How to dig large data and transform the results to support the development of marketing strategy?

"Large data", or huge amounts of data, refers to the amount of information involved is too large to pass the current mainstream software tools, within a reasonable time to capture, management, processing and collation to help the enterprise decision-making more positive purpose information. "This is one of many" big data "definitions in the network. "Big Data"-this is still not a unified definition and characteristics of the summary of the term, but has quickly become the focus and attracted the attention of various industries, its heat is no less than the "World Cup."

The application of large data in the commercial field can be described as by using the analysis and utilization of massive data, the enterprise can realize the forecast of market trend effectively, and support the different business behavior decision in every stage of the market activity, realize the tracking consumer behavior, realize the relatively accurate forecast to its psychology and even next behavior, produce better user experience, Meet the diversified needs of target consumers.

While focusing on large data, there are also many different sounds: "Spend a lot of money, get out of the big data is no value", "the traditional enterprise in large data application is congenitally deficient, now talk about big data is not realistic", "enterprise small, technology weak, large data for us is pseudo proposition" ... But no matter how many different definitions are given to big data, no matter how many people disdain the application of large data. It must be admitted that, relying on today's technology, we use mobile phones, computers, credit cards and other tools to leave traces of life, is the status of large data to make business marketing intelligence.

The China Chain Management Association has held a salon event on the theme of "The marketing strategy of the Big Data Age", inviting the traditional enterprises and the electric business enterprises to share how they acquire and excavate large data and transform the results to support the formulation of the marketing strategy.

Big data is becoming the most powerful booster for the electric business

Electric business enterprises in the acquisition of large data has a unique advantage conditions, which makes large data become the most powerful booster of the development of electric business.

Due to the characteristics of the business model of the electric business enterprise, the user data covering the whole process (including browsing, trading, warehousing, distribution, after-sale, customer service, etc.) becomes a great tool to realize precision marketing and enhance the user experience. The prerequisite of realizing marketing strategy is to penetrate the user's demand through data mining and analysis. Enterprise mainly from three aspects to build three-dimensional user view: (1) based on user characteristics, shopping psychology, social relations and other aspects of user portrait Modeling; (2) forecast of consumption trend based on user's demand change and shopping characteristics (3) The marketing strategy system based on the whole life cycle of user value and commodity value.