Now, the big data is just nonsense.

Big data is very hot, many companies to the big data to the point of superstition, a variety of customers began to scramble to buy data, expect to use these data to predict the future. In fact, should we worry that the data keeps us away from the real customer base?

IBM recently made a CMO to more than 1700 of the 16 industries, and I found that it was not just me who had such concerns. ' It's not the data that's useless, ' said one former auto industry executive, ' but we won't use it, and there's not enough time to http://www.aliyun.com/zixun/aggregation/10222.html ' > dig deep into the data. Is that so?

Dealing with such massive amounts of data is a problem for CMO around the world, because the most important result is understanding the market, not individual individuals. It is more dangerous to understand only individual individuals without considering their relationships. If your company's business is based on these things, it's dangerous.

To really understand the data, you need to do extensive research and personally study who he really is. He may not be your target group, but perhaps the company he works for will buy your products and services.

The question of "why"

Not that data is useless. But the big numbers still have their limitations because they don't come deep enough to answer "why." "Why" has surpassed "yes" and "no", which is often difficult to quantify.

Here's a sobering thinking: most of the data still comes from traditional activities such as promotions, which make analysis and decisions. It's really hard to make a clear position, or even a loss-making business.

Find the right path

In the midst of data woes, how can we get out? Perhaps some old-fashioned way will be more effective. Kraft Food is a good example, and their executives go to various stores to watch the crowds of supermarkets and listen to their chats about life.

They quickly found the next gold mine, which is the brand of Oreo. They made the cookies smaller and less sweet, and sales soared by more than 80%. Because they abandoned the bought data, but personally asked the consumer why: Why not buy more? Why do you prefer smaller cookies? Why do you want cookies to be less sweet?

How to make a decision

Another example. A large consultancy says they have invested a lot in social media because of the various employment relationships. The information on these companies ' Web sites is only a reference to potential employees, but the real decision to enter the company is a few of the last questions they ask.

Instead, a survey of graduates found that they would ask whether employers could guarantee a balance between work and life, which is a key issue, because graduates hope to have time to read books or to exercise and do something for charities every week.

To help you be the best in the present.

One of the top fitness chain centers thinks their clients are rich and willing to pay expensive membership fees because they can be recognized and accomplished through training. But the fact is that when close to the fitness center with the instructor and students after contact, only to find that the charm of the coach is an important factor affecting students. Students believe that coaches have the ability to make them the best of their peers and to be the best they can be at every age.

It's a long way to reach the essence

Many of the questions we need to know about their core nature, and the core nature of things, may only be answered by a few key questions, but the piles of raw data are not available to us.

(Responsible editor: Meng)