Retail big data marketing focuses on process data.

Retail Big Data Marketing: Focus on Process Data

? What is big data marketing? Big data marketing is a marketing method based on a large amount of data from multiple platforms and relying on big data technology, which is mainly used in the Internet advertising industry. Big data marketing originated from the Internet industry, but it can be applied to the Internet industry and non-Internet industries. Relying on multi-platform big data collection and the analysis and prediction ability of big data technology can make advertising more accurate and effective, and bring higher return on investment to brand enterprises.

Big data era: Big data marketing is the general trend.

In the past, the marketing promotion of enterprises was basically a one-to-many model, that is, choosing a large platform, doing marketing promotion on it, and using the advantages of the platform to influence more users. This kind of advertising effect was relatively effective in the early stage, but with the change of users' channels of accepting content and their living habits and behaviors, such extensive marketing methods have been unable to promote users. At this time, enterprises need to attract target consumers with accurate marketing content in a limited time.

In the past, enterprises collected a large amount of user data through different channels. In the past, this kind of scattered and independent data did not seem to have much effect on enterprises, but now with the strengthening of the analysis ability of big data technology, enterprises can analyze user characteristics through these data mining.

On the basis of data analysis, acquiring users' personalities will help enterprises accurately locate the audience and target users, match personalized promotion and marketing content for each individual consumer, make marketing content more targeted and more in line with users' needs, rather than content unrelated to users' own needs, and greatly reduce users' sense of harassment. It is precisely because of this that more and more enterprises are beginning to do big data marketing. But some companies find that their big data marketing doesn't seem to be very accurate and effective, so what caused this result?

Excessive pursuit of result data makes enterprises ignore the key points.

The data in the marketing process can be divided into result data and process data. However, when doing big data marketing, most enterprises often pay attention to the result data and take the result data as the leading reference standard, which leads many enterprises to ignore a lot of process data in the marketing process. In fact, such process data is still very important for marketing.

So, what is process data? What is the result data? For example, if you are a mobile phone company, you care about how many people bought your mobile phone this year. This is the result data, and you care more about this. And who bought your mobile phone this year, including age, position and so on. And what concerns they have when buying your mobile phone; How many of them are your new users and how many are your old users; What can attract new customers and so on are all process data.

In the process of big data marketing, if you only pay attention to the result data and don't pay attention to the analysis and utilization of process data, just like selling a mobile phone, if you don't know who you sold it to, you won't have an accurate grasp of your product positioning, and you won't have any guidance on product development. The whole marketing campaign became meaningless. Enterprise marketing that sells goods only for the sake of selling goods will not promote and guide the long-term stable development of enterprises. Conversely, if these process data can be taken into account in marketing activities and recorded, I believe the conversion rate and return on investment of your marketing activities will be greatly improved.

With the development and maturity of big data mining and analysis technology, it is now possible to use technical means to track and analyze process data and continuously optimize it, thus helping enterprises to better carry out marketing activities and improve marketing efficiency. For example, the offline real-time scene marketing that Xinbai Technology is doing is based on the mining and analysis results of big data, and pushes personalized marketing information in real time according to the environment and consumption preferences of consumers, which greatly improves marketing efficiency.

So there is immeasurable value behind big data. For enterprises, big data can enable them to discover marketing opportunities, such as potential customers, new market rules, and avoiding business risks. It can also adjust marketing strategies and means in time according to the accurate portrait of users. But the premise is that enterprises must not blindly pursue the result data in the process of using big data marketing. Only by making full use of the process data can they harvest satisfactory result data.

The above is what Bian Xiao shared with you about the retail big data marketing with process data as the core. For more information, you can pay attention to the global ivy and share more dry goods.