Talk about the Data mart.

Do you know that when you visit a website, the site records the behavior data for each visit and gives you a feature tag based on the characteristics of the access behavior. As the content of the visit increases, the tags that the site gives you are accumulating. It is through the collation and excavation of these tags, data service providers will be more accurate to know each and every visitor's unique interest orientation, and advertisers are on the basis of their interest in advertising content. So the label is a link between people and things.

The data provider Synthetically considers the channel, the column and the content of the Netizen's current visit to the website, the time proximity and frequency of the visit, refines the keyword label with the commercial value, and quickly outputs the advertisement owner into use by the data supermarket module of the clustering effect. Are you curious as to how they label these netizens?

For example: In the recent World Cup competition, how does the data Service provider identify the crowd of fans?

The recent World Cup information is overwhelming, pseudo fans are likely to be attracted to the title of the topic page, but only one visit to the "true fans" label is obviously undesirable. About the authenticity of fans of the screening, data Provider Association letter • Network data is such a definition drop ~

True fans must meet the following points:

Before the World Cup, visit the relevant sports channel football information, including: Champions League, La Liga, the Premier League and so on more than 30 days of users.

During the World Cup, continuous access to the relevant sports channels in the game information of more than 60% users.

During the World Cup, we also focus on the 5 players who are in the team.

Only after such a heavy level of real fans will be labeled "fans" tag, and tens of millions of the same "fan" tag of the Internet users gathered, in the form of labels by advertisers to use.

Label Disclosure

At present, data supermarkets are open to the association letter. Network data and the label of the lemon data. These two provide different dimensions of user tags, can be directed at your actual demand for the release of free procurement.

Let's look at the characteristics of the two labels.

Lemon data

Lemon Data provides operator-level data value-added services. Based on the cookie service and audience analysis of user access history, crowd characteristics and user on different platform search behavior, and then judge the user's accurate needs.

Label Dimensions: Business Circle, metro line, residential value

Label features: Covering Shanghai's major regional business circles, subway lines, residential value of fine division, and the new entry of the search data labels

Population: 30 million

1 lbs label

The LBS tag provided by the lemon data is the use of the following data to create a set of location-based geographic information for users using broadband Internet access:

1. User Broadband Address information

2. Baidu Geographical Division rules

3. Lemon DNA User Data

For example:

Shanghai-> Xuhui-> Hall;

Shanghai->2 Line-> Song Hong Road station

Tag value: To facilitate the provision of regional services advertisers, more targeted marketing. Avoid wasting promotional expenses on audiences that are not within the scope of the service.

2 Residential Value

LBS Residential value, by using the following data:

1. User Broadband Address information

2. Online real estate trading platform in each quarter of the real estate unit price

3. Lemon DNA User Data

For example:

1 million below; 1.0015 billion; 1.502 billion; 2.003 billion;

Label value: Through the audience's living conditions to judge the user's consumption capacity, more favorable with different levels of brand matching various levels of target customers.

* Small v Note: Currently only provides the Shanghai Area user label. If Shanghai lbs label is proved to be effective, we will speed up the introduction and opening of LBS data in other provinces and cities.

3) Search data:

The label of the lemon data can be divided into lbs tags and search data labels, the former for group buying and other areas with regional, location service advertisers is indeed a good gospel. The latter search data labels are based on Cross-platform search data, hundreds of search sites, million word keywords, covering more than 20 million browsing users and more than 5,000 dynamic cookies.

This issue of the new "game enthusiasts" tag is the first group of members to search the label, because the use of Cross-platform search data, more high-quality Taobao, such as the platform of the shopping data as a support, the effect is worth looking forward to OH.

Association Letter • Network data

As a leading third party Internet Data Service provider in China, 70+ monitors 200 million internet users on average daily, and covers 10 popular industries with the total flow monitoring of mainstream media. Customer base covers the domestic mainstream media websites, government industry authorities, 4A agency and Automotive, IT, FMCG, home appliances and other industries of the first-line brand enterprises.

Label Dimensions: Demographic attributes, user values, user interests

Tags: car, education, tourism, fashion, sports, gender, finance and other 12 dimensions of interest and user value tag, as well as gender, age, purchasing power and other 3 dimensions of the population attribute label.

People covered: 250 million

The data label dimension of the association letter is extensive, through the identification of the visitor's basic attribute sign, the interest characteristic and the commercial value characteristic, comprehensively depicts the user portrait, covers the electric business, the automobile, the mother and the child, the education, the traveling, the 3C and so on many professions.

The vertical industry label of the association letter provides powerful user clustering data for the automobile, tourism, education, electric business and other industry advertisers. In the comparison data of the model label, it is found that the directional placement of the model is significant in order conversion rate, CPM deduction fee and CPA cost.

Above these tags, advertisers can be through the data supermarket to buy and choose. In this, the synergy serves only as the role of architecture services, providing a platform for data providers to access users of data. How to maximize the effectiveness of these data in the launch, the effect has been with the data providers to explore, test, and through the test data feedback, the label for continuous improvement and optimization. At present, the number and quality of data label data which are open to advertisers through the data-gathering efficiency have stabilized.

If in the actual launch, you do not have sufficient size of the first party data to do redirection, or the second party data labels still can not meet the demand for heavy, data supermarket will be your choice. Advertisers can also combine consumer Insight report, according to the target audience insight results, directly in the Data supermarket label procurement, combination boxing strike win Beautiful "volume" campaign.

(Responsible editor: Mengyishan)