Based on a large data precision marketing

In the big data before the arrival of the era of corporate marketing can only use traditional marketing data, including the effect of the activities of some line of customer relationship management system, customer information, advertising effectiveness, exhibitions. Source of the data is limited to a particular aspect of limited information to consumers, does not provide sufficient hints and clues. Internet era has brought a new type of data, including the use of the site, the location of data, mail data, social media data.

Business Marketing Big Data era of Big Data technologies can make use of new types of data and traditional data integration, and thus more comprehensive understanding of consumer information on customer groups broken down, and then take the specific needs of special groups for each action, that is, precision marketing.

Precision Marketing Overview

Precision Marketing is a method of quantitative and qualitative business by combining different consumer target market for detailed analysis, and according to their different consumer psychology and behavioral characteristics, the use of targeted modern techniques, methods and point to a clear strategy in order to achieve the effectiveness of strong, high-return investment in marketing communication for different target markets consumer groups.

The biggest advantage is precision marketing "accurate", namely on the basis of market segments, different consumers detailed analysis to determine the target object. The main features are the following precision marketing.

Precise customer orientation is the basis of marketing strategy.
Precision marketing can provide efficient, high-return investment personalized communications. Over the past marketing campaigns is the public face, unclear objectives, communication ineffective. Precision marketing is in determining the target audience, divided into various stages of the customer life cycle, to seize the minds of consumers, detailed and effective communication.
Precision marketing to provide customers with value-added services for customers detailed analysis, tailored to avoid the user selection of merchandise, saving customers time and energy costs, while meeting the customer's individual needs, increase customer delivered value.
Advanced information technologies can benefit companies achieve precision of marketing, the arrival of "big data" and "Internet +" era, which means people can use personality traits mirrored in the world of digital mapping out the real world.

Improve these technologies reduces the cost of business for target location, but also improve the accuracy of target analysis.

Precision marketing tools to use advanced Internet technology and big data technology to enable enterprises and customers to long-term personalized communication, so that businesses and customers to reach a consensus to establish a stable loyal customer base for the company to lay a solid foundation.

Thanks to the modern way to protect highly fragmented logistics, companies can get rid of the middle channel hybrid multi-link, and from reliance on traditional marketing modular organization, truly personalized customer care. By quantifiable market positioning technology, precision marketing can do to break the traditional marketing limitations of qualitative market positioning, so that enterprises can regulate the marketing reach and measurable requirements. In addition, precision marketing has changed the traditional advertising necessary cost.

Large data precision marketing process

The traditional marketing concept is based on the basic attributes of customers, such as the customer's gender, age, occupation and income to determine the customer's purchasing power and demand, thus market segmentation, and to develop appropriate product marketing strategy, which is a static marketing.

Big data is not only recorded the trajectory of people's behavior, but also record people's feelings and habits can accurately predict customer needs, in order to achieve customer life cycle precision of marketing benchmark, which is a dynamic marketing process.

1) help customer information collection and processing

Customer data collection and processing is a process of data preparation, data analysis and mining foundation, and the foundation is the key to improve precision marketing.

Precision marketing information content needed to include descriptive information, behavioral information and related information such as three categories.

Description of the basic properties of customer information, basic information such as age, gender, occupation, income, and contact information.
Behavior information is characteristic of buying behavior of customers, generally including the type of customers to buy products or services, consumer records, purchase quantity, purchase frequency, return behavior, payment, customer and business contact records, as well as the customer's consumption preferences.
Psychological factors related information is the internal customer behavior, commonly associated information including the satisfaction and loyalty, preferences or attitudes products and services, the loss of contact between the tendency and the tendency of enterprises.

2) customer segmentation and market positioning

Enterprises should engage in effective management of different customer groups and to take differentiated marketing tool, we need to distinguish between different customer groups. In practice, the traditional market segmentation variables such as demographic factors, geographical factors, psychological factors due only provide customers a more vague outline, has been difficult to provide a reliable basis for precision marketing decisions.

The era of big data, the use of Big Data technologies can quickly filter on the company valuable information in the mass of unstructured information collected on customer behavior patterns and accurately determine and analyze customer value, so that we may even understand "each a man ", and not just by" to provide customer insight and marketing strategy target population. "

Big data can help companies selected key customers in numerous user group, which uses certain rules related to determine the enterprise's target customers, helping enterprises to invest its limited resources to a small number of loyal customers in this, that carry out marketing the focus on this most important of the 20% of the customers pay more attention to that part of quality customers, with a minimum investment for maximum return.

3) assist marketing decisions and marketing strategy design

After customers receive different group characteristics based on existing data, marketers need to combine business strategy, business, market conditions and other factors, to find possible business opportunities in different groups of customers, and ultimately develop personalized for each customer group marketing strategy, marketing strategy each have a specific goal, such as access to similar customers, cross-sell or up-sell, and to take measures to prevent the loss of customers and so on.

4) precision marketing services

Dynamic data tracking can improve the user experience. Companies can track users understand the product's condition, make timely reminder. For example, if approaching the shelf life of food; car use for wear, the need for maintenance and so on.

Streaming data to make our products "live", companies can always make a plan based on feedback data, accurate forecasting customer needs, improve customer quality of life. For potential clients or consumers, businesses may be through a variety of modern information dissemination tools directly with customers one to one communication, can also be sent by e-mail will analyze the information obtained to the consumer, and track consumer response .

5) marketing program design

In the era of big data, a good marketing plan can be focused to a target audience, or even provide precise marketing mix plan for their specificity according to the different every consumer tastes and preferences, including targeted product portfolio programs, product price plan, channel design, one to one communication marketing programs, such as audience 020 channels design, purchase of online advertising methods and real-time bidding technology, such as location-based promotions.

6) the results of marketing feedback

In the era of big data, after the end of the marketing campaign can be for a variety of data collected during the execution of marketing activities to comprehensive analysis, dig out the most effective enterprise market performance metrics data from the mass and the traditional performance metrics enterprise market expand comparison in order to establish the superiority and value metrics based on new data, and thus the effectiveness of the implementation of marketing activities, channels, products and advertising evaluate, and lay a good foundation for the next phase of the marketing campaign.

3. Large data precision marketing

In the context of big data, Baidu and other companies master data object resources a lot of research, before and after the behavior of these users will be able to be accurately correlated.

1) real-time bidding (RTB)

Simply speaking, the operation RTB intelligent delivery system is that when a user makes a request for browsing the web, the request message for comparison, the system will send a message to the rear of the platform by speculative demand for the visitors identity and preferences in the database, then bid by the advertiser, the highest bidder can put their ads instantly put on the user's page.

RTB using a web browser traces and Cookie technology to record the user's IP address, and the use of Big Data technologies for mass screening data analysis, the information needs of users, to show the appropriate promotional content to the user. This intelligent delivery system can precisely target customers significantly increase your acceptance rate, has great commercial value and broad application prospects.

2) Cross-selling

"Beer and diaper" is a classic case of data mining. Massive data contains a lot of information through the effective analysis of the data, companies can discover other needs of customers, for customers to develop service packages, but also through the promotion of complementary products, providing customers with more and better services, such as banking Insurance companies and business cooperation, the communications industry to develop mobile Internet and SMS monthly package and so on.

3) Point Advertisement

"Spot report" is to "point and told to" replace "advertising that" change the traditional idea of one-sided pursuit of advertising coverage, the crowd turned to focus on your audience and audience segmentation effect. Specifically, when the user is registered as users reported net point, if fill in their career and hobbies, etc., reported net point can perform data mining analysis based on user information, and then recommend the appropriate title to the user, then the user the automatic answer case the user groups, further distinguish the precise target audience.

"Point divisions" for its accuracy, interest, participation and in-depth nature, should influence the target audience, and ultimately to promote the enterprise.

4) narrow divisions

"Narrow divisions" and opposed to advertising, the product information is a kind of targeted advertising delivered to those who want to pass to the front of the business. The "narrow divisions" based on the concept of precision marketing, advertising at the time, semantic analysis technology to advertisers keywords and text matching network, which targeted the ads on affiliate sites related articles around the narrow advertising .

"Narrow divisions" to accurately distinguish target area by address, locked area which is designated advertiser's target customer's location, and finally succeeded in precisely target your audience.

5) targeted advertising push

Social network advertisers can be on the Internet and mobile applications in a lot of social media personal page search, find real-time information mentioned brand manufacturers, and users publish text, pictures and other information to judge, to help advertisers deliver ads in real time that served ads more in line with the actual needs of consumers, and therefore more accurate and effective.

57 association rules data mining analysis
58. The Apriori algorithm and FP-Tree algorithm
59. Based on a large data precision marketing of
60. based personalized recommendation system big data
61. Big Data predictive
62. The other big data applications
63. big data can be used in which industries
64. in the financial industry, large application data
65. big data applications in the Internet industry
66. the application of big data in the logistics industry