2018-10-16 18:11
現在這個年(nián)代咱們能夠稱之爲是互聯網年(nián)代，說(shuō)得(de)細一點咱們能夠說(shuō)是網絡營銷和大(dà)數據年(nián)代，由于這個年(nián)代數據，信息就(jiù)是錢。把握了數據你(nǐ)就(jiù)把握了最新的商機(jī)，盡管咱們都(dōu)知道有這兩個東西，可(kě)是真正将這兩者結合的并不是許多，所以爲什麽有些公司的網絡營銷的作(zuò)用沒有自(zì)己幻想的那麽抱負，或許有許多原因，可(kě)是沒有運用大(dà)數據剖析，或許也是一個很重要的影(yǐng)響要素。那麽他(tā)們究竟應該怎麽結合，才幹讓咱們的支付得(de)到雙倍的報答呢(ne)?
對許多企業來(lái)說(shuō)，大(dà)數據的概念已不生(shēng)疏，但(dàn)怎麽在營銷中使用大(dà)數據仍是說(shuō)易行難。其實，作(zuò)爲大(dà)數據最早落地也最早表現出價值的使用領域，網絡營銷的數據化已有老練的經曆及操作(zuò)形式。下面，數據君就(jiù)整理(lǐ)一下，網絡營銷數據化實際操作(zuò)時要注意的七大(dà)要害:
一、獲取全網用戶數據
首要需求清晰的是，僅有企業數據，即便規劃再大(dà)，也僅僅孤島數據。在收集、打通企業内部的用戶數據時，還(hái)要與互聯網數據統合，才幹精确把握用戶在站(zhàn)内站(zhàn)外的全方位的行爲，使數據在營銷中表現應有的價值。在數據收集階段，主張在收集本身(shēn)各方面數據構成DMP數據渠道後，還(hái)要與第三方共用DMP數據對接，獲取更多的方針人(rén)群數據，構成依據全網的數據辦理(lǐ)體(tǐ)系。
二、讓數據看(kàn)得(de)懂(dǒng)
收集來(lái)的原始數據難以懂(dǒng)讀(dú)，因而還(hái)需求進行集中化、結構化、标準化處理(lǐ)，讓"天書(shū)"變成看(kàn)得(de)懂(dǒng)的信息。這個過程中，需求樹(shù)立、使用各類"庫"，如(rú)工(gōng)作(zuò)知識庫(包含産品知識庫、要害詞庫、域名知識庫、内容知識庫);依據"數據格式化處理(lǐ)庫"衍生(shēng)出來(lái)的底層庫(用戶行爲庫、URL标簽庫);中層庫(用戶标簽庫、流量計(jì)算、輿情評價);用戶共性庫等。經過多維的用戶标簽辨認用戶的根本特點特征、偏好、愛好特征和商業價值特征。
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，按不同的評價維度和模型算法，經過聚類辦法将具有相(xiàng)同特征的用戶劃分(fēn)紅(hóng)不同特點的用戶族群，對用戶的靜(jìng)态信息(性别、年(nián)紀、工(gōng)作(zuò)、學曆、相(xiàng)關人(rén)群、日(rì)子習性等)、動态信息(資訊偏好、文娛偏好、健康狀況、産品偏好等)、實時信息(地理(lǐ)方位、相(xiàng)關事(shì)情、相(xiàng)關效勞、相(xiàng)關消費、相(xiàng)關動作(zuò))别離(lí)描繪，構成網站(zhàn)用戶分(fēn)群畫(huà)像體(tǐ)系。
四、拟定途徑和構思戰略
依據對方針集體(tǐ)的特征丈量和剖析成果，在營銷方案施行前，對營銷投進戰略進行評價和優化。如(rú)挑選更适合的用戶集體(tǐ)，匹配恰當的媒體(tǐ)，拟定性價比及功率更高的途徑組合，依據用戶特征拟定内容戰略，然後進步方針用戶人(rén)群的轉化率。
五、提高營銷功率
在投進過程中，仍需不斷收回、剖析數據，并使用計(jì)算體(tǐ)系對不同途徑的類型、時段、地域、方位等價值進行剖析，對用戶轉化率的奉獻程度進行評價，在營銷過程中進行實時戰略調整。
對途徑依存關系進行剖析:剖析推行途徑的構成類型與網站(zhàn)頻道、欄意圖相(xiàng)關程度(途徑圖形化+表格展現);
對流量來(lái)曆進行剖析:剖析網站(zhàn)各種推行途徑類型的對網站(zhàn)流量的奉獻程度;
對用戶特征及用戶轉化進行剖析:剖析各個類型的推行途徑所帶來(lái)的用戶特征、各推行途徑類型轉化功率、作(zuò)用和ROI。
六、營銷作(zuò)用評價、辦理(lǐ)
使用途徑辦理(lǐ)和宣揚制造東西，使用數據進行可(kě)視化的品牌宣揚、事(shì)情傳達和産品，制造數據圖形化東西，主動生(shēng)成特定的商場宣揚陳述，對特定宣揚意圖陳述進行辦理(lǐ)。
七、創立精準投進體(tǐ)系
以上七點就(jiù)是兩者奇妙結合的辦法和實操，隻會說(shuō)不會實操是沒有用的，隻要把主意落到實地咱們才幹把全部不可(kě)能變成可(kě)能，把看(kàn)似很困難的事(shì)變得(de)簡略。日(rì)子在互聯網年(nián)代，這就(jiù)是咱們的商機(jī)，憑借互聯網渠道，網絡營銷和大(dà)數據都(dōu)必須依托這個渠道才幹得(de)以持久生(shēng)計(jì)，所以咱們應該更有決心，大(dà)數據和網絡營銷結合的新形式将成爲未來(lái)的一個發展趨勢。
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.
