Data + technology bidirectional drive electric business marketing development

In the recent "fourth session of effect integrated Marketing Forum" sponsored by Yili Company, the paper reports that the 2012 China Electric Network Marketing market will reach 20.43 billion yuan, and the market growth is 68.3%; by 2015, China Electric Network Marketing market will reach 48.87 billion yuan, compared with the 2011 Annual market growth rate of 41.6%. This shows that the electric network marketing market scale is very large, and data and technology in the promotion of Electronic business marketing scale development will play a huge role in promoting.

Using Data to guide operations

Public comment Chief traffic Officer Lu Xin said: "The data itself is a very large gold mine, see how you dig." "For the data how to use, Lu Xin Introduction, from the public comments, through the data analysis, they know what the user is interested in what restaurant, interested in what kind of cuisine." and through the analysis of some location information, you can probably know the scope of the daily activities of users, work in which location, the time to eat a restaurant every day. Based on the location of the user's interest, recommend a suitable place to eat, for users this experience better.

"From the marketing point of view, data analysis for a marketing staff is a must." For example, in the various channels of advertising, the value of the delivery must be understood, there is a direct measure of data, including the value of each of the evaluation of the media. "Lu Xin introduced.

If a company values data and attaches importance to the role of Business Intelligence (BI), it is necessary to establish a complete data system. Using data to guide the operation of the electric business, using data marketing to obtain users.

"To the day product network for example, first, regardless of the introduction of daily traffic in the case, there will be a brand more than another brand click rate of the situation, we will be low click rate of the brand to adjust." Second, monitor the user's behavior after the click, and how much conversion rate of purchase. Third, monitor the sales speed and inventory matching degree. For example, Nike will be snapping up the tide, a short period of time will be a lot of users to buy, at this point in the sales speed and inventory depth to set up an early warning line, the rapid sales of the brand down, the stock conversion rate is not high brand to the top. This is the use of data tools to guide the way of operation. ”

Use technology to improve efficiency

On the relationship between data and technology, 58 of the same city vice president Zhangkuang said that the data can solve the 60% problem, if you want to solve more problems, we must rely on technology. But without solving the 60% "data" problem, relying solely on 40% of the technology is useless. For example, Baidu's original core income is from the data. But now Baidu has gone beyond this stage and started spending tens of millions of dollars to solve the remaining 40% of technical problems.

Turning to the role of technology in the marketing of electric dealers, Zhangkuang that, from the current stage, data is more important than technology. The future phase may be more important than technology. Therefore, he said, now the first task of electric business marketing is to solve the data problem, the second is to put technology, the third is not to ignore the main advertising factors.

Tesco market director Xu that technology in the promotion of electrical marketing has a lot of methods, can play a big role.

Xu introduced, the earliest marketing belongs to buy traffic marketing, this is the most original method, such as Sina, Sohu to buy traffic, these traffic some useful, some useless, this is the most mechanical. The second generation of marketing is buying orders.

"Third-generation marketing is the advertising demand side platform (DSP), including marketing, this category is to join the technology." "Xu For example," Now with the DSP cooperation, in the ad site can be targeted at once visited our website users to do some recommendation. For example, users have clicked on a pair of shoes on the internet, but he did not order, then we will recommend to him the shoes related to this pair of other styles. The same short boots, the current inventory is satisfied and the purchase conversion rate is the highest of the top three inventory units (SKU), we will automatically recommend to the user, the user may be the purchase order. And this recommendation only has visited the excellent purchase site This pair of shoes talent can see, this is the technology to promote marketing efficiency. ”