在于阿里云是一个整体的生态，可以打通、共享阿里云上所有的数据，包括RDS上的数据、移动数据分析中的数据、以及日志服务投递的数据。所以我们在有新业务需求的时候，可以非常及时的采集和处理对应的数据。”陈俊表示。
美甲帮使用阿里云数加搭建大数据平台，主要应用在业务监控、业务分析、精细化运营和推荐四个方面。
建议选用：
大数据计算服务
大数据开发套件
DataV数据可视化
公众趋势分析marqueeId++;
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