Gain marketing value from big data

Obtaining marketing value from big data relies on the accumulation of huge network user behaviors. More and more industries realize the importance of data for marketing. The industry revolution produced in the IT era represented by the Internet has gradually been gradually replaced by big data.

Replaced by the "DT" era.

What is "DT"?

Yu Jie, vice president of AdTime, a big data marketing company, said in an interview with a reporter from China News and Publication News that "DT" is a manifestation of data magnitude. The most important thing in the big data era is the accumulation of huge data.

.

Use the analyzed data to form a more in-depth study of a certain industry and form a more accurate judgment of the target group of this industry, which reflects the advantages of big data in improving marketing accuracy. This is also a big data marketing

The charm of.

Precision marketing that taps user needs. Compared with traditional advertising methods such as TV and video pre-rolls, big data has brought a new type of advertising and marketing model, which is to conduct advertising based on tapping user needs.

Deliver.

"The reason why video advertising is favored by advertisers is that it can effectively help advertisers cover the shortcomings of TV advertising time nodes and play a supplementary role in expanding the demand of the population. This is an additive process. Accuracy under big data

Marketing, on the other hand, uses forward-looking market analysis, competitive product analysis, consumer trend analysis and other data services based on massive data to help advertisers find the most potential user groups and allocate advertising budgets in data marketing more rationally.

. From this perspective, the marketing method under big data is subtraction." Yu Jie told reporters.

In fact, full-media multi-screen digital marketing and data services constitute AdTime’s two main businesses.

Using big data, AdTime provides enterprises with digital marketing strategies on PC, mobile and traditional TV, and brings more convenient services and better user experience to consumers.

Yu Jie said that although many companies are currently engaged in big data business, AdTime's data accumulation and resource acquisition technology since 2005 have become the biggest advantages that distinguish it from similar companies.

At present, AdTime is not only a cooperative unit of the Zhejiang Provincial Foreign Trade Corporation Service Platform, but also a supporting unit of the Zhejiang Provincial Big Data Industry Alliance. The company's business scope has also covered Southeast Asia.

Data Marketing Showing Segmentation Trends Data from the "China Internet Development Report" (2014) shows that in 2013, China's mobile marketing steadily improved, with a transaction size of 15.52 billion yuan, a year-on-year increase of 105%, and the market development potential is huge.

Faced with the increasingly mature digital marketing market and advertisers' increasing demand for precision marketing, big data marketing has also entered a more segmented field from the conceptual stage.

It is understood that in 2014, companies engaged in big data analysis and data industry consulting are developing in the direction of specialization and industry.

Different industries such as automobiles, fast moving consumer goods, women's products, finance, etc. have completely different big data application directions and fields.

How to better refine these data according to the characteristics of the industry and serve the industry in a more detailed and accurate manner has become the future development direction of industry-specific data services.

In order to better serve advertisers in different industry segments, the cross-network multi-screen interactive marketing platform AdMatrix came into being.

Since this year, AdTime has also launched Adas, an open platform for brand protection and advertising search. Using this open platform, all users can search for the advertising status of the brands they care about.

“This year we will release the first version of the industry advertising consulting report at the end of the year based on the data from this platform and targeting the advertising and needs of different industries,” Yu Jie said.

The importance of big data in building a personalized data management platform is gradually recognized by all walks of life. More and more large institutions have accumulated huge database resources through years of effective accumulation. How to effectively use this data has become a top priority for these enterprises.

practical problems before us.

To this end, AdTime will provide advertisers with a corresponding customized DMP data management platform this year.

Through this platform and access to third-party industry data, advertisers can be told how their brand's audience is in different regions, how to better find their market positioning in this region and a certain time period, and how to view competitors'

real time situation.

"The DMP data management platform is also one of the new businesses that the company has developed this year." Yu Jie said that there are currently overseas brands preparing to enter the Chinese market and are discussing relevant cooperation with the company.

The company will also launch customized data management platforms this year for the two sub-sectors of e-commerce and automobiles.

According to the reporter's understanding, with the further development of big data technology, AdTime, which focuses on big data marketing, has gradually "turned" its business to big data consulting and launched a data marketing consulting platform.

Through this platform, we can provide brand digital marketing consulting services such as competitive product analysis, channel expansion, and marketing strategies for brands in different industries.