Are Chinese enterprise users ready for big data marketing changes?

In the afternoon of Friday, I had the opportunity to participate in the Harvard Business Review and IBM organized the "Big Data era of marketing change" seminar. I also harvested a lot from this meeting, and the most important thing is today in the face of the media, enterprises for the big Data era of the Crazy Bang, in the enterprise really do marketing people, how to look at large data?

This seminar, the Harvard Business Review invited many representatives of the business community, there are traditional, but also the internet upstart. Although different enterprises for the application of data is different, but one thing is certain, we all know that the data is valuable. But there are very few people who really know the value of how data is mined.

Here are a few points, through the representatives of the participating enterprises, I see Chinese enterprises in the face of the coming big data marketing changes, some must face and solve problems.

1, the company's strategy and objectives are not clear, but also do not know how to achieve the goal

The transformation of large data marketing is about the transformation of enterprise marketing, that is, the original enterprise to its own products and services as the center, into customer-centric. The transformation of marketing should be consistent with the overall goal and strategy of the enterprise. If the marketing department does not know what the future goal of the enterprise is, naturally do not know how to achieve the goal, and will not know how to obtain data and use data. In fact, for large data benefits of the attempt, do not have everything to bloom, even if the local small goal of the attempt, as long as the effect, will have a role in promoting the overall.

2, how to accumulate data, and how to accumulate data is not clear.

Know the importance of the data, but do not know what data should be accumulated. In fact, the most effective way is to start focusing on customer satisfaction data collection. If a business is not very clear about the customer satisfaction of buying their own services or products before, what is the transition to customer-centric? Enrich and update existing customer data, it can be said that the enterprise urgent. The second is the need to collect customer behavior data. The volume of these data is large, but because it is spontaneous, it is easier to analyze the customer's real purchase intention. and customer behavior data collection, requires enterprises to increase contact with customers channels, only the traditional media boast propaganda, is obviously not enough, most of the enterprise is one-way transfer. Only the customer's reaction to the enterprise has real value.

3, the use of data just to meet the needs of enterprises to profit, completely disregard the interests of customers.

In fact, large data marketing, if not, will hurt the credibility of the enterprise itself. In fact, the big data marketing changes in the original intention is to customer-centric change, and all this premise should be respect for the customer first. Many enterprises in China these years do not pay attention to the use of customer information and confidentiality, has made it more and more difficult for enterprises to obtain real customer data, of course, garbage data can not bring all the profits. The meeting, in fact, found some seemingly large insurance companies, actually talked about the hope and other companies to share their VIP data. In fact, the idea has touched the Civil Information Protection Act from the outset, and not to mention the chain effect behind it. While people say that big data marketing is a combination of technology and art, the core is how you look at your customers.

4, the existing data analysis and use is not sufficient.

Many companies actually have their own customer data, such as many of the scorecard we see. But even at present, the enterprise accumulated many years of customer data, has not been effectively developed and used. On the one hand, enterprises lack the corresponding talents, but there are many fine management work and did not really do solid. Companies are busy expanding the market to attract more customers, while the use of existing customers is far from enough to tap. and the management system of Chinese enterprises and the Chinese government's management system is the same, many enterprises are fragmented, because of the different KPI assessment standards between departments, the department collected data can not achieve the whole company-wide sharing, but also to the data reuse and value mining brings great cost pressure.

Of course, this is just a little bit of a shallow feeling I got from the forum. In the big data age of marketing, businesses need to redefine what is the most valuable customer. And the most important thing is whether the consciousness of enterprise managers really turn to customer-centric. After all, large data is a new technology, but also the beginning of a new era, all people will be with the development of technology and the progress of the times, there is a continuous learning and understanding of the stage. But when we can find solutions from some of the problems that are now exposed, we can make our learning process smoother.

(Responsible editor: The good of the Legacy)