Mobile interconnected precision marketing focus on data tributaries

Precision Marketing is a curse on the marketing head, so that half of the advertising fee is no longer wasted. Mobile internet has also opened a window for precision marketing, through the user network http://www.aliyun.com/zixun/aggregation/14312.html "> Behavior Data Analysis to determine the characteristics of users, Further through the data to insight into user behavior or ideological trends, to push services or products to the nascent needs. The core of achieving accurate marketing results is data.

Data can produce value, and large data can produce great value. This argument seems to emphasize the value of the data itself, in fact, most of the time, the data itself does not bring direct value. Especially in the mobile internet age, the generalization of mobile networks produces a large number of unstructured data, such as images, sounds, and video, which cannot be demonstrated and deduced by traditional logic, while the development of mobile interconnection services further promotes the exponential increment of data, in the face of these voluminous data, the first corresponds to the cost, Is the pressure, is at a loss of confusion, the risk of error detection is also much higher.

The data generated by mobile Internet is three-dimensional, each data may be attached to a variety of requirements, many types of possibilities. For example, to share a picture of a social network, in the absence of text support, how to determine the image behind the user's characteristics and needs? If you associate this picture as a value element with other data or users? Obviously again unintentional, unintentional picture sharing, behind may hide the user's some kind of opinion, the data analysis is to try to extract this opinion.

Soon mobile internet is not cutting-edge technology, but the basic services, no matter how traditional enterprises can use the ability of mobile interconnection with users, through the sensor and wireless network each of the items used by itself are constantly generating data. Traditional enterprises in the operation of the data generated in the track can be followed, can enter the database, marketing tools can be analyzed and refined by the two-dimensional table structure, the basis for decision-making. But when the mobile interconnection becomes the foundation standard, the enterprise's data composition has changed fundamentally, cannot use directly. Data is to drive the decision, make the decision more accurate is the value of the data itself, but when the data read inefficient, the value of the data can not be discussed.

To achieve an accurate understanding of the immediate needs of the user, or in the future for a period of time may be the trend of behavior, usually the data to do Network association, the social network platform for each user submitted data, will be combined with friends, user characteristics, user history, characteristics of the data itself, and so do a three-dimensional network structure analysis, Then there must be a torrent of data. In fact, when large data analysis capabilities are not yet fully established, more attention can be paid to the data tributaries, and the value of the data tributaries is sometimes even above the torrent. The focus on the data tributaries is actually a consideration of data priorities, even a very fine-grained data direction, which is valuable in the long run.

In the future, there are few precision marketing companies can provide large data processing, analysis capabilities, more can only lock a branch of data, or to provide a certain type of data unique algorithm, to achieve the user needs in the subdivision area mining.