What can big data do for a brand?

With the progress of science and technology, enterprises now more easily use large data tools, GRASP business opportunities, improve performance. How does the brand solve future problems from yesterday's information?

, director of data analysis, DBS Greater China

The 2014 World Cup started, set off many countries "national crazy football" upsurge. Past media reports, in addition to the sensitivity of journalists and editors, often have to wait until the news broadcast, in order to from the ratings, reading rate and network news clicks and readers response, continue to revise the subject direction.

China Tencent, however, analyzed the big data and, before the game was open, analyzed what the Chinese fans loved most about the team, the players, the issues they wanted to know, and allowed the journalist to provide the most immediate and popular material.

Tencent also found that the age, gender and preferences of the supporters of different football stars had a slight gap, which also made each article more capable of mastering fans ' hearts. The creation of each game issued, up to 16.4 million times micro-Bo push Wen, reprinted 1 billion times of success.

When large data, also known as mass data, are abuzz around the world, many brand operators want to know what big data can do for businesses. How do you use large data? The brain specially invites senior marketers from all walks of life to share their firsthand observations with readers.

Kishore Parthasarathy, director of data analysis at DBS Greater China, said that with the progress of the Times, the media from the traditional four media television, newspapers, magazines and radio, evolved to the current diversified digital media, including communities, forums and audio-visual platform, created a large number of rapid changes in the data.

At the same time, with the popularization of many fluorescent acts, many people will watch TV, use the action to search for products, learn more details, and even order directly on the Internet, so the brand needs to rethink the shopper's shopping process (consumer groceries), allowing the message across television, social media, search and portal sites, and electronic mall banner advertising.

Through large data analysis, media agents are more aware of the pulse of life and media use behavior, can be based on different objectives, such as new product exposure, or for existing products to increase visibility, in the pay media (Paid Media), Private media (owned) and because of the wonderful content, The most appropriate arrangement for each budget is to achieve the precise distribution and effectiveness of the earned media, which is the result of media initiatives, and the active sharing of users.

Parthasarathy For example, during the Lunar New Year, many Chinese people's livelihood products will promote nearly 20至30% sales, is a major Chinese brands are very focused on the festival. A large fast-moving consumer goods (FMCG) brand to the star said that the hope that during the Spring Festival, and then upgrade the brand awareness of 3%, which is a big challenge to high-profile brands.

The team then learned about the interaction between the Chinese people during the Spring Festival and the media through large data, and rearranged the three major media. They found that many people after watching the ads will be curious about the Internet query evaluation, so on the one hand to buy hot keywords, on the other hand, to encourage users to discuss, create word-of-mouth and harmony, so that curious users can easily from the blog, discussion area and the official website, find more product information and recommendations, enhance the desire to purchase, but also successfully increase brand

He added that as the influence of the paid media dropped, brands should take their own and winning media seriously, create more community managers and build more comprehensive community influence.

Parthasarathy stressed that large data can help brand operators to make decisions in an objective way, but good decisions require both quantity and quality, so marketers still need to understand the insights of the people, keep an eye on hot trends and topics, understand the desires of their hearts, and balance the scientific data and marketing experience To make the most comprehensive judgments.

Therefore, on the one hand, and a number of research companies to work together, from a wealth of global Life Survey reports, to strengthen the marketing team's insight into the life of people. On the other hand, also establish a marketing information integrated sharing platform (Connected FDI), can handle the enterprise, market research, and third party data, provide the most complete brand data analysis report.

For the enterprise, the huge amount of information creates many new possibilities, but the speed of production is also a challenge. Parthasarathy points out that while the information on emerging digital tools is diverse and easy to track and record, it is still necessary to continue research on how other traditional media, such as television or radio, can collect complete data.

When the pace of change in modern society is getting faster and quicker, marketers must respond more quickly and collect information from different media instantaneously to find out the key to solving tomorrow's problems from yesterday's data.

Enterprises that know how to use large data can assist in marketing communication strategies to achieve the integration of endpoints to endpoints, so that each link of the strategy can be more precise. IBM has invested in a wide range of data services over the years, and IBM software business Marketing associate Gao Menghua that big data has 3 big impacts on marketing:

1.360 Degrees of Customer insight: large data to promote the past model and Hu's ethnic contour classification more refined, showing the individual differences in each individual point, so that the brand can be in the right time, the right place, through the pipeline, to convey a person's personal advertising message.

2. Integration of social media, create relevance: Brand hands with existing customer information, if combined with the individual community, you will be able to better grasp the customer life cycle (Customer lives cycle), timely delivery of exclusive services, the initiative to create demand.

Macy's (Macy's), the hope that people can continue to the Macy's shopping, so they set out from the CRM system, combined with social media, to master the needs of customers at different stages of life.

For example, encourage couples who are looking for new homes to buy furniture from Macy's and send a baby catalogue to the mother who announced the good news in Facebook, and with the customer's shopping record, Lionel Messi will know more about the size of the house, the sex of the baby, and so on to provide more suitable goods and discounts to create a VIP-like experience for their customers.

3. Data-oriented to enhance decision-making effectiveness: data based decisions can effectively increase ROI (return on investment) and save unnecessary costs.

When helping brand planning marketing activities, IBM will be in the first wave of publicity, first of all, detailed records of users of digital advertising point reading rate, stay time, there is no follow-up action, and so on, through the Data tool analysis, to determine the other side of the advertising content interest, precision to find a demand for potential customers, and then into the second wave of telemarketing, or entity promotional activities to effectively enhance the overall marketing effectiveness.

Gao Menghua For example, there is a recent supply of yuan materials and composites of business-to-business (enterprises) professional manufacturers, hoping to cross the existing market, the development of new customers. Therefore, using IBM's social media analysis tools to listen to customers through system automation, we can find out the industries related to the materials produced by our customers and improve the success rate of entering new industries.

In the past, the use of large data, but not every enterprise can afford expensive equipment, with the progress of technology, storage and analysis of data costs are reduced, and sometimes even without storage, can be real-time analysis in the cloud, so that the brand from seemingly meaningless and complex information "gold."

Some brand operators who have just come in contact with big data will ask: What do I do with big data? And how to use it?

Gao Menghua suggested that the brand can first establish its own data warehousing (Data Warehouse), on the one hand, management of the past enterprise information, on the other hand can collect all kinds of documents, images, sound and film information, and then through the analysis tools to further identify the problems to be improved, or to explore the future needs.

As long as they have clear branding strategies and goals, large data technology will have the opportunity to help them get to their destinations faster.