Abstract Nowadays, the industry and academia have been discussing a word, that is, "big data", as long as it can talk about big data, it is very high. However, big data mining, big data analytics, big data marketing, etc. are just the beginning, for most abrasives in the industry...
Nowadays, the industry and academia have been discussing a word, that is, "big data". For most companies in the abrasives industry, big data still has a strong mystery. So, when we haven't fully understood how to use big data to mine, all kinds of public opinion about big data is endless. In fact, we may wish to calm down first. First of all, we should think about the question: What value will big data bring to abrasives and users? Value for the business
Let us first look at a foreign case:
We all know the American TV series "House of Cards". When it comes to the success of "House of Cards", the biggest credit is big data analysis. Therefore, "House of Cards" has almost become a classic case of big data marketing, and it is also a successful attempt by Netflix to determine content production based on user information mining. Netflix's subscribers have reached around 30 million, and most of the users' viewing is related to the accurate recommendation system. Netflix regularly collects and analyzes the behavior of users watching movies or TV shows, such as analyzing the user's viewing habits based on the user's rating of the movie, the user's sharing behavior, and the user's viewing history, so as to infer what kind of TV drama the user likes. What kind of style do you like, what kind of director and actor you like. Based on this, the algorithm is used to recommend the videos of the videos of interest to the user until the user finds the favorite movie and TV drama. The director and starring of "House of Cards" is predicted by Netflix after mining user information.
Then let us look at a domestic case:
We all know the cooperation between Alibaba and Sina Weibo. Alibaba has invested 586 million in Sina Weibo. In addition to the analysis of the major media on the Internet, and thinking that Alibaba hopes to create an ecosystem, strengthen traffic portals, challenge Tencent, and so on, there is another important reason may be the strategy of big data marketing.
Nowadays, all major Internet hackers are staking, encircling users, who can circle users and let users be active on their platforms. Whoever has a lot of information about users (including prominent front-end information and hidden background information) ). Sina Weibo has hundreds of millions of users in China. This amount is very large, but if Sina can't make rational use of the information generated by these users, then these resources are a huge waste. Let's look at Alibaba, China's largest e-commerce platform. It has products, but it does not have complete information about daily life behavior of users. It only purchases information, but these purchase information are not enough to understand the characteristics and preferences of the people. Therefore, only by cooperating with Sina Weibo, mastering the behavior information of a large number of users, classifying them, and finding preferences, preferences, interests, hobbies, habits, communication habits, sharing paths, etc. of different groups of people and even different individuals can be realized. Accurate marketing, and even through the information dissemination rules of different users, to develop the best brand communication path for products. This is a huge gold mine.
For the abrasives industry, it is conceivable that in the future, customers will see the recommended products on various websites, which is exactly the products that customers need, so customers can directly pay and purchase on the website. That is to say, enterprises can use the mining of big data to accurately target the needs of users, target the positioning of the user's most needed product advertising content, and even further extract information from the user's feedback information, thereby predicting market direction and guidance. The development of new products, etc., is crucial to the company's development.
Value to users
The above two examples are all about the value that big data brings to enterprises. So, is there any value for big data marketing for users? Is the user very disgusted with precision marketing? Let's take a look at a new survey data:
The National Advertising Research Institute of Communication University of China has just released a 2014 China-US Mobile Internet Development Report. This survey compares the usage habits of mobile Internet between Chinese and American users and the attitude of mobile users to mobile advertising.
The survey shows that the most likely advertising content that the smart terminal user responds to is: (1) the advertisement related to the user's purchase of the item (2) the coupon related to the item to be purchased (3) the funny advertisement (4) and the user's favorite Brand-related advertising (5) Advertising related to users visiting websites or used applications online (6) Advertising related to recent online shopping (7) Advertising related to the user's location (8) and recent listening, Watch radio/television related ads. (% ratio ==20%)
From these data, we can see that 6 out of 8 results are related to the accurate marketing of big data. For example, an advertisement related to a user's purchase of an item may cause a user's response or interaction. How to understand? The premise of big data marketing is to calculate and speculate the real needs of users, to see what related products users need to buy, and then to directly push the users what they want and like, and to achieve accurate arrival. So what about users? Users are willing to respond to such push ads or products, because these ads are less disruptive to users, and the user is struggling to reduce the decision-making process of comparing or shopping after three purchases, saving time and allowing users to directly find The product or service that is really needed inside.
Therefore, such a result shows that the big data precision marketing is not completely disgusting to the user, but to the extent that you guess the user's mind. Therefore, if the content you push is related to the item the user wants to purchase, it is related to the user's favorite brand and so on. Then this kind of precision mining will not be objectionable to the user, but will bring convenience to the user.
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