The key to big data marketing is to "pick data"

In the process of traditional enterprises touching the net, the problem of big data marketing has become increasingly prominent.

Traditional enterprises have accumulated a lot of data in the past, including financial data, customer data, network data and so on. However, the emergence of big data makes it face unprecedented challenges. The first and most important thing is big data marketing.

165438+In July, Li Feng, senior vice president of Guo Shuang Science and Technology, said in an interview: "Big data has the possibility of more refined marketing because of its wide range and diverse types, and it also faces the challenge of how to mine the most valuable marketing data."

Generally speaking, traditional enterprises mainly adopt online and offline (namely "O2O") mode, which is different from large B2C websites such as Taobao, JD.COM and Amazon. Traditional enterprises hope to build competitive online brands through the Internet.

In this process, traditional enterprises themselves will produce a lot of data, but they will also face the problem that "products are digitized; Product standardization; Product long tail, non-standard; And dependence on products and services.

Li Feng told reporters: "The bigger the data, the better. Guo Shuang Science and Technology hopes to help customers find the data that can really be used for decision-making from the massive big data. These valuable data are' small data'. " In other words, "small data" is data summarized and refined according to the specific needs of customers.

In fact, in the process of gradually exploring online and offline marketing, traditional enterprises also want to establish their own data management mechanism to form an overall sequence of user data and advertising data formed by their advertising activities for more efficient application.

Li Feng told reporters that based on these different needs of customers, Guo Shuang Science and Technology has explored a set of "Adsuite solutions". During the implementation of the solution, Guo Shuang first discussed with customers to improve the online KPI, and then helped optimize the performance from the aspects of quantitative analysis, visual display, search engine marketing and cross-platform integration of channels.

"Dongfeng Nissan used this solution to complete 90% of its annual sales target in just six months." Li Feng said, "Seeing the sample of Dongfeng Nissan, Chrysler, SAIC, Maserati and Ferrari have also cooperated with Guo Shuang."

In fact, to truly realize the value of big data, liquidity is very important. The goal of Guo Shuang Science and Technology Adsuite solution is to help customers integrate different platforms and extract the most valuable data.

Yang, president of iResearch Group, said that the data value of different platforms varies greatly. The traffic conversion rates of Baidu, Alibaba and Tencent (commonly known as "BAT") are quite different. Each PV conversion of Baidu and Ali is almost fifty cents, and Tencent is less than one cent. The reason behind this may be that the data of search engines and e-commerce are more valuable than the data browsed on the Internet.

At present, Internet giants have changed from simply reselling traffic to data-based competitiveness. Data analysis service providers who provide services for traditional enterprises are also facing the transformation from "selling traffic" to "picking traffic".