Marketing: how to do marketing in the era of big data

Core tip: Although people feel that the era of big data is coming, it is often just a hazy feeling For operators, how to embody the value of marketing management under big data and how to realize marketing innovation may be a problem worthy of in-depth study But at least the following aspects deserve attention One is to analyze the user behavior and characteristics through big data Obviously, as long as enough user data is accumulated, users' preferences and purchase habits can be analyzed, and even "know users better than users themselves" This is the premise and starting point of big data marketing Past times Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: today, although people feel that the era of big data is coming, it is often just a hazy feeling For operators, how to embody the value of marketing management under big data and how to realize marketing innovation may be a problem worthy of further study But at least the following aspects deserve attention One is to analyze the user behavior and characteristics through big data Obviously, as long as enough user data is accumulated, users' preferences and purchase habits can be analyzed, and even "know users better than users themselves" This is the premise and starting point of big data marketing In the past, although there was also an enterprise management idea with the slogan of "customer-centric", can we really understand the needs and thoughts of customers in a timely and comprehensive manner? Perhaps only in the era of big data can the answer to this question be more clear The second is to support precision marketing information push through big data In the past few years, precision marketing has always been mentioned by many companies, but there are only a few of them On the contrary, there is a flood of junk information The main reason is that in the past, the nominal precision marketing is not so precise, because it lacks the support of user characteristic data and detailed and accurate analysis Now, the application of RTB advertising shows people better accuracy than before, and it is backed by big data Third, through big data, marketing activities can be better invested by users If you can understand the main characteristics of potential users and their expectations of the products before they are produced, your products will be able to give what they want For example, after the release of the trailer, i.e through big data analysis on Weibo and wechat, we know that the main audience of the movie is post-90s women, so the follow-up marketing activities are mainly aimed at these people Fourth, help enterprises to select key customers through big data What many entrepreneurs struggle with is: which are the most valuable users among the users, friends and fans of enterprises? With big data, maybe all of these can be more supported by facts From the various websites visited by users, we can judge whether their recent concerns are related to your enterprise From the various content published by users on social media and the content interacting with others, we can find out a myriad of information By using a certain rule Association and integration, we can help enterprises to screen key target users Fifthly, through big data analysis, you can be more clear about the characteristics of your product consumers Facing the changing new media, many enterprises want to transform fans into potential users, activate the value of social assets, and make multi-dimensional portraits of potential users by analyzing the public content and interactive records of fans The purpose is to more accurately analyze the characteristics of your product consumers Big data can analyze the interactive content of active fans, set various rules of consumer portraits, associate potential users and member data, associate potential users and customer service data, screen target groups for precision marketing, and then enable traditional customer relationship management to integrate social data, enrich users' labels of different dimensions, and dynamically update consumer life cycle data, and maintain The information is fresh and effective Among the numerous business management modes under the big data analysis framework, UFO model attracts more attention Here, u represents user experience, i.e user experience, and its corresponding direction is product design; F represents freemium, i.e free business mode, and its corresponding direction is business mode research and design; o represents refined operation, and its corresponding direction is product marketing operation According to the research, big data (2014) plays different roles in the following three aspects Among them, big data has medium relevance with u (user experience) and f (free business model), and the highest relevance with O (refined operation) Today, our operators' big data analysis ability in business model design, business model research, business model innovation and other aspects is still relatively weak We may not see a very successful case of using big data analysis to design business model in China so far, perhaps because the current wisdom for computers has not reached the level of the ability to design business model But we can use big data analysis to monitor the industry and innovation, so that we can assist the strategic planners to design the business model Good products come from operation Internet products need to be continuously operated and polished The purpose of product operation is to expand user base, improve user activity, find suitable business model and increase revenue The successful Internet operation should be refined, and the successful refined operation needs big data support Big data and Internet thinking are most relevant in this respect Therefore, in the application scenario of big data, enterprises must give priority to how to conduct refined operation through big data to drive better operation efficiency and effect Based on big data, we can better do fine operation monitoring, more accurate user segmentation, more accurate personalized recommendation, more reasonable evaluation of marketing promotion effect and relevant marketing strategy innovation based on user life cycle We should pay attention to the following aspects: 1 User segmentation based on big data Based on big data, we can find a better segmentation dimension, and make a better separation of users, so as to assist product operators to make more accurate user segmentation, and insight into the interests and consumption trends of each segmentation group, and carry out targeted planning and operation activities for each type of users 2 Through the method of big data, we can evaluate the effect of different channels If you only look at some surface data, such as the click through rate of advertisements, it is very difficult to measure the real effect of different promotion channels If the channel behavior of users and the subsequent product behavior (i.e various use behaviors of users in products obtained through channels) are tracked, and a channel quality evaluation model is built based on this data, the real quality of the channel can be better found, or more directly, the number of false traffic of the promotion channel can be found 3 Through the use of big data for targeted user portraits, and through user portraits data, user behavior and preferences, combined with personalized recommendation algorithm to recommend different products or products according to different interests and needs of users, through the algorithm to truly achieve "give what you want" to maximize the efficiency and effect of promotion resources Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,