Mr. Cai commented on big data (15th): What is data-based operation?

Data-based operation discussion (1)

Modern marketing theories represent 4 P theories. 4 P refers to products, prices, channels, and promotions. Its core is products, and other elements are centered around products, in the 21st century, people proposed the 4C marketing theory, including consumers, costs, convenience, and communication. The core of it is that users are consumers and everything is centered on consumers, this is also the core idea of marketing strategy of most enterprises.

Society is advancing, and the 4C theory has come to the big data era. The industry situation is that fierce market competition, increasingly strict marketing budgets, and mountains of massive data, forces enterprises to find more suitable marketing ideas and methods. Currently, 3P3C is the mainstream theory in the industry, including probability, product, consumer, idea, channel, and cost price. Here probability is the core, it is the target response probability supported by data analysis and data mining technologies. On this basis, other factors jointly promote the continuous improvement of data-based operations until the final success.

The prerequisites for implementation of data-based operations include: "enterprises' massive data storage and processing capabilities, refined operations, data mining and analysis technologies, and support and promotion by decision-making layers ". Data-based operation is a necessary process from traditional extensive operation to refined operation. It is a necessary means for enterprises to maintain the core competitiveness of the market in the big data era. To carry out data-based operation, all personnel of the enterprise must be involved, cooperation.

Tip: The target response probability should not only be a response probability similar to the predicted response model, but also be a broader meaning. Macro understanding isThe overall probability or possibility of a specific consumer group can also be viewed as the response probability of a user.

Based on the operation plan and budget, the right marketing activities are carried out by selecting consumers with a response probability score, which can effectively improve the efficiency and effect of market operation. Therefore, we come to the conclusion that 3P3C Theory determines the main factors and sources that affect the operation effect, it helps marketing, sales, management, and technical personnel quickly understand the thinking dimensions and focus in the actual situation, improving the decision-making efficiency.

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