2018-10-16 18:11
現在(zài)這(zhè)個年(nián)代咱們(men)能(néng)夠稱之爲是互聯網年(nián)代，說(shuō)得(de)細一(yī)點咱們(men)能(néng)夠說(shuō)是網絡營銷和(hé)大數據年(nián)代，由于這(zhè)個年(nián)代數據，信息就(jiù)是錢。把握了數據你就(jiù)把握了最新的(de)商機，盡管咱們(men)都知(zhī)道有這(zhè)兩個東西，可(kě)是真正将這(zhè)兩者結合的(de)并不是許多(duō)，所以爲什麽有些公司的(de)網絡營銷的(de)作(zuò)用沒有自(zì)己幻想的(de)那(nà)麽抱負，或許有許多(duō)原因，可(kě)是沒有運用大數據剖析，或許也(yě)是一(yī)個很重要的(de)影響要素。那(nà)麽他們(men)究竟應該怎麽結合，才幹讓咱們(men)的(de)支付得(de)到雙倍的(de)報(bào)答(dá)呢?
對(duì)許多(duō)企業來說(shuō)，大數據的(de)概念已不生疏，但怎麽在(zài)營銷中(zhōng)使用大數據仍是說(shuō)易行(xíng)難。其實，作(zuò)爲大數據最早落地也(yě)最早表現出價值的(de)使用領域，網絡營銷的(de)數據化已有老(lǎo)練的(de)經曆及操作(zuò)形式。下面，數據君就(jiù)整理一(yī)下，網絡營銷數據化實際操作(zuò)時要注意的(de)七大要害:
一(yī)、獲取全網用戶數據
首要需求清晰的(de)是，僅有企業數據，即便規劃再大，也(yě)僅僅孤島數據。在(zài)收集、打通(tōng)企業內(nèi)部的(de)用戶數據時，還要與互聯網數據統合，才幹精确把握用戶在(zài)站(zhàn)內(nèi)站(zhàn)外(wài)的(de)全方位的(de)行(xíng)爲，使數據在(zài)營銷中(zhōng)表現應有的(de)價值。在(zài)數據收集階段，主張在(zài)收集本身(shēn)各方面數據構成DMP數據渠道後，還要與第三方共用DMP數據對(duì)接，獲取更多(duō)的(de)方針人(rén)群數據，構成依據全網的(de)數據辦理體(tǐ)系。
二、讓數據看得(de)懂
收集來的(de)原始數據難以懂讀(dú)，因而還需求進行(xíng)集中(zhōng)化、結構化、标準化處理，讓"天書"變成看得(de)懂的(de)信息。這(zhè)個過程中(zhōng)，需求樹立、使用各類"庫"，如(rú)工(gōng)作(zuò)知(zhī)識庫(包含産品知(zhī)識庫、要害詞庫、域名知(zhī)識庫、內(nèi)容知(zhī)識庫);依據"數據格式化處理庫"衍生出來的(de)底層庫(用戶行(xíng)爲庫、URL标簽庫);中(zhōng)層庫(用戶标簽庫、流量計算、輿情評價);用戶共性庫等。經過多(duō)維的(de)用戶标簽辨認用戶的(de)根本特點特征、偏好、愛(ài)好特征和(hé)商業價值特征。
三、剖析用戶特征及偏好
将榜首方标簽與第三方标簽相(xiàng)結合，按不同的(de)評價維度和(hé)模型算法，經過聚類辦法将具有相(xiàng)同特征的(de)用戶劃分(fēn)紅(hóng)不同特點的(de)用戶族群，對(duì)用戶的(de)靜态信息(性别、年(nián)紀、工(gōng)作(zuò)、學(xué)曆、相(xiàng)關人(rén)群、日子(zǐ)習(xí)性等)、動(dòng)态信息(資(zī)訊偏好、文娛偏好、健康狀況、産品偏好等)、實時信息(地理方位、相(xiàng)關事(shì)情、相(xiàng)關效勞、相(xiàng)關消費、相(xiàng)關動(dòng)作(zuò))别離描繪，構成網站(zhàn)用戶分(fēn)群畫像體(tǐ)系。
四、拟定途徑和(hé)構思戰略
依據對(duì)方針集體(tǐ)的(de)特征丈量和(hé)剖析成果，在(zài)營銷方案施行(xíng)前，對(duì)營銷投進戰略進行(xíng)評價和(hé)優化。如(rú)挑選更适合的(de)用戶集體(tǐ)，匹配恰當的(de)媒體(tǐ)，拟定性價比及功率更高的(de)途徑組合，依據用戶特征拟定內(nèi)容戰略，然後進步方針用戶人(rén)群的(de)轉化率。
五、提高營銷功率
在(zài)投進過程中(zhōng)，仍需不斷收回、剖析數據，并使用計算體(tǐ)系對(duì)不同途徑的(de)類型、時段、地域、方位等價值進行(xíng)剖析，對(duì)用戶轉化率的(de)奉獻程度進行(xíng)評價，在(zài)營銷過程中(zhōng)進行(xíng)實時戰略調整。
對(duì)途徑依存關系進行(xíng)剖析:剖析推行(xíng)途徑的(de)構成類型與網站(zhàn)頻(pín)道、欄意圖相(xiàng)關程度(途徑圖形化+表格展現);
對(duì)流量來曆進行(xíng)剖析:剖析網站(zhàn)各種推行(xíng)途徑類型的(de)對(duì)網站(zhàn)流量的(de)奉獻程度;
對(duì)用戶特征及用戶轉化進行(xíng)剖析:剖析各個類型的(de)推行(xíng)途徑所帶來的(de)用戶特征、各推行(xíng)途徑類型轉化功率、作(zuò)用和(hé)ROI。
六、營銷作(zuò)用評價、辦理
使用途徑辦理和(hé)宣揚制(zhì)造東西，使用數據進行(xíng)可(kě)視(shì)化的(de)品牌宣揚、事(shì)情傳達和(hé)産品，制(zhì)造數據圖形化東西，主動(dòng)生成特定的(de)商場宣揚陳述，對(duì)特定宣揚意圖陳述進行(xíng)辦理。
七、創立精準投進體(tǐ)系
以上七點就(jiù)是兩者奇妙結合的(de)辦法和(hé)實操，隻會(huì)說(shuō)不會(huì)實操是沒有用的(de)，隻要把主意落到實地咱們(men)才幹把全部不可(kě)能(néng)變成可(kě)能(néng)，把看似很困難的(de)事(shì)變得(de)簡略。日子(zǐ)在(zài)互聯網年(nián)代，這(zhè)就(jiù)是咱們(men)的(de)商機，憑借互聯網渠道，網絡營銷和(hé)大數據都必須依托這(zhè)個渠道才幹得(de)以持久生計，所以咱們(men)應該更有決心，大數據和(hé)網絡營銷結合的(de)新形式将成爲未來的(de)一(yī)個發展趨勢。
Now this age we can call the Internet age, to be more specific, we can say the Internet marketing and big data age, because this age of data, information is money. Grasp the data and you grasp the latest business opportunities, although we all know that there are two things, but the real combination of the two is not many, so why some companies do not have the role of network marketing as their own fantasy, there may be many reasons, but not the use of large data analysis, perhaps also It is a very important factor. So how should they combine to make our payments double?
For many companies, the concept of big data is not new, but how to use big data in marketing is still easy to say. In fact, as the earliest landing of large data and the earliest display of value in the use of the field, network marketing data has experienced sophisticated experience and form of operation. Below, data master collate, the seven key points that should be paid attention to in data operation of network marketing.
First, get the whole network user data.
First and foremost, it is clear that only enterprise data, even larger planning, is only isolated island data. When collecting and opening up the internal user data, we should integrate with the Internet data to accurately grasp the user's all-round behavior inside and outside the station, and make the data show its due value in marketing. In the stage of data collection, it is advocated that after collecting all aspects of data to form DMP data channel, DMP data should be shared with the third party to get more policy crowd data and form a data management system based on the whole network.
Two, let the data understand.
The collected raw data is difficult to understand, so it needs to be centralized, structured, standardized processing, so that "Tianshu" into understandable information. In this process, various "libraries" such as work knowledge base (including product knowledge base, keyword base, domain name knowledge base, content knowledge base), bottom library (user behavior base, URL tag base), Middle Library (user tag base, traffic calculation, public opinion evaluation) derived from "data formatting processing base" are required to be established and used. Common library and so on. The basic characteristics, preferences, hobbies and business values of users are identified by multi-dimensional user tags.
Three, analyze user characteristics and preferences
Combining the first-party tag with the third-party tag, according to different evaluation dimensions and model algorithms, users with the same characteristics are divided into different user groups by clustering method. The static information (gender, age, work, education, related groups, daily habits, etc.) and the dynamic information (information preference) of users are analyzed. The portrait system of website users is composed of three parts: entertainment preference, health status, product preference, real-time information (geographic location, related things, related services, related consumption, related actions).
The above is the ingenuity of network marketing and big data integration.
Four, develop ways and strategies.
According to the measurement and analysis of the characteristics of the policy group, the marketing investment strategy is evaluated and optimized before the implementation of the marketing plan. For example, select a more suitable user group, match the appropriate media, develop a combination of cost-effective and higher power channels, develop content strategies based on user characteristics, and then improve the user population conversion rate.
Five, improve marketing power
In the process of investment, we still need to retrieve and analyze the data, and use the calculation system to analyze the value of different channel types, time periods, regions, location and so on, evaluate the dedication degree of the conversion rate of users, and make real-time strategic adjustments in the marketing process.
To analyze the relationship of path dependence: to analyze the relationship between the type of implementation path and website channel, column intention (path graphics + table display);
Analyze the traffic flow: analyze the dedication degree of website's various ways of implementation to website traffic.
Analyze the user characteristics and user transformation: analyze the user characteristics brought about by each type of implementation, the conversion power, role and ROI of each type of implementation.
Six. Evaluation and handling of marketing function
Use ways to deal with and publicize manufacturing, use data to visualize brand promotion, event transmission and products, make data graphical things, actively generate specific market statement, and deal with specific publicity intention statement.
Seven. Create precise input system.
The above seven points are the wonderful combination of the two methods and practices, can only say that it is useless not to practice, as long as we put our ideas on the ground we can make all impossible to become possible, the seemingly difficult things become simple. Days in the Internet age, this is our business opportunities, with the Internet channel, network marketing and big data must rely on this channel to be able to sustain a livelihood, so we should be more determined, big data and network marketing in the new form of integration will become a trend of development in the future.
