Sogou Li Gang topdigital Summit interpretation of large data precision marketing

September 16, the "Digital brand, innovation pattern" as the theme of the Topdigital China Digital Innovation Summit held in Shanghai Grand. As an industry event in the TMT field, Topdigital focuses on the development trends and technological changes in the field of digital industry and mobile internet advertising, and the Topdigital won is called the authoritative Professional award in the field of digital economy and Internet. This year's convention, Sogou harvest quite abundant. Sogou Mobile search platform with the increasing access to the user experience and the perfect balance of business needs, successfully won the Topdigital Digital Innovation Marketing Platform Award. At the same time, Sogou Ctrip Spring Festival case and Dombenjed "party upstart, cool off" case respectively won the Topdigital Digital innovation brand building and creative awards.

On the same day, Sogou commercial product technology director Li Gang also as a special guest published a "Big data under precision marketing" keynote speech, with participants, industry executives and digital media marketing experts to share the Sogou how to dig large data value, achieve multiple screen integration of precision marketing. While big data makes marketing more accurate and a powerful weapon for improving the competitiveness of companies, the big data concept is in danger of being vulgar, Li said. Large data applications should be based on the characteristics of various industries for special treatment, measurement indicators, related concepts should be more professional, more unified, so that the industry to achieve benign competition.

Sogou Commercial product technical director Li Gang

Large data applications everyone is talking about, but how to judge the enterprise has enough commercial ability in the big Data application? Li Gang said that the main can be judged from three aspects: one is to see whether the cross screen collection of user data can reach more than 80%? This is a guarantee of the amount of data. The second is to see whether the data can effectively cover more than 80% of the target group? For example, high conversion rate of the electricity business users, multiple frequency access to users and the next single user, Everbright is not, this is the guarantee of data quality. The third is to see whether there is a large data storage and understanding of the application of technology and ability, that is, enterprise technology and product personnel can reach more than 80%? This is the data processing and excavation capabilities of the protection, but also the current large data applications at the core of the ability.

In this paper, the large data system of Sogou Nebula is taken as an example, the system takes the data layer of multi-screen collection as the foundation, labels the crowd from the dimension of population, interest attribute and commercial attribute, establishes the unified identification of the crowd, and finally sets up the precision crowd bidding system and the user traffic segmentation system Through the above analysis, we can more accurately describe the user, according to different industries of concern, such as age-oriented, access orientation, etc. to achieve precision marketing.

After the large data to find the target population, how to pass more platform contacts and more innovative ideas to the brand information to them, but also affect the success of the marketing campaign is an important link. The success of this year's Summit, the award of Ctrip Spring Festival and Dombenjed listed cases in these two areas of extraordinary performance.

During the Spring Festival, Sogou and Ctrip together to create power to help netizens grab tickets promotional activities. Sogou to integrate its own resources into a transmission heat chain, from the start-up moment of the new words recommended to the input state of the brand through train, search and browse State of the promotion, or even offline static input method skin, wallpaper, comprehensive coverage of the user network experience all the scene, the entire chain of information infiltration and the need to wake up. During the promotion period, obtained nearly 700 million PV exposure, nearly 600,000 times the advertisement clicks, has won the considerable marketing value.

To tie in with the Dongfeng Honda Jade model listed, Sogou held a jade element for the theme of the input Method skin Collection contest. The whole activity is divided into three stages of collection, selection and promotion, respectively corresponding to three kinds of interaction with the user: User design, user participation and user use, in the mass exposure of information at the same time with the user to interact with the user to achieve the seamless coverage of the entire scene. In the marketing layout, Sogou search based on product characteristics, matching marketing needs and user experience, at the same time play Sogou full product matrix advantages, to help brand customers realize the Internet across the scene of integrated marketing, to promote the accumulation of 165 million exposure, skin download 370,000, book test drive 17028,roi far beyond the industry level.

In recent years, Sogou frequently, from Sohu split independent operation to announce the strategic cooperation with Tencent, search comprehensive QQ layout to release micro-trust public platform search, Kim Soo endorsement. In the company's rapid development at the same time, Sogou's marketing ability and value is also constantly climbing. This win topdigital three marketing Awards is an important tribute to its marketing value and innovation ability. Sogou by virtue of multi-portal cross-platform, large data integration advantages, to help advertisers better fulfill the commercial value, achieve a multiplier effect.