Big data information promotes the transformation of marketing model.

Big data information promotes the transformation of marketing model.

Victor Mayer Schoenberg, the father of big data, believes that the essence of the world is big data.

Come to think of it, it's true. With the advent of the era of big data, data is no longer an abstract technical term, it has penetrated into all aspects of our lives.

Whenever a hurricane comes, Wal-Mart in America will sell flashlights and egg tarts together. This is because through Wal-Mart's multidimensional data analysis, it is found that before the arrival of seasonal hurricanes, the sales of flashlights and egg tarts will increase greatly, and there is a magical connection between hurricanes, flashlights and egg tarts. Using price adjustment software, retailers can automatically modify the price of 2 million items within 1 hour, which is a dynamic pricing mechanism based on competitors' prices and sales volume. Australian digital outdoor advertising company collects audience information in real time through audience measurement equipment installed on digital outdoor media. When it is detected that the viewer is a woman at this time, the advertisement with the highest advertising cost for female users will be automatically played in the background.

The above cases mentioned in this book are all based on the channel, pricing and advertising innovation of big data. As a textbook on big data marketing, different from the previous textbooks with only boring and obscure theories, each chapter of this book is accompanied by vivid classic cases, covering leading companies in many different fields, showing the most valuable application cases of giant companies such as Tencent, IBM and Wal-Mart in big data marketing. Through the detailed analysis of these cases, readers can better understand the operational concepts and methods of big data marketing.

So why understand big data? What changes can big data bring to marketing?

The innovation of information technology promotes the change of thinking mode, and the information storm brought by big data opens the change of marketing model. A research report "Big Data: The Next New Field of Innovation, Competition and Productivity" released by McKinsey Global Institute five years ago pointed out that data has penetrated into every industry and business function field today and become an increasingly important production factor; The use of massive data indicates a new wave of productivity growth and the arrival of consumer surplus.

For marketing, big data can help brands find opportunities (new customers, new markets, new laws and new strategies), avoid risks and potential threats, and also help to adjust and optimize brand marketing decisions. Therefore, how to use big data technology to achieve greater marketing value and effect is an area worthy of continuous thinking and exploration.

Yang Yi, the author of this book, has devoted himself to the field of marketing for more than ten years, done a lot of forward-looking research work, and has rich theoretical basis and practical experience. Not only has it made great achievements in the traditional marketing field, but it also has unique opinions on new marketing in the era of big data, and has put forward many valuable opinions on advertising, marketing and digital marketing. I believe this book can open a window of insight into big data marketing for students majoring in advertising marketing in colleges and universities, as well as relevant researchers and practitioners, and at the same time bring enlightenment in changing the way of thinking and cultivating big data thinking.