On the data mining of precision marketing of mobile electric business

With the rapid development of mobile internet, mobile shopping is gradually being paid more attention in the market. The industry is also widely predicted that in 2012, with the rapid and rapid development of the market-oriented smartphone, the new electric quotient environment will accelerate the innovation of the electric business with the characteristics of random and time fragmentation.

According to emarketer, a market research group, 50% of Americans now have smartphones. Experts also predict that by 2015, 8% of E-commerce transactions will be completed via mobile platforms. China's mobile-phone boom is also not the same, from the Apple 4S of the crazy hot and the number of millet off the stock boom can be expected, the next two years will be the rapid development of mobile Internet key year. Who can seize this rare opportunity to stand out in the fierce competition.

According to marketing guru Philip's precision marketing theory, "companies need more accurate, measurable and high ROI marketing communications, more results-oriented marketing communications programs, and more focused investment in direct sales communications." "Businesses engaged in E-commerce are increasingly focusing on precision marketing, which is more efficient than traditional advertising, with entrepreneurs and advertisers emphasizing the need to achieve precision marketing on a personalized basis."

Undoubtedly, in the rapid development of Internet technology and means today, accurate and effective communication is the focus of attention. As the saying goes, birds of a feather flock together. In fact, precision marketing is not advertising to a few people to see, but to let the right person to see the appropriate ads, so the real precision marketing is a public, but the public does not represent the small audience. Precision Marketing First of all to abstract the characteristics of the population, its basis is the population Orientation division, and the crowd orientation is the scientific division of the group. From the angle of industry competition, user experience and information security, through the specific interest and performance, the aggregation of different populations, on the basis of aggregation behavior analysis and consumption path tracking, in a large number of data on the basis of in-depth information mining, and the crowd of cognitive data analysis, the formation of exclusive classification attribute tag.

First of all, the analysis needs the data source, the socialization media carrier has provided the extensive application data, including the circle, the microblog and so on many forms. In social networks, people more or less have the so-called "strong relationship" and "weak relationship", which in the testing phase of Tencent's circle of functions are embodied, its social intelligence is relatively strong, emphasizing the social network "strong relationship" and "weak relationship" integration. Through the integration, the extraction of a number of representative meaning of the crowd label. In addition, micro-blog is also a wide range of current interactive and social means, through the content of attention and interactive data extraction and analysis, can also provide some analysis data. On the basis of this, the construction and expansion of social Atlas are carried out, and the application and marketing activities are implemented, which is the key point of data mining, which integrates the entertainment information sharing and the network relationship.

Second, the evolution of analytical tools and technological innovations. It used to be thought that moving easily and realizing mobile e-commerce was not as complicated as it might seem. This is not the case, and it's not just a simple display of traditional networks on a small screen. The mobile electric Trader's interaction way completely differs from the PC Internet, the experience is also unique, therefore the characteristic of the public is very obvious. Relatively speaking, the current Tencent Circle and Weibo and other available user information is discrete and inaccurate, but the content of micro-blogging and interest points will not lie. The current analysis is still not advanced enough, more data is buried deep in the content, the lack of professional analysis and application tools.

If through the analysis of these social media carriers can be further refined, the benefit of precision marketing and the application of the data will greatly change the current mobile electric business marketing situation. Similarly, for the carrier that can provide these data, on the one hand can carry on the development of the application tool and content aggregation on the massive Capacity foundation, or provide to the third party analyst, realizes wins more. Can also be based on the analysis of data to achieve the commercialization of the circle and microblogging, which will also be a new profit growth point. The key of precision marketing is the application of chain reaction, and the condition of forming chain reaction is to maintain the customer relationship and reach the critical point of chain reaction. This ongoing fission reaction provides a possibility for small and medium-sized enterprises to achieve low cost expansion. As the operator of the electric business, I believe I will also note this. Therefore, the future of mobile marketing if more accurate, in the ROI has a good performance, destined to the social media data mining attaches great importance to, it will be a very worthy of serious thinking and investment in things.