Application of Big Data in Enterprise Internet Transformation

Application of Big Data in Enterprise Internet Transformation

How to use big data to do membership marketing well? How to connect consumers with big data and create an interactive O2O closed loop? 65438+On February 26th, at the sixth gathering of Massive Big Data Research Association, Gu Jun, the managing partner of Yiyi Consulting, shared some practical cases of big data landing in traditional enterprises.

The arrival of the era of big data: those who get the "demand chain" get the world.

Traditional enterprise sales can be divided into three eras: 1.0 physical store, 2.0 PC-based Internet e-commerce, and 3.0 mobile Internet interactive products/services/marketing.

Assessment indicators in three eras: 1.0 era to assess channel shipments, 2.0 era to assess store traffic, conversion rate and customer unit price, and 3.0 era to focus on people-user segmentation based on big data.

Internet thinking is user thinking, and big data insights around consumers will become the decisive force for future enterprise competition.

In the future, the supply chain of retail enterprises will push products where consumers can see and reach them. Demand chain is to find the pain points of consumers and create demand. Mastering the "demand chain" is equivalent to mastering the right to speak.

Big Data and Member Marketing Practice

How to use big data to turn losses into profits through the precise marketing of existing customers? The market is subdivided by big data, and its labels can be divided into eight categories: geographical location, demographic characteristics, value potential, use occasions, purchase behavior, demand motivation, personality attitude and lifestyle.

Among them, the first five types of data are structured data and belong to low-dimensional labels, which are relatively easy to obtain, while the last three types of data are generally unstructured and belong to high-dimensional labels, which are difficult to obtain and costly. The understanding of consumers consists of these eight aspects. The deeper the brand's understanding of high-dimensional labels, the more competitive it is.

Future competition will break industry restrictions and compete for consumers' time and attention. It is more important for brands to understand the three high-dimensional labels of buying behavior, demand motivation, personality attitude and lifestyle, and they can make use of big data.

The traditional marketing method simply classifies consumers according to the income of customer orders. The key method of big data mining is to find relevance tags, which is a revolutionary change of user value clustering-clustering and centroid.

Taking a chain retail brand as an example, users are divided into seven categories through labels, and different marketing activities and product combinations are formulated for different types of customers to help further improve the conversion rate. The monthly sales increased by 133%, and the monthly sales of old customers increased by 100%, with an increase of nearly 1 100 million yuan.

Development Trend of Next Generation Internet: Big Data Closed Loop, Interactive O2O

In the Internet era, "user information" has become an equally important and manageable asset as "people, money and things", and corporate profits that exceed expectations can be obtained through big data capabilities.

The era of creating value for enterprises through user information has arrived, but do enterprises really realize the importance of user information? Enterprises increase sales by buying traffic, but ignore the information of unconverted customers arriving at the store. Enterprises have to look at their own business processes and lose many opportunities to obtain user information.

Take a chain retail brand as an example, it encounters development bottleneck, with high dormant membership rate and low repurchase rate. Store management was changed to user management. Within half a year, lost customers were recovered by 4%, sleeping customers were activated by 6% and active customers increased by 10%.

Future marketing organization direction: user planning group, interactive marketing group, content editing group and big data technology group.

User planning group: from the perspective of consumers, study the products needed by the group, what to communicate with the group, the purchasing environment of the group, the value-added services that can be provided, and obtain the budgets of different groups.

The above is what Bian Xiao shared for you about the application of big data in enterprise Internet transformation. For more information, you can pay attention to Global Ivy and share more dry goods.