Unique "TIANMU" technology hung media to make advertising targeted

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"How can advertising be delivered to the target population in the fragmented web age, and how do you know if the ads are reaching the target audience?" On the "Evaluation and optimization of network advertising effect" Salon, which was launched by the Internet data Company, the issue aroused the resonance of all the corporate marketing executives present.

"Traditional media age, can only talk about the target ' group ', is a clustering concept, but for the Internet, can be based on a certain algorithm and rules, since the allocation and matching, so precisely positioned in a specific person." "Shenhao, associate professor of television and journalism at the University of Communication, deputy Director of the Institute of Investigation and Statistics, communication Center for Data Mining, said.

The basis of this precise "lock-in" is "Data mining". "In simple terms, data mining is looking for hidden patterns and trend dependencies from the data, and does not equate to data statistics and retrieval on the surface." For example, a person who buys a beer will also buy diapers, which cannot be concluded from common sense or general data analysis, but we can discover this fact through data mining. To realize data mining, enterprises need to integrate customer data, build a data warehouse, and then put a certain data model into the system. Once the consumer enters the system, it knows which category he belongs to and what ads he should put in.

Interestingly, the subsequent sharing of the speech of Baidu Hung media is this "data mining" theory in practical application of the typical example.

"Through data mining, accurate targeting of target audiences, in order to fundamentally help the brand advertising will truly reach the target audience." Of course, this is based on massive consumer data collection and advanced mining technology. Baidu Hung Media product manager Liu Zhenhua in the sharing, said, "Hong Media unique ' tianmu ' technology is to achieve the core of accurate advertising delivery." We first collect and comb the search behavior of massive consumers, understand the real needs of each and every consumer, and then create a unique repository of search behavior for each customer, and finally make a consumer analysis based on the archive, match the most appropriate ads, and follow the audience on their open web pages for advertising. This is for individual users, not groups, so each user to see the ads are different, is the most relevant to their own. ”

Liu Zhenhua stressed that the vast number of consumers of the search data, is a unique "TIANMU" technology is an important basis, but also other similar products can not be compared to the outstanding advantages. "The value of the search data is as valuable as gold, because the search term is the most authentic and understandable expression of the consumer's needs." Consumers are now accustomed to using search engines in their lives to find the information they want most. Relying on Baidu's current position in the search engine market, we receive 500 million of Chinese consumers billions of times a day search request, there is a huge database. With such characteristics, the effect of the TIANMU technology can be maximized. ”

Since last year as Baidu strategic products launched so far, Hong Media has for hundreds of brands to provide quality services to advertisers, such as BMW, Procter and Gamble, Unilever, Samsung, Coca-Cola, covering all sectors. To Unilever's Qingyang as an example, through the Hong Media, Qingyang in the advertising period to obtain more than 55 million effective, accurate advertising show, far more than expected goals.

"We already have gold-like search data, and will continue to explore with advertisers how to better tap the consumer's core needs and provide them with the most satisfying information," Liu Zhenhua said at the end.