How to enlarge data marketing in the big Data age?

Q: Can large data redefine precision marketing, and how do traditional industries use large data marketing?

Since the publication of Schoenberg's "Big Data Age", big data is becoming a fiery noun, I think the big data should be the first to change the marketing industry, using the analysis of the vast numbers of users to do precision marketing. But the traditional industry to the internet has a natural distance, ask everyone how traditional industries to use large data marketing?

A：

QISHUYANG--CMO:

For this problem, first the industry is different, ideas and solutions are also very different. I can only say that production-oriented brand enterprises, such as Yili, Master Kang, Sheng Yuan, such as consumer-oriented, there is no sales terminal brand enterprises. For these companies, building large data is the hardest. The premise of large data marketing is large data, but the traditional way, these enterprises are unable to obtain massive data. Because the production of huge amounts of data requires automation mechanisms, such as electricity, the user's every consumption, and even every click will be automatically recorded. But the traditional enterprise's offline sale is not such automatic collection data mechanism.

Of course, the traditional way there are data, but are statistical significance of the data, channel each month how many sales, and can not be specific to which users, what time, where the consumption of what, such specific consumer behavior data. Of course, these statistics are also very important, but for fine operation is still far from enough, the first such data are delayed, it takes a long time to tidy up. Second, the statistical data will lose a lot of key details, especially the user information, you can only know how sales, but can not know the characteristics of different people's consumption behavior. And that's the most important message in marketing.

However, the development of mobile Internet and O2O provides a possibility for traditional enterprises to build large data, and enterprises can automatically collect data by translating offline consumption into online interaction. Cofco is already planning such a scheme, by deploying a single two-dimensional code or string of products on each grain, and then by integrating activities to stimulate consumers to scan two-dimensional codes or input string codes, online registration and integration. In this way, not only the massive consumption behavior data is collected automatically, but also transforms each product to the opportunity which interacts with the consumer.

With large data, but also to the fine analysis of large data, as well as through data to guide the business and marketing activities of the mechanism, large data can play a value. In the Internet enterprise, every marketing activity, every time the change of content or the adjustment of the strategy, will real-time monitor the flow, conversion rate, registration volume, sales and other data changes, real-time adjustment. This kind of work is already very common in the Internet enterprise, but has not established this kind of system and the work custom to the traditional enterprise. Many traditional companies spend a great deal of energy collecting data, but lack of sufficient analytical ability, resulting in a gold mine is wasted, more important is not using data to guide the day-to-day operation of the habit, still rely on the head, by experience, this is the traditional enterprises to carry out large data marketing the biggest obstacle.

With the data, with the analysis, can large data marketing be well carried out? Big Data marketing to the ground, but also lack of an effective interaction with consumers channels. Too many enterprises through the integration of the development of a large number of members, collected a huge amount of data, but can not effectively use, can not activate members, fully tap the value of members. Because of the lack of effective interaction channels with consumers, of course, many enterprises have developed their own app, but also opened their own micro-letter, but the effect is still very poor. The root cause is that no consumer will install an app for a limited activity in a business, and that the micro-credit innate social and media genes also repel such marketing practices. Therefore, the current enterprise to carry out large data marketing, in addition to the establishment of large data and analysis mechanism, the most difficult to get through is this interactive link, and no interaction, marketing talk about what to unfold.

Small introduction of our company, Beijing Code Music Information Technology Co., Ltd. is committed to helping enterprises to develop members, the establishment of large consumer data, while developing large data marketing professional firms.

Qinwen--The CEO of Association letter:

One, in theory, large data can promote more accurate marketing, so that marketing unlimited close to the "appropriate information, in the right time and space, in the appropriate way to pass to the right person" the dissemination of the ideal. For the existing network marketing model,

The changes brought about by large data will be in several ways:

One is the marketing channel strategy from the original to find the right media to find the right person,

The second is the audience strategy, from the original static demographic characteristics into the division of behavioral characteristics,

Three is the creative strategy from the original "I want to deliver what information" to "my audience want what information",

Four is the marketing implementation process from the original can not be controlled to real-time adjustment.

Traditional Enterprise Marketing Internet is the premise of application of large data, in this premise, enterprises have to solve the problem of data, data and use of good data. These problems are similar to the letter of the company's services for the enterprise to solve.