Big Data: Make Network marketing more "smart" Big Data: Let Network marketing more "smart"

Netizen Liu Yang came to a shopping mall to choose the bag, looked for a while found no suitable. The next day, while watching other news sites, I saw the package ad again. Then the desire to buy. "Strange, yesterday still feel general, today but feel quite like." Liu Yang said.

This repeated follow-up recommended technology, is the marketing company developed the so-called "visit positioning" technology, target users for marketing again, its precise effect is much better than other directional technology. Behind this is the data analysis at work, and the use of data in marketing is changing the traditional way of communication and consumer insight. This requires enterprises in the dissemination process, more accurate to find their target users, grasp the user behavior characteristics.

2013 will be a big data explosion year, as the data and technology as the driving force of Internet marketing, large data will bring great application value, but also in the advertising marketing level to help companies do a better job.

Recently, Masahide Communications Group and Baidu strategic cooperation to become the first and Baidu to reach a strategic partner of the advertising company, the two sides will focus on Baidu consumer search insights in the field of in-depth exchanges and cooperation; in the near future, friends have launched a network marketing for small and medium-sized Enterprises "friends big Abacus", Small and medium-sized enterprises can also use large data to carry out network marketing.

Embrace Big Data

In the traditional media age, the number of TV stations is hundreds of, the number of newspapers is thousands, the number of magazines is thousands of, and in the internet age, the number of Web sites is millions, the number of netizens is hundreds of millions, and each site on each day interactive behavior is countless, so the Internet information and data is massive.

"The data are staggering, and how to tap into the rules behind these data needs to be obtained by technical means." The significance of mass data is that, although the appearance is complex, but from the nature to see, it is very simple, find the law behind the data will be the communication and dissemination of value. "Friends of the interactive joint founder Chepeng said.

In Chepeng view, whether it is Baidu, Tencent or Taobao, Sina, each platform has a large number of data, even a single media platform, its data also reflects the various acts of netizens, such as Baidu's platform on the display of a variety of Internet users and search-related behavior, and Taobao shows the user's purchase behavior, Sina's platform can see netizens ' reading behavior.

"I think these actions are very valuable, the difference is that the media have different interactive behavior, if the data of these different platforms together, we will fully grasp the Internet users behavior, these behaviors, including network behavior, purchase behavior and click Behavior." "Chepeng said.

Baidu Search Engine Marketing department general manager Liu Wei told reporters, last year, Baidu put forward a marketing concept of the CIW, which is also in the integrated marketing proposed, the CIW is Baidu critical time search methodology: First, based on large data insights; second, based on the understanding of consumers, Select the media and provide marketing strategies and communication strategies; The third is how to conduct a better value assessment.

"Baidu before the accumulation of data to do a lot, but how to apply these large data belong to Shari, how to do better for corporate marketing help, at present we are working together to study the data." Liu Wei said.

For many domestic third-party marketing communications agencies, it is difficult to like Ogilvy and other large media groups directly buy and buy formed data companies, but still can be embraced in other ways "big data."

For Baidu and Masahide communication strategic cooperation, Masahide Communications Vice President Zhu Honggang feel through Baidu to masahide dissemination of open data, can make up for the existing research data in Chang Rong Online search data deficiencies, deepen consumer insights, improve the enterprise in the marketing process brand positioning or communication strategy problem efficiency, To provide enterprises with better quality and more accurate dissemination.

Get large data in different ways

In the future, the distribution of marketing expenses, in addition to some brands, most of the delivery will be under the guidance of large data generated. Where is the distribution of consumer groups in the enterprise? Where are the potential users of the enterprise? Find out where they are distributed through big data, and then use the creative delivery format to make them fans of the business and form sales.

In the era of large data marketing, any drop in the number of clicks, conversions and sales will be presented in the form of data, and how to use the value of large data, for third-party organizations, are "technical" challenges. "Platform companies have huge amounts of data, but they don't usually analyze data, and the analysis and mining work is usually done by DSP (Digital signal Processing company)." "Chepeng said.

In the age of large data, platform companies accumulate large data, but the specific application and analysis is the third party's data marketing agencies and traditional marketing companies, where there are a number of different camps, Baidu vice president Zengliang told reporters that in Baidu's cooperative camp, there are several different types, One is that many traditional integrated agents are now also building their own search engine team, large data studies, such as some international communications groups, have quickly made up for their own short boards in this area by acquiring sophisticated data companies, such as the Austrian-American group, the ITU group, and some traditional agents for search engine marketing, They are also willing to provide comprehensive services to customers in addition to their contacts with customers outside the internet industry.

"Like masahide spread such a traditional agent company, now also fancy the internet media this piece, they have a stronger will to do online integrated marketing." We in the data research, the service customer way aspect, on-line on-line launches the media to launch the mode to have the resources, the two sides join hands to The advertiser is very good matter. Baidu vice president Zengliang said.

But like the product friend interaction such pure technology type DSP, its origin is based on the big data. "The core of Big data marketing is data mining and computing, based on massive Internet data, so the concept of cloud computing is naturally being introduced into this field." "Chepeng said.

The problem of data security and privacy, in fact, there is no good solution at present, the global President of the United States steveking think this needs to find a balance, on the one hand users need personalized information, which comes from the user's online behavior insight; On the other hand, users don't want this information to interfere with them, It needs to establish a balance relationship. And this depends on technology can also be solved.

Mining large data with technology

A car customer hopes to be interested in the car in Nanjing for the 20~25岁 male netizens to carry out product promotion, transmission technology using Samdata for user behavior search, through the relevant keyword search, find out all meet the target audience of the page, so the high degree of aggregation, the page will be automatically enumerated, Through the advertisement platform Mediamatrix to the user, according to the cost and the contact frequency comprehensive consideration, carries on the launch.

Through this user behavior search, in Nanjing found nearly 200,000 eligible user samples, and then to the form of rich media to target users, will be limited to show the frequency of 6 times, the final comprehensive hit 1.5%~2%, enterprise customers to this time less than 300,000 yuan ads are very satisfied.

In fact, for a large number of data, how to perform operations and analysis, although it is a very technical content, but different companies have their own core competitiveness. For example, the third party in most digital media, when studying the behavior of netizens, is followed by cookies, using cookies as labels to track the behavior of users.

In general, digital marketing companies will be classified for the audience database management, through the search engine, cloud computing technology, analyze the user database each user's webpage browsing record, extract the main text keyword, find the user interest point, then carry on the user attribute to undertake many trades big class, hundreds of product small class subdivision management.

In fact, we analyze the life from three latitude to analysis: the first is the demographic attributes, these attributes from the login user information, such as name, age, gender, occupation, income, etc., the second is the geographical attribute, the third is the psychological system level of the attribute. Liu Wei told the reporter.

To give a simple example, advertisers through the way of television media to stimulate interest, the first behavior of interest may be on the Internet search, search for more accurate information, and then after the search generated click and guide consumption, which is a very effective cycle.

"What we need to do is to be able to combine these actions effectively to guide our customers, and to do the same, whether they should be on the search engine and what keywords to search for or combine." In fact, such things are calculated through data integration, the customer to develop a Cross-media integration strategy more effective. Baidu vice president Zengliang said.