What is Unicom Big Data Precision Marketing?

Unicom Big Data has accumulated rich data capabilities, platform capabilities, product delivery capabilities and industry solution capabilities, and has served 17 industries. Unicom Big Data has formed solutions for various industries on the basis of precision marketing, digital marketing and digital public opinion standard products.

Today, let's explain how powerful Unicom's big data precision marketing is.

First, the user portrait

User Portrait is a tagged user model abstracted by Unicom Big Data according to users' social attributes, living habits, consumption behaviors and other information.

Specifically, it includes the following dimensions:

1. Fixed characteristics of users: gender, age, region, education level, date of birth, occupation and constellation.

2. User interest characteristics: hobbies, using APP, website, browsing/collecting/commenting content, brand preference and product preference.

3. Social characteristics of users: living habits, marriage, social/information channel preferences, religious beliefs, family composition.

4. Consumption characteristics of users: income status, purchasing power level, commodity types, purchase channel preferences, and purchase frequency.

5. Dynamic characteristics of users: current time, demand, places to go, surrounding businesses, surrounding people, news events, and how to generate accurate portraits of users can be roughly divided into the following three steps.

Step 1: collect and sort out data: predict the unknown with the known.

First of all, we should master complex data sources, including user data, various activity data, e-mail subscriptions, online or offline databases, customer service information and so on.

This is a cumulative database. The most basic thing here is how to collect the user behavior data of the website //APP.

For example, when you log in to a website, its Cookie always stay in the browser, when the user touches the action, clicks the location, button, likes, comments, fans and access paths.

You can identify and record all his/her browsing behaviors, and then continuously analyze the keywords and pages you have visited, and analyze his/her short-term needs and long-term interests.

You can also have a very clear understanding of each other's work, hobbies, education and other aspects by analyzing the circle of friends. This is more comprehensive and true than the form filled out by individuals.

We use known data to find clues, constantly dig up materials, understand the existing needs of customers, and analyze unknown customers and needs to further develop the market.

Step 2: User grouping: label by category.

Descriptive analysis is the most basic method of analysis and statistics, which is divided into two parts: data description and index statistics.

Data description: used to describe the basic situation of data, including the total number, scope and source of data. Indicator statistics: model the distribution, comparison and prediction indicators.

There are often some mathematical models of data mining, such as response rate analysis model and customer tendency model. This kind of grouping uses the Lift diagram to tell you which kind of customers have higher contact and conversion value through scoring.

In the analysis stage, the data will be transformed into an impact index, and then you can do "one-on-one" precision marketing.

For example, a post-80s customer likes to order food in the morning 10, go home to cook at 6 pm, and go to eat Japanese food nearby on weekends. After the collection and transformation, some labels will be generated, including "post-80 s", "fresh", "cuisine" and "Japanese cuisine", which will be attached to consumers.

Step 3: Formulate strategies: optimize and readjust.

With user portraits, we can clearly understand the needs. In practice, we can deeply manage customer relationships and even find opportunities to spread word of mouth.

For example, in the above example, if there is a fresh discount coupon and the latest recommendation of a Japanese restaurant, the marketer will accurately push the relevant information suitable for the product to the consumer's mobile phone;

Send the recommendation information of different products, and at the same time, know the customer's behavior and preferences in time through satisfaction survey and tracking code confirmation.

In addition to customer segmentation, marketing R&D personnel of customer alliance also observe the conversion rate and success rate in different stages, and compare them before and after to confirm whether the overall marketing strategy and direction are correct and how to deal with the poor results. Repeat trial and error, adjust the model and realize circular optimization.

Second, accurate prediction.

Forecast? It allows you to focus on a small group of customers, but this group of customers can represent most potential buyers of a specific product.

When we collect and analyze user portraits, we can achieve precise marketing, which is the most direct and valuable application.

Advertisers can post advertisements to users who want to reach them through user tags.

There can be multi-channel marketing strategies such as search advertising, social advertising, mobile advertising, marketing analysis, marketing optimization, and one-stop marketing optimization of back-end CRM/ supply chain system to comprehensively improve ROI.

Third, technical tools.

Operators' big data is comprehensive, multidimensional, neutral and complete, which is unmatched by other enterprises. Through the cross-correlation of these different dimensions of data, more new data and new value can be created.

(0 1) Identity-The operator can not only completely cover the customer information, but also verify it based on the actual behavior, and quickly judge the user's credibility through the identity information.

(02) surfing the Internet-based on websites visited by users, downloaded applications, visited contents, etc. They get their own preferences for surfing the Internet.

(03) Location-Through location information, operators can grasp the travel characteristics of users, which brings great convenience to users.

(04) Socialization-Based on the size of social circle, calling and called, and time series, the social characteristics of users are obtained.

(05) Expenditure-Operators have the most detailed consumer bills of customers, such as traffic charges, SMS charges, voice charges, new service charges, etc., which can reflect some characteristics of users.

(06) Communication-Understand the characteristics of users' call behavior through their communication usage, such as local, roaming and long distance.

(07) Terminal-Identify and record the model of the mobile phone terminal, and understand the user's mobile phone usage characteristics, development trend and user replacement cycle.

(08) Time sequence-arrange according to time through users' behaviors such as surfing the Internet, locating and making phone calls, so as to understand more laws and provide more services.