How do business giants play big data?

In the dark rush of big data-driven business revolutions, either learn to use the leverage of big data to create commercial value or be eliminated by the http://www.aliyun.com/zixun/aggregation/13873.html "> Data-driven new generation of business."

The first story about big data took place at Target, the second-largest supermarket in the United States. Pregnant women are a very high customer base for retailers. But they usually go to specialized maternity stores instead of buying pregnancy supplies at Target. When people mention target, they tend to think of daily necessities such as cleaning supplies, socks and toilet paper, but ignore everything the target has for pregnant women. So what can target do to keep this segment of customers out of the hands of the maternity products store?

To this end, target marketers have turned to Andrew Pole, senior manager of Target's customer data Analysis Department (Analytical Services), asking him to build a model Confirm them in the 2nd trimester of pregnancy. The birth record in the United States is open, and when the baby is born, the mother of the newborn is surrounded by a deluge of product offers, and Target is late for action and must be in the 2nd trimester of pregnancy. If Target is able to find out which customer is pregnant before all the retailers, the marketing department can send them a tailored maternity offer early on, outlining valuable customer resources.

But pregnancy is a very private message, how can you accurately determine which customer is pregnant? Andrew Pole thought of a registration form for the baby shower at target. Andrew pole began modeling and analyzing the consumer data of the customers in these registration forms, and soon discovered many useful data patterns. For example, the model found that many pregnant women at the beginning of the 2nd pregnancy will buy many large packaged fragrance-free hand cream, in the first 20 weeks of pregnancy to buy a large number of supplements calcium, magnesium, zinc, such as good health products. Finally, Andrew Pole selected 25 typical consumer data to build a "pregnancy prediction Index", through which target can predict the client's pregnancy in a very small margin of error, so target can send a pregnant woman's offer to the customer early.

Would it be scary for customers to receive such an ad? Target was smart enough to avoid the situation by mixing the promotional ads for maternity supplies with a host of other ads that are not related to pregnancy, so customers don't know that target knows she is pregnant. In secret, Target's offer of this kind of preferential advertising indirectly caused an ignorant father to accidentally find his high school daughter pregnant, the matter was even reported by the New York Times, the result of target data of the great power of the United States.

According to Andrew Pole's big data model, Target has developed a new advertising marketing program, resulting in explosive growth in Target's pregnancy supplies sales. Andrew Pole's large data analysis technology has been extended from the customer segment of the pregnant woman to a variety of other customer segments, from 2002 to 2010, when Andrew Pole joined target, target sales rose from $44 billion to $67 billion.

What we can imagine is that many pregnant women, unaware of the situation, have become the target's perennial loyal pump, and many maternity products stores are bankrupt without knowing it. Unaware of the background, the big data is driving a strong business revolution in the dark, businesses will sooner or later have to face a problem is: in the unaware of the rise, or in ignorance of the demise.

Who's the big data?

Big data is hot, but few people can say what big data is. To really figure out what big data is, we first have to see how target collects large data.

Whenever possible, Target's large data system will give each customer an ID number. You swipe your credit card, use coupons, fill out questionnaires, mail return orders, call Customer service calls, open AD mail, visit the website, all of which will be recorded in your ID number.

And this ID number will also be taken with your demographic information: age, whether you are married, have children, live in a city, address from Target, salary, recent move home, credit card in your wallet, frequently visited URLs, etc. Target can also purchase your other information from other relevant agencies: race, employment history, favorite magazines, bankruptcy records, marital history, home purchase records, school records, reading habits, etc. At first glance, this data makes no sense, but in the hands of Andrew Pole and the Customer data analysis Department, these seemingly useless data burst into the powerful power of the foregoing.

In the business world, Big Data is a collection of data about consumer behavior that is collected as target. These data transcend traditional storage methods and the capabilities of database management tools, and must use large data storage, search, analysis and visualization technologies (such as cloud computing) to tap into the great business value.

(Responsible editor: The good of the Legacy)