Nuggets "Big Data Application" business "Money"

The 2014 Brazil World Cup was unpopular, and fans around the globe suffered. However, a domestic company, not only guessed all the knockout, but also succeeded in predicting Germany to win. This company is called "Baidu", it uses the method called "Big Data".

A few days ago, Burberry brand Hangzhou mansion store based on the customer's large data analysis, in autumn and winter preview of the new product to a specific customer solicitation, the success rate reached more than 70%, of which 50% of the customer in the preview will have consumption activities, the total sales in 200,000 yuan.

In the past Tanabata War, Hangzhou local convenience store chain brand Bless the station through the large data crawl, adjusted the promotional list, played a beautiful marketing battle.

Cats and Aliyun, to say the least, improve market efficiency through big data and even help businesses make decisions.

What is big data? Lu Huijiang, an associate professor at the School of Computer Science and technology and the school of Software, Zhejiang University of Technology said that large data is the result of a rapid calculation of the desired data in massive, various data spaces.

In fact, in Hangzhou, big data is seeping into the business world and everyone's cerebral cortex.

Whether you realize it or not, 2014, big Data has come to our side.

Burberry invitation to autumn and winter new preview customer

Success rate of using large data reaches 70%

Many people unexpectedly, how the merchant is through the big data accurate lock the consumer, however, when today's business world has become floats in the data ocean the huge ship, this became a must use the data to speak the age.

A few days ago, Burberry brand Hangzhou mansion store according to the customer's data analysis, in autumn and winter preview of new products for specific customers to invite. The so-called specific customer, refers to those who are sensitive to the forefront of fashion information and brand new products are very high level of customer groups.

The data shows that the special solicitation sent by data fetching has a significant effect. The preview will reach more than 70%, of which 50% of the customers in the preview will have consumer activities, sales in the total of more than 200,000, the highest personal consumption of 90,000 yuan.

While paying attention to high-end customers, Burberry will also pay attention to the needs of white-collar customers who are pursuing quality of life but not spending too much. These people tend to buy more cost-effective basic, classic, and more attention to big discounts season. As a result, Burberry will send text messages to inform such customers at a discount season and invite them to a shop.

For large data applications, fast fashion brand Zara has also taken a step forward.

There are cameras at Zara counters and in all corners of the store, and the store manager has a tablet computer with him. When the guest told the clerk that "the collar is very beautiful", "I do not like the pocket zipper" These nuances, fragmented data, the staff need to report to the store manager. The store manager through Zara's internal global information network, at least two times a day to send information to Headquarters designers, from the headquarters to make decisions immediately after the transfer to the production line, change the product style.

Zara Hangzhou National store on duty manager said that every day after closing, the sales staff will take stock of the day the situation, and then entrust the third party data company to the customer purchase and return rate to make statistics, combined with the counter cash information and transaction records to make the date of the transaction Analysis report, summing up the day of the This data report goes directly to Zara's warehousing system.

Through the collection of massive customer opinions to make production and sales decisions, greatly reducing the Zara inventory. At the same time, based on these telephone and computer data, Zara analyzes a similar "regional epidemic", in the color, version of production, to make the most close to the customer's needs of the market partition.

If you have seen "you from the Stars", you must remember how red thousand-Song-Yi. Hangzhou Mansion Planning Director Shen Yu recalls that in the play hit, Hangzhou building customer Service Center launched with the Thousand-song Iche dress style with the classroom. Through the customer data crawl, staff invited to the trend and Korean clothing attention to the high customer to participate in the VIP classroom. Follow-up data statistics, invited customers in the 21, in the month there is consumption behavior, of which consumption of more than 30,000 yuan on 4, clothing consumption total reached 180,000 yuan.

"This is only a small application of the Hangzhou building to customer data. "Shen Yu said.

Seemingly budget-minded business customers bring in more revenue

Precision Marketing brings 140 million RMB revenue to the hotel

Many international brands have been in the forefront of large data applications, Hangzhou local enterprises are also unwilling to be outdone.

There is no denying that we have been surrounded by large data, even if you are only lightweight into a hotel, you send out large data information, can also attract business attention.

Yuhaizhong, head of the city Celebrity Hotel Group information Division, who works on information technology, believes in the energy of the data, he said: "The guest's face is not labeled, but through data analysis, we can classify customers, precision marketing." ”

A year ago, Yuhaizhong found an interesting phenomenon when he analyzed the historical consumption records of hotel guests in Zhejiang province: Leisure guests with strong spending power did not want to spend too much money in hotels; seemingly budget-minded business guests could actually bring more revenue to the hotel.

"We found that the average energy consumption of a business guest is only half of that of a leisure guest, because the quality of the business guests is higher than that of the casual guests, and there is no excessive waste of water, electricity and hotel supplies, and business guests may negotiate with customers and generate other consumption." ”

However, the biggest difference is the frequency of their stay-leisure guests are one-time consumption, "repeat" few, and business guests out of work, will be frequent in a year.

The discovery of this feature, Zhejiang Hotel began to the business guests exerting force, the hotel for business guests to develop a more favorable product strategy, and is going through the hotel's new O2O platform to sell high-end business gifts. At the end of last year, Zhejiang Hotel's city celebrity hotel Group also customized the "celebrity benefits" business plan for business guests, the price from 10,000 yuan to 100,000 yuan, so far, this product has sold 140 million yuan.

Ali series of large data strategy

The cat uses "big data" to predict new products that users like

As the giant of electronic commerce, Alibaba is handy in the application of big data, they promote the market efficiency through big data, even help the merchant to make decision.

2013, the cat platform has more than 7.5 million new starters, apparel apparel category, 3C products, fashionable life category new first-line continued to lead the industry. This year, more new products in the cat on the start, and the cat related to the owner said that the cat will be used in large data on the advantages of advance to the business to predict what users like the new products, in which areas have a large number of business users, such as multidimensional data applied to the business of new product development.

The cat also launched the "brand flagship store Upgrade" program-the day Cat brand station. Qiaofeng, vice president, said that after the upgrade, the business will truly realize the data operation, in the market, consumer access, customer maintenance and management, commodity strategy, such as a series of operational processes, through the cat platform of large data to make decisions.

Alibaba uses its own in the business-to-business domain and the bank, the enterprise extensive cooperation superiority, unifies the Ali platform big Data and the credit system, provides the small and medium-sized enterprises with the unsecured credit loan. The entire loan model is: Ali provides massive data, bank wind control loan.

We can find that the most critical user data and wind control mode are in the hands of Ali, these valuable financial experience, are in the future of Ali's business paving the way. In addition, Alibaba, Cat, Taobao, Alipay, Ali financial data produced by the personal, business, commodity and financial integrity of the data chain, in the future can be converted into a large amount of data for the benefit.

In June this year, Aliyun announced that its Open Data processing services (Open Data 處理 service, referred to as ODPs) officially entered the commercial phase.

In fact, ODPs is a "large data Services", Tianhong Fund's balance treasure, is in the ODPs platform for all-round, multidimensional data mining analysis. The platform allows the operating team of the balance treasure to carry out mining analysis of over 100 million of the massive users to achieve the most realistic analysis of the customer behavior path, and to give guidance to the business.

"Aliyun sell today is not the software, not selling hardware, selling is the service, only the product service, is the ultimate experience." "That is Aliyun President Wang Wenbin, which means that data services will become the company's main force point."