大数据的营销价值

The Marketing Value of Big Data

信息爆炸的时代,对于数据的关注、分析和运用,得到了越来越多的行业、企业的重视和践行。"数据营销",也因此走进了人们的视野。大数据时代的社会化营销重点是理解消费者背后的海量数据,挖掘用户需求,并最终提供个性化的跨平台的企业营销解决方案。大数据的价值在于能更加智能地提升精准广告能力,给品牌商品主动对焦目标客户,给相关企业带来更高的投资回报率。大数据营销可以说是由媒体、广告主、用户三者共同造就的,用户是数据的源头,媒体是数据的起因,广告主是数据的结果。在海量繁杂的数据中用算法挖掘出用户的营销价值,并在合适的媒体上及时达成广告主的营销目标是大数据带给网络营销的新机遇。

In the era of information explosion, more and more enterprises and industries pay attention to data and put them into practice. Data marketing thereby comes into view. At the age of big data, network media become dominant players from providers. The focus of marketing is on comprehending mass data of consumers, tapping their needs and offering individualized solution. The value of big data lies in the improvement of advertising capabilities and higher rate of return on investment for brand enterprises. Big data marketing is caused by media, advertisers and users, which respectively act the role of origin, reason and result. It also provides new opportunity for network marketing through tapping the value from mass data and achieving marketing target of advertisers on the suitable media.