How to improve the personality of big data services

In today's era of big data, businesses can learn more about consumers through a number of channels and can even understand what they need than consumers themselves. But in fact, very few companies really understand the depths of consumers, to give attentive personalized service, the enterprise is not enough intentions or the customer is too picky? In the data age, how companies should be better and faster to meet consumer spending Personal needs, to reach their psychological expectations? In the big data support, the company's personalized service will become more reliable, more popular?

The rapid growth of big data and the development of related technologies have brought new business opportunities to enterprises. At the same time, we should also think about how big data can change people's lives and how to change their business. Viktor Yiehler Schoenberg pointed forward-lookingly in the Big Data Era: Great Changes in Life, Work and Thinking , The biggest change in the era of big data is to change from a causal relationship to a related one. Why is it converted to what.

According to the forecast of relevant agencies, over 90% of business executives in 2015 will regard the information as a strategic asset, but less than 10% of the business executives can fully realize the economic value of the information. Because of this, in reality, many consumers will have this feeling: "I" has a real name, businesses do not yet know "I."

With the diversification of user needs, the previous complaining companies faced with customers can only swallow, because they have no source to understand the needs of customers. However, now in the era of big data, businesses have more opportunities to understand customers and may even understand their needs more than the customers themselves. Therefore, the support of a huge amount of data allows the personalized service of the past to have a better extension and greater value.

Large data also has the amount of gold points

For the average person, big data seems to be a long way away, but its power is everywhere: credit card companies track customer information, quickly detect funding swings and alert cardholders; and telcos track customer movements and regional push Travel or business information; airline service companies to send flight delay information timely ... ... These are inextricably linked with big data.

Statistics show that the amount of data accumulated globally over the past two years exceeds the sum of all historical records and is still growing at a rate of 40% per annum. In other words, the total amount of data in the world can be doubled every two years. What is the value of huge data in the end? What is the significance of its existence? This depends on how companies use it.

The data contains a lot of information, and the most commercial value is the consumer-related information. If you can collect accurate consumer information, then you can customize for them more personalized service, so as to understand them more than the consumers themselves. Of course, not all consumer data are treated as treasure, name, gender, age, and even income. They are outdated information. To say that they are outdated does not mean they are worthless, but basic information such as this is readily available.

Information is mobile and also changing, and it is most commercially viable for businesses to obtain dynamic information. Dynamic information can help companies understand consumer spending habits, such as whether they like online shopping or shopping, like shopping during the day or night shopping, what is the difference between their spending ideas, and when they will make irrational decisions.

Personalized service, old bottle of new wine

Standardization services have led to many well-known companies, whether it is catering, hotels, or travel industry, we can list a number of well-known brands. The so-called standardization of services refers to the services consumers enjoy after the standard restrictions and development, different consumers in the actual experience there is no difference. Standardization has greatly reduced the administrative costs of purchasing, manpower, service and the like for the enterprise. However, as the products and services become richer and the consumers have more choices, the merchants who follow the standardized service will find their customers Gradually lost.

Why did the customer leave and who did they choose?

The biggest drawback to standardizing services is that businesses treat all customers as one customer, and when customers find other services that meet their needs, they can easily become empathetic. In contrast, personalized services in the management of higher costs, but how much depends on the degree of personalization. Take Xiaobu feeding for example, it has a high standard of service flow, but at the same time according to different consumer needs to provide customers with two different experiences, one is the bar table-style small hot pot, suitable for 2 to 3 people Fast-food consumption, the other is about 4 large pot, suitable for multi-party, this is also a manifestation of personalized service. However, this degree of personalization is very narrow, it is still based on the compression management costs to enrich its type of service, companies want to reach thousands of people in the personalized service, have to rely on the huge data support and effective management .

Of course, thousands of people can personalize services in all walks of life, but the value of the data is still the number of industries and products related to the network. One of the biggest advantages is that enterprises can get online records of users in real time through technical support and provide them customized services in a timely manner. In mid-July 2013, IQIYI PC client full revision, the biggest feature of the new version is relying on data analysis, in the home page provides users with a comprehensive personalized video content recommendation. In other words, different users of the PC client will display different home page content, and are all interested in.

September 27, 2011, Haier and Lynx launched a user-defined television online activities. Customers can select the size, border, clarity, energy consumption, color, interface and other attributes before the TV production, and then by the manufacturers to organize the production and delivery to the customer's home. Such a personalized service is widely welcomed, and the amount of 10,000 custom-made TVs in two days has been robbed of light. Similar custom services also appear in air conditioners, apparel and other industries, have also been welcomed by customers.

These examples have shown the dawn of the future business - by satisfying the individual needs of customers to get more satisfied with the products and services, thereby shortening the design, production, transportation, sales cycle, improve business efficiency.

Why personal service hard to fall

According to statistics, 95% of enterprises did not use their data, and 39% of marketers think they can not correctly predict the customer's needs through data. Such a large amount of data is vacant, and a considerable proportion of the data is always wasted, so it is not hard to personalize services, but the data is not fully and effectively utilized. At the same time, but also by the current level of technology limitations, the data is difficult to translate into services. As if you have a beautiful jade, but it is no exquisite handmade technology to carve it into a priceless works of art.

The White Paper, "Analytics: Big Data in the Real World," released March 12, 2013, provides five key recommendations for big data applications, including a "customer-focused" development of the Big Data Strategic Plan; Comprehensive and complete enterprise "big data blueprint"; start from the existing data, set and complete short-term and phased "big data strategy"; according to business priorities, and gradually establish an analysis system, step by step upgrade "big data analysis capabilities" Customizable Measurable Metrics Analysis Big Data ROI (Return on Investment).

The conclusion comes from big data research conducted by IBM and Oxford University. The project surveyed 1144 business people and IT professionals in 26 industries in 95 countries worldwide and interviewed more than 20 scholars, business-themed experts and business executives.

Ideal personal service

To provide users with the ideal personalized service, enterprises must grasp two points: First, how to fully understand the user's personal data; the second is to properly control and design service personality.

Understanding the user's personality, is to provide users with the products and services they want. First of all, companies need to find the most gold-bearing data in a huge database. Secondly, the users who share the same data are classified into one category, and the targeted services are designed according to the user data. Here, the enterprise's service can be done, the key is whether to grasp the core data. But one question that has to be wondered is: Too many services are classified by data analysis will lead to increased management costs while reducing service efficiency?

Personalized decentralized units can be as big or as small, as large as a customer base with the same needs, as small as each user is a personalized demand unit. Too scattered personalized service, will increase the cost of service and management of enterprises complexity, it is necessary to control and design a personalized service. Consider whether all of the data provided should translate them into services? Are the added costs and real benefits proportional to each other? What is the point if growth in service costs does not translate to better returns?

In short, the most difficult business to achieve personalized service is the reliability of key data, the second is the controllability of management costs. Specifically, the starting point of personalized service design is the analysis of key data. If data screening and analysis are wrong, the result can be imagined. Personalized services come with various cost increases, such as data management. To some extent, personalized service can only be based on the consumer group, not every consumer, and must consider the actual cost of the enterprise investment and return on earnings.

Personalized service landing four steps

1. Extract massive basic data. Having a big data company has a gold mine, the level of gold in the gold mine, directly affect how much gold can be extracted. Similarly, the quality of big data is good, but also directly determines how much data the company can use.

2. Mining useful core data. From the basic data in refining useful data and matching, is the data mining. Data mining requires professional data companies to operate, the general business is difficult to have such a professional ability. So, companies are willing to open their own core data and whether the ability to hire a professional company? These need to be weighed.

3. Respond to marketing data. After the data is used for marketing, the business responds. After the data is excavated, it can be applied to a certain market segment, and the enterprise also needs to formulate a targeted marketing strategy.

4. maintain member service data. The implementation of marketing programs and implementation and follow-up services to further test the management and resilience of enterprises.

Target Group: big data and personalized pioneer

Pregnancy is a very intimate affair. How can Target, the second largest supermarket in the United States, determine exactly which client is pregnant? Taggett has set up a register of infants gathering and pays for the consumption of customers Data for modeling analysis. It found that many pregnant women would buy a large package of fragrance free hand creams at the start of the second trimester; and buy large quantities of supplements such as calcium, zinc and the like during the first 20 weeks of pregnancy. Target finally selected the consumption data of 25 kinds of typical commodities and constructed "Pregnancy Forecast Index". Through this index, Target can predict the pregnancy of customers within a small margin of error, and can also send preferential pregnant women advertisements to customers early.

To keep customers from getting discredited about these preferential ads, Target automatically clears the preferential advertising for pregnant women with a host of other preferential deals that are not related to pregnancy, so the customer does not know that Target knows she is pregnant . Interestingly, Target's promotional offerings have indirectly caused a confused father to find herself pregnant with a high school daughter, reported by The New York Times, Data power was only known.

Comments: Personalized services often have something in common, the advantage of big data analysis is the insight into the lengthy information consumers personalized needs.

COFCO I buy network: data analysis enhance the user experience

COFCO I buy a net is a professional food B2C website. Dense advertising and promotion activities have brought the rapid growth of traffic, but also lead to the user's pleasure of the Internet experience decreased, the background processing workload increases and other issues. I bought a net from Dangdang and Amazon Amazon shopping process inspired by the original three or four steps to reduce the operation to one step, this change made my purchase order conversion rate increased by 30%.

In addition to the increase of orders depends on the natural growth of members, but also with the optimization of website products have a great relationship. The online marketing department analyzes information from various sources as well as member-related purchasing data. For example, by analyzing in depth the sales that a particular participating merchandiser can generate and analyzing the recommendations on the homepage, those merchandise with a lower sales volume Will be replaced, these analyzes will also be used for members of the product recommendation, the analysis results will eventually be fed back to the procurement of goods. In addition, I also network through public relations network to monitor public opinion, from various SNS channels to collect and analyze user comments and suggestions, in order to optimize and adjust the site's product categories.

Comments: Customer demand is always changing, personalized services also need to constantly update, to consumer behavior and customer experience in the data found in new trends, COFCO I bought the net in the right way.

Nike: follow the footsteps of customer movement

With a new product called Nike, Nike is gradually becoming an innovator in big data marketing. The so-called Nike, is a kind of "Nike running shoes or wristband sensor" products, as long as athletes wearing Nike running shoes movement, iPod can store and display exercise date, time, distance, calorific value and other data, the user upload data to Nike community, friends can share the discussion. As runners keep uploading their own running routes, Nike has a database of the best running routes in major cities, and organizes city runners to perform better.

Currently, Nike has successfully established the world's largest online community of sports, more than 500 million active users keep uploading data on a daily basis, Nike and consumers to establish an unprecedented strong relationship. At the same time, massive data for Nike understanding of user habits, improve products, precise delivery and precision marketing has played an irreplaceable role, Nike even let Nike master runner favorite songs are.

Comments: personalized service is inseparable from the customer's active participation and sharing, and data from customers can also serve more accurately to customers.

Industry voice

■ world travel network co-founder Zhao Xinyu

The so-called personalized service, is often targeted to meet the more complex needs of customers to provide services, and the use of big data to provide such services to customers does not mean (in the foreseeable future) rely on artificial intelligence-based machines, we can Completely replace the human factor. The key lies in whether it can fully improve the efficiency of human intervention and reduce the cost of human services based on the collection, excavation, analysis and utilization of big data. For example, if personalized service is a string of necklaces, big data generates, selects and polishes a number of pearls that conform to specifications and quality standards, while people string pearls together, indispensable.

Users who have strong demand for personalized service tend to be social groups with a high level of self-awareness and a high demand level, and are also social groups with relatively strong spending power. Their focus on personalized service is more focused on the perception of their feelings and experiences - the simpler, the more obscure, the more general the requirements are and the harder it is to achieve, the farther away from the job standard that the machine can accomplish.

Looking specifically at the field of overseas travel focused on World Travel Network, the demand for personalized travel services and experience is at a stage of extreme expansion and development, and the market has failed to find solutions to meet the evolving needs. One of the reasons is that no service provider deals with the factors of machine (big data and other Internet technologies) and people (travel service) and their relations at the same time. World Travel Network pioneered the concept of "Daren Generated Content" (DGC) in the industry. With the encouragement mechanism, travelers can take advantage of Internet tools to actively, efficiently and individually meet the personalized needs of users traveling abroad Users are extremely easy to get in line with their hobbies, travel purposes, cost-effective, accurate travel experience. Behind all this, it is the big data and people at play a role.

■ home shopping center marketing director Huang Huan

The concept of personalized service pushed to today, independent, exclusive custom, highlighting personal identity, close to the needs of several aspects, it can be said that consumers identify the personalized service tag. Even so, more and more businesses are facing the problem of not paying customers when they launch personalized services that meet these labeling requirements. The reason, or because these personalized services failed to meet the psychological expectations of consumers.

Home-shopping products are focused on the household goods category, and one of the features that our customers reflect on buying behavior is that the goods they buy back are more than just personal use, but more often used by the entire family. As a result, home shopping in the provision of personalized service for customers, from the customer's family needs to be considered even more important. It can be said that to become a happy consultant for the family of customers, providing them with a suitable home life solution is the process of home shopping at the same time mining their own service value and customer experience value.

In the era of big data, this process can be enlarged from one person to one group. Through the collection and integration of data, most people can grasp the various preferences for home life and then anticipate the management and timely fulfillment of their needs. This work has now entered the system to build stage. In addition, with the popularization of smart TVs and the installation and use of APPs, for the TV shopping channels such as home shopping, the time point when the customers take the initiative to watch the shopping programs, the time spent in the shopping program, and even the product information appears on the television screen Which area can cause more customer attention and other data, but also can be better recycled and collated, which can be targeted for customer media contact preferences targeted program reminds, new products and other services. Even customers do not even have to dial the phone, when you see the favorite products, click the "buy" button through the remote control, you can simply and easily complete the shopping.

■ Anhui three squirrels E-commerce Co., Ltd. data promotion manager Yi Zhongyi

Three squirrels can rapidly develop in the past two years, on the one hand rely on branding, on the other hand is based on data analysis continue to improve the details, including the personalized title - "owner", the cartoon image of three squirrels , Different gifts, different customer tag classification and user experience.

The company's main application of big data is through the analysis of the user's purchase evaluation to determine which taste of the best selling products in which region, which products are most acceptable to consumers, so as to conduct more targeted products Home Recommended. At the same time, we will conduct personalized and user-friendly tag classification and refinement analysis, according to these categories, push different product types. Such as loving wife type, the main product is based on food for the wife, and then we will put a letter in the parcel, "squirrel" tone instead of the customer to write a letter to his wife. This label classification is from last year Taobao Mall "small but beautiful" activities inspired.

Currently, we are developing CRM and ERP. ERP can see all customers in the mall purchase records, and CRM is a transitional form, to accurately capture the user's rating, some casual comments and ratings will reflect their needs. For example, according to the customer's shopping habits in the mall in the past, to determine what kind of crowd he is, and then analyze what kind of people like this group of products and gifts, and then labeled, so the customer the next time you receive the experience Products may be different. Like we sent a lot of Chopper dolls to customers, but many customers said not pirate fans, but fans, so next time we will send people's doll or I love the doll so that customers receive Surprise is much bigger. Later, we will plan to build 200 experience libraries to meet the individual needs of all kinds of consumers.