Digital Marketing in the Big Data Era

From April 26 to April 27, 2013, the World Of Tech (WOT) brand of 51CTO Media Group held the 2013 Big Data Global Technology Summit at Renaissance Beijing Capital Hotel . The summit will focus on the big data infrastructure and ecosystem of upper-level applications, discussing solutions to problems caused by large-scale data, exploring solutions to big data-based solutions, and stimulating the competitiveness brought by data mining to make the data sound. The following is the summit report:

2013 Big Data Global Technology Summit Topics

Lu Danfeng graduated from Peking University, with a master's degree in applied mathematics, once published in the first author of SCI image processing direction by Springer included, the core algorithm has been repeatedly cited. Joined AdMaster in early 2011, is responsible for leading the company's product development and data analysis. After entering the company, formed and is responsible for leading the management of Beijing R & D team, is also responsible for advertising, public opinion and other company's core product line architecture and research and development. In 2005, Introns Tech was co-founded to manage product development and focus on quality diagnostics of large websites. In 2008, Joined Digital & Digital, a subsidiary of Japan Telecom's subsidiary in China, and a team responsible for managing the IT department, were responsible for research and development of digital media selection tools.

At 51CTO big data global technology summit site, Lu Danfeng and field users to share on the big data applications in online digital marketing big data technology.

The following is the live report:

As the saying goes, somewhere, there are rivers and lakes. And now we can also say that where there is, there is marketing.

Marketing has infiltrated all aspects of Internet life, the common marketing methods in our lives today are:

1. Display Advertising: Display ads are the most common form of advertising that has long been the most important source of income for major portals.

2. Search Engine Marketing: For example, Baidu / Sogou / 360, these companies have more than 40% of Internet advertising revenue comes from this.

3. Video Advertising: This is by far the most popular but also the most expensive way in the future is likely to face a number of other ways the trend of consolidation.

4. Weibo / SNS Marketing: The advantage of Weibo marketing is that it has a large user base, especially some V-certified enterprise Weibo with a large fan base (but also a lot of zombie powder).

5. Full Process Marketing and Real Time Bidding Ad (Ad Exchange, DSP, DMP).

With the popularity of the Internet, online digital marketing is still an important part of business promotion. Rich media forms, complex routes of transmission, huge amounts of data, heterogeneous network data, accurate, real-time, high-dimensional analysis are increasingly becoming problems and challenges in line data marketing. At the same time, how to mine large data Guiding information will also become a very important issue, from the above point of view, we urgently need to find the current big data solutions.

So, what exactly is digital marketing? Digital marketing refers to marketing that uses the Internet, computer communication technology and digital interactive media to achieve marketing goals. Digital marketing will use advanced computer network technology as much as possible to seek for new market exploration and new consumer excavation in the most effective and cost-effective manner. This is the goal of digital marketing, with the lowest cost, the fastest, most accurate way to get to the market and reach the target population, in order to realize the value and goal of the enterprise.

China Internet daily exposure data? What is the daily exposure data of AdMaster? Twitter / Weibo users generate hundreds of millions of microblogs every day from different channels. And so on a series of high-dimensional analysis involves the decomposition of high-dimensional matrix, AdMaster How to deal with such a digital marketing is how to do?

This is done in AdMaster. The storage is divided into detailed information and statistical information, of which the main support for the details is Log-user request details; HDFS-cleaning processed details; Hbase-cookie information / Weibo user relations; Mongodb and others; There Redis, Mongodb, MySQL / PostgreSQL. AdMaster real-time computing focused on millisecond-level real-time delivery decisions, real-time statistics website PV / UV, abnormal monitoring of advertising CTR and microblogging emotional determination of these four points.