The value of unstructured data marketing is becoming more and more important in social network analysis
Source: Internet
Author: User
KeywordsOperators can unstructured data social networks pay attention to
Prior to the Teradata Greater China http://www.aliyun.com/zixun/aggregation/8302.html "> Data warehousing and Enterprise Analysis Summit, data socialization, large data analysis has become the focus of various industries." In the telecommunications industry data will also go into the PB-class, the operation is "piped" in the depths of the data value of the weak position. In this regard, our correspondent and Teradata China Telecom and postal industry general manager Li Hongjin on the current operators most concerned about the intelligent pipeline, social media and other topics, from the data perspective how to play the value of the discussion.
"Not intelligent because pipelines are not end-to-end"
"Communications World Weekly": From the point of view of data processing, how operators should avoid "being piped", how to better understand users?
Li Hongjin: Several major operators are in the intelligent pipeline, the pipeline to become intelligent, I think there are two considerations.
First, it's not smart now because the pipeline's data management is not end-to-end. The current pipeline is not from the user access to the beginning of the call, the Internet and other acts of the end, the resulting data collected all, it actually only collect the middle section-value-added services or other business platform. Now operators have to do is to the point of the pipeline data to the end of the collection, to know how long the pipeline, the use rate is how much.
On this basis, and then through the analysis of End-to-end data, which business does not make money but the flow is very large, can be a time to carry out the smart bandwidth of the user to ensure that the voice and SMS or basic business normal use, so that customers feel better.
"Communications World Weekly": For operators, into the 3G, flowmeter fees and other issues suddenly become the focus of issues, negative events frequently. How do operators use technical means to better manage and analyze traffic flow?
Li Hongjin: Download business, voice service and SMS business all face this problem. More and more users, system-supported performance is limited, will inevitably produce wrong billing or leakage billing situation, while there are some wrong single can not very good integration of technical barriers. But for operators, there is a point can be improved, can be real-time data collection, real-time analysis, in the bill, traffic to open their customers before they do a self-examination, to ensure that the time to submit to the customer is correct.
The so-called income security includes two levels, on the one hand, to protect users from arbitrary charges, on the other hand, the operator should be able to recover the money. Therefore, the background of the billing system must have an analysis system to ensure that the data issued before the first audit analysis to ensure that the data is right. For example, the billing system for a user to the price, resulting in a set of costs, the need for an analysis system to carry out the price of it again, two times the results of the agreement, this data can be opened to customers. Once inconsistent, the internal will be studied and then sent out, the customer in real-time inquiries, the system can inform him that this fee is not the final cost, can be adjusted later, so that customers feel better. Wait until the Moonrise bill, to submit to the customer is absolutely not wrong.
Data socialization really depicts user profile
"Communications World Weekly": At present, the domestic operators also put forward to the demand for unstructured data processing, in terms of operators, the main areas of unstructured information in Which? Why is there such a demand?
Li Hongjin: Operators for electronic channels more and more attention, now a lot of business directly in the site can be handled, users can customize some of the telecommunications business, or to make inquiries. All users on the site of these behaviors, in fact, is also a certain degree of performance test behavior. Operators before the analysis, mainly on whether the customer pay timely, credit is better, but did not put the site's user attention or behavior characteristics recorded. If this part of the data with the original database integration analysis, you can be the user's personal purchase behavior profile really.
Social networks are also important. In fact, using social networks makes it possible to understand the personal data and who the people who affect him, and thus more effectively provide the existing products. Operators now do the flying letter and 139 of communities and other fields, its data are text, pictures or video and other unstructured data, the past can not be analyzed. Now through a number of technical means can gradually achieve and gradually improve, such as Shanxi Mobile currently can be targeted at a flying user friend targeted marketing.
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