Data is the most fundamental advantage Obama has to beat Mitt Romney

Indeed, the re-election of the American http://www.aliyun.com/zixun/aggregation/36584.html "> President Barack Obama has created a miracle: in the first 70 years of his victory, no U.S. president has been able to spend more than 7.4 per cent on the national unemployment rate. % of the case for re-election success; and his rival Mitt Romney's series of "Guild Wars" has also made the entire election process confusing! We and no matter who is politically wise, but when it comes to getting more voter support and how to get them to pay, The Obama team is definitely smarter than the Romney team: Obama and Mitt Romney have received nearly 1 billion dollars in fundraising, and its online fundraising is twice times that of Mr. Romney, who spent less than 300 million dollars throughout the campaign, while Mr. Romney lost nearly 400 million dollars, and Mr Obama finally won the election by 303 votes, Nearly 100 votes were higher than Mr. Romney, and in a poll a week before the election, 55% of the respondents thought Romnibio Bama had a more futuristic outlook!

This string of figures clearly reverses the law of presidential elections in American history: The more money is raised, the more likely the odds are, and who will win the more money they spend. The Obama team was able to achieve a subversive victory because they did three of the most fundamental goals: to get more people to pay more, to get more voters to vote for Obama, to get more people involved! This is due to their perception of the electorate as "microscopic": what is the most likely factor for each voter to be persuaded? Under what circumstances will each voter be most likely to pay? What kind of advertising channel is the most efficient way to get target voters?

Through these analyses, the Obama team developed a strategy that won the support and donations of a large grassroots constituency, with a poll showing that 80% of American voters think Obamabi Romney makes them feel more attached to themselves. As a result, of the first 100 million dollars the Obama team raised, 98% per cent came from small donations of less than 250 dollars, compared with only 31% for the Romney team, which raised the same amount of money.

What makes all this "micro-intelligence" possible is data. As campaign commander Jim Messina Jim Messina, the assumption that there is no data to support the entire campaign is rare. The Obama team's use of data-mining technology in U.S. political politics has won told us an indisputable fact: today, we have entered a "micro-competition" era, in the fierce competition in the market, who can deeply understand each of his users personalized needs, who can beat opponents in the competition, to win.

In fact, many international business giants have quietly practiced the "micro-competition": Get to know each and every one of their users and provide them with personalized services. They have achieved great success in the market, with U.S. President Barack Obama, who is now the world's largest media, elected expatiating: Data mining.

Understand what users want, and you'll know how to get them to open their wallets.

To raise 1 billion dollars in the campaign, Obama's data mining team over the past two years to collect, store and analyze a large number of data. Later this spring, they noticed that movie star George Clooney was very attractive to women between the ages of 40 and 49 on the West Coast: they were undoubtedly the most likely group to pay for dinner in Hollywood with Clooney and Obama. Clooney raised millions of dollars in campaign money for Obama at a fund-raising dinner at his mansion.

Then, when the Obama team decided to look for a movie star with the same appeal for the female community on the east Coast, the data team found that fans of Jessica (Sarah Jessica Parker, Sex and the city) also liked contests, small banquets and celebrities, so A "competition" for dinner with Mr Obama was born to compete for a meal at the Jessica West Sanlitun mansion in New York. The "Clooney effect" was successfully replicated to the East coast.

Through the analysis of the fans ' information, the Obama team succeeded in satisfying their desire to have dinner with their favorite stars and successfully opening their wallets. Similarly, smart marketers build models by analyzing the history of their purchases, and tailor their future shopping lists to design promotions and personalized services that keep them paying for them.

It happened earlier this year when a man broke into a target store near his home (Target is an American retail supermarket): "How can you do this!" The man yelled at the store manager, "you gave my 17-year-old daughter a coupon for a baby diaper and a baby stroller, and she's 17 years old!" The store manager did not know what had happened and apologized to the comer immediately, indicating that it was a misunderstanding. However, the manager did not realize that the company was running a data mining system.

One months later, the angry father telephoned to apologize because Target's baby product promotion was not a mistake, and his daughter did get pregnant. In fact, Target creates a model of how women's buying behavior changes during pregnancy, and if a user buys baby supplies from their stores, target will periodically push the product to those customers in the next few years based on the baby's growth cycle. So that these customers form a long-term buying habits.

Understand the behavior of the user, you can spend the least money to do the biggest thing

Throughout the campaign, the Obama team spent less than 300 million dollars in advertising costs, while the Romney team spent nearly 400 million dollars in the defeat, because Obama's data team on the purchase of advertising decisions, is a rigorous data analysis before the formulation. "We can find target voters through complex modelling," said one official. For example, if Miami-Dade's 35-Year-old woman is our target, then there are ways to cover them. "As a result, the Obama campaign has bought ads on non-traditional programs, such as the April 23 TV series" Sons of Chaos "," Walking Dead "and" The Bad Girl in apartment 23rd. " The Chicago headquarters said that on the television platform, 2012 's advertising purchase efficiency increased by 14% compared with 2008.

In business, the data analysis as the support of the decision, also let the business gain a lot of benefits, Tesco is an example. As the world's second-largest retailer (after Wal-Mart), the UK supermarket giant has benefited enormously from the analysis of user behavior. From the user purchase record of its membership card, Tesco can find out what a user is a "category" of guests, such as fast food, single, family with school children and so on. Such a classification can help Tesco design personalized services, such as e-mail or mail to the user's promotion can become very personalized, store shelves and promotions can also be based on the surrounding people's preferences, consumption time to more targeted, so as to improve the flow of goods. This is a lucrative reward for Tesco, which can help Tesco save 350 million of pounds a year just by promoting one market.

(Responsible editor: The good of the Legacy)