The implementation and thinking of data marketing on local website and O2O

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The Big Data marketing is the new domain and the concept which the Internet proposes, the hype significance is bigger than the actual operation significance. Many webmaster and internet people are all cheered, seems to have been beaten chicken blood, and forgotten before was boost countless various conceptual patterns of the bones heap. For new things, we must fully understand their nature, not the surface of the concept of obsession.

In particular, the combination of localization and regional portal Data marketing play, in fact, is not a remote concept, in fact, there are rules to follow. Real Big Data Marketing, there is no certain strength, is the general small and medium Web site is difficult to reach, but based on data marketing can be done, these two points need to pay attention to the difference between the two.

Local portal Data marketing, should be based on local users of data collection, filtering, application, analysis and other means, through online, offline interactive way to help themselves and customers customized marketing strategy, enhance the marketing level, enlarge the impact of the site and increase.

The advantages of data marketing to the regionalization website and the localization O2O are very obvious

1. Help to improve the efficiency of website operation

2. Help the website to comb the user

3. Improve the value of the website channel

4. Enhance the brand image of the website

5. Help the website to provide the customer with the marketing plan, provides the data support.

and localized regional sites for O2O and their own platform data sources, is not a problem, a few years or even more than 10 years of data accumulation, is an important resource for such sites, but, how to find their own data from all kinds of complicated data, and give effective support to marketing, is a problem that has been troubling everyone.

Based on the localization of data marketing, we have to start from the following aspects, in addition to focus on the concept, but also to pay attention to the actual operational details.

(i) Data collection

1. From the beginning of registration, strengthen the user experience, but for important data to be good at collecting

2. Good at mining upstream data, accurate data, resource exchange is a common means.

3. Explore the advantages of their own platform data, and the formation of the industry chain database through.

4. Large-area online data collection

5. Push the line, such as activity site, customer marketing site

6. Competitor data collection.

(ii) filtration

1. Non-platform data, unfamiliar data conversion, data content to be good at multiple use.

2. Local platform data, through classification, combination and classification, to explore different industries data.

3. Activities are a way of filtering data, but not just activities, Web site information, forums, topics, etc. can become important access to data filtering.

4. Use the telephone to visit the way to filter, pay attention to the skills of the words.

(iii) Data application

1. The services we provide to our customers are integrated marketing services based on customer marketing needs.

2. The resulting data need to be considered with the output of the website, but avoid direct hawking of data.

3. Application methods, according to the industry, there are different combinations and application methods, not single.

4. Focus on the outbreak: such as group buying, real estate view of the housing group

5. Type: Single brand marketing recommendation

6. The activity packing method: Uses the activity packing core data, promotes the data value

7. Data performance: The combination of the product package with its own website, the result performance and the interactive performance.

8. Data applications are part of Web services and integration.

(iv) Data analysis

1. Industry macro Data analysis

2. Competitors and their own market share data is the reference

3. The data analysis of the industry case database is of great value.

Localization of large data marketing to combine the above steps, according to the details, repeated implementation, to achieve marketing goals, but do not, data marketing is not million essential oil, to provide business rules in line with the marketing strategy and implementation in place, is the key.