Big data helps companies improve user standards

Large data projects can help companies develop strategies in different ways, but it is likely to have undesirable consequences if they are based on data collected with incorrect user standards. And even if most experts tell that some strategies are not omnipotent, some business decision-makers are still rashly adopting large data strategies, which have caused many difficulties and challenges.

Customer analyst Larry Freed in a http://www.aliyun.com/zixun/aggregation/13760.html "> Enterprise Application Report that data collected through the enterprise itself may not be useful." To take advantage of this data, organizations need to develop appropriate user standards and use the right tools to collect and process data. Freed that the biggest challenge for companies in terms of big data is that some information is not accurate in a huge amount of information.

"If I were to visit my terminal anonymously, including tablets, home computers, and company computers, the company could not recognize me as the same person," says Freed. Companies are collecting huge amounts of data, but some of the information will not only help but backfire. Organizations need to establish appropriate standards to understand the behavior of existing and potential customers and translate their activities into useful information. And to do so, companies may need to develop new standards.

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In the past, freed points out, companies used common criteria, that is, to divide customers into three categories-positive, passive and defamatory-and then fed back to business decision-makers who are "loyal users". But in practice over the past few years, senior officials have learned that such classifications are not accurate and that the strategies specified through such systems are not entirely effective.

The study found that the system usually treats users under the category "Detractors" as "unfaithful" customers, a standard that is inaccurate. In fact, most of these users attach great importance to the enterprise, so as to put forward seemingly negative feedback.

Companies can now use large data to set system standards more accurately to help policymakers formulate effective strategies.

Big data to build a better vision

Another report on CIOs highlights the fact that companies can use large data to build a better vision of existing and potential customers. The use of new standards can increase market share, sales and customer service quality, so that enterprises more competitive while continuing to attract customers.

The survey said that the accurate collection of huge amount of personal purchase behavior and preference information can bring business opportunities for enterprises of all sizes and make important reference for how to enhance customer service. Of course, executives must be proactive in ensuring that their big data plans are gathering the right resources.

In the next few years, opportunities to improve customer service, marketing and sales performance will attract a large number of companies to adopt large data practices. By using appropriate standards to accurately collect data from existing users and potential customers, organizations can tailor their policies to meet the needs of users.

(Responsible editor: The good of the Legacy)