"Big data" from the unknown, to be deified, excessive speculation has deviated from the understanding of the nature of big data. In essence, the data itself is not meaningful, sometimes in spite of the huge amount of data, but the use value is not large.
It can be said Google has the largest sources of data, it always wanted to know a person in every medium from brand awareness to take into account the last purchase, respectively, played what role. But even as Google in terms of advertising and search under a lot of effort, we can not paint a complete picture, because there are more other media is that it can not grasp.
So how can we get through all the media, drawing from the advertiser's point of view of a consumer's path to purchase, it is a big issue. More importantly, though a lot of data, but on the basis of different connection and integration of the data reflected the value will be completely different. If you want to continue to improve, with the method of connecting to different data from different levels are linked, together with the analytical tools, benefits will grow in a few times.
Matching data is wisdom, not mechanical
Big Data has broad application prospects in the marketing field. Marketing in the past used the "wide" broadcast form, consumers receive consolidated information. Now companies need to consider in addition to the media of "wide" broadcast, but also to consider personalized marketing groups and range despite facing relatively narrow. With the improvement of data processing technology, using big data to cover the entire market through narrowcasting technology has become a reality, the return rate is also higher.
Collecting, storing large amounts of data is the first stage of marketing data. Brand can be extracted bought tens of thousands of PM2.5 air conditioning user data in the member data platform, and the name and address of postal matching database to create a "look-alike" model. The second phase will be dedicated to data processing for different application needs. This model community where users can already buy air conditioning tens of thousands into several categories, and marked with labels. This product has a user's Shanghai A cell is marked by a series of labels. Then the data label map back to China Post's name and address database, find all cells have similar characteristics. In this sort of area 65 in Beijing alone. Beijing B cells is one. In fact, this data processing, a little "Like attracts like, people in groups" means.
Three dimensions of the data connection
Only data connection to create value. Any return on this business take the first step to get the business is bound to be enormous. Connection including what areas?
First, the brand competition and cooperation in connection
Businesses want to know their position in the minds of consumers, but only see the data consumers use the service in their own platform, understanding of consumers still flawed. If you can understand the behavior of consumers in the purchase of competing brands to understand their interest, and such data is relatively comprehensive and objective, but also allow businesses to better understand consumers.
In addition, the media, more and more consumers behave differently on different tracks media, we can help companies understand the differences in consumer product prices, terms of performance and experience. Due to the different characteristics of each media to attract consumers, marketers by means of the media and carry out to promote the brand and products to consumers. Therefore, competition between brands should break the data barriers, connected to each other in order to establish a comprehensive awareness of consumers.
Second, connect consumer data each dimension
How consumers make decisions? Why buy this product? Why are willing to spend so much money? Make researchers feel strange in the United States, why there are a lot of people to the Apple phone line out of the first day of eight hours, spent 400 buy a dollar value of $ 100 in just half a year later, and does not require line of mobile phones. If companies want to grasp the pulse of the market, always walk in front of consumers, giving them the most effective information and products, then you need to be connected. Connection requires humanities, behaviors, attitudes and scene data, the customer's lifestyle and interests among them.
Third, the connection between the consumer and the consumer
We are talking about each other consumer goods experience far beyond the limit of their range or group is located, but the data connection between the company and the company has not been achieved. Social media such that each individual sound is amplified, beyond the conventional concept of an individual. But in many companies in the database, including the use of analytical tools and models also tend to stay in a hypothesis, which assumes that consumers are independent individual, different people's buying behavior to be treated separately to express different data. So if an individual can not effectively contact with another individual and the relationship between consumer behavior, it will form the elephant.
How to connect it effective? We can use the means of decomposition and then integrated, that is broken down into a number of complex phenomena after separate feature, you can see the basic characteristic represented by the data, to really understand the future then reassemble the data. For example, a customer wants to buy a car, he is buying SUV, minivan or convertible? And what each product purchase channels, with what frequency buy, where to buy the habit, for these acts to decompose after the reorganization, will make use of data after the value doubled.
Big Data is a valuable resource, realize its value requires a lot of work, but more is needed businesses to change in concept, be able to realize the importance of the data connection.
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