Big data opens the era of enterprise precision marketing

Big data opens the era of enterprise precision marketing

The development of big data marketing provides a broad development space for enterprises with leading advantages in technology, data and application. 10 On June 27th, Dianfen Group, a leading big data company in China, released the big data marketing platform product "Dianfen Marketing Manager" (BMM) for corporate customers and advertising agencies. This product aims to break through the bottleneck of precision marketing in the domestic market, realize marketing management based on big data background, and build a marketing management platform and service with full data life cycle.

It is understood that "marketing manager" helps enterprises to tap the value of one party's data, open up three-party data and gain more comprehensive consumer insight based on unique technology, data and model advantages. At the same time, "Marketing Manager" connects many leading channel partners and data providers in the industry, integrates various media resources such as display advertisements, search advertisements, e-mail and SMS platforms, and provides one-stop marketing solutions for corporate customers.

Su Meng, founder and chairman of Percentage, said that "Marketing Manager" made precision marketing not only have radar detection market, but also precise positioning by satellite. "Marketing Manager" is another innovative achievement based on the position of "Big Data Empower". Its value lies in providing accurate audiences, flexible delivery rules and rich channel choices for corporate customers. Through cross-channel and cross-screen marketing combination, we can better reach the target group and achieve the effect of precise marketing.

In the era of multi-screen and mobile Internet, consumer data is highly fragmented, making it difficult for enterprises to fully touch and manage. On the other hand, the data on the enterprise side is often limited, and there is no need for third-party data supplement. Zhang Yifan, vice president of percentage products, pointed out that precision marketing is the most widely used field combined with big data technology. Based on the integration of three-party data partners and channel resources, "Marketing Manager" gives the technical ability of data-driven intelligent marketing to enterprise customers and service providers, so that they can better adapt to the marketing model in the era of big data.

Zhao Zheng, founder of Bihe Technology, said that the development of Internet advertising in China has gone through several different stages, and the whole industry has become more and more subdivided from top to bottom. After the formation of the industrial chain, every link has a trend of extremely subdividing industries, including DSP (demand side platform), DMP (data management platform) and SSP (supplier platform), but it does not mean that now is the end. I believe there will be more companies in a year or two, and the whole industry will be more and more subdivided.

According to Shen, a professor in the marketing department of Guanghua School of Management, Peking University, big data marketing and precision marketing should be able to judge consumers' preferences very accurately and timely, and deliver products or advertising information that consumers care about to him in a very effective way. There are two difficulties here. One is the problem of data and technology. Information collection not only focuses on the past purchase behavior, but also hopes to get a complete portrait of consumers, which requires connecting a lot of data, including purchase behavior, online search behavior, and even information released by personal Weibo and friends. Effectively integrating these data sources is a challenge in itself. Second, the model needs more improvement and wider popularization.

The above is what Bian Xiao shared with you about big data opening the era of enterprise precision marketing. For more information, you can pay attention to Global Ivy and share more dry goods.