Application of Big Data in Enterprise Internet Transformation

How to utilize big data to do a good job in membership marketing? How to use big data to connect consumers to create an interactive O2O closed loop?On December 26th, Ruoxi Consulting Managing Partner Gu Jun shared some practical cases of big data landing in traditional enterprises at the sixth gathering of the Haiqi Big Data Seminar Society.

The arrival of the era of big data: whoever gets the "demand chain" gets the world

Traditional enterprise sales are divided into three eras: 1.0 brick-and-mortar stores, 2.0 PC-based Internet e-commerce, and 3.0 mobile Internet interactive products/services/marketing.

The assessment indicators of the three eras: 1.0 era assessment of channel shipments, 2.0 era assessment of the store's human traffic, conversion rate and customer unit price, 3.0 era focus on people - based on big data user segmentation.

Internet thinking is the user thinking, around the consumer to develop big data insights, will become the decisive force of the future business competition to win.

In the future, the supply chain of retail enterprises is to push the products to the place where consumers can see and get them. The demand chain is to find the pain points of consumers and create demand, and to master the "demand chain" is to master the right to speak.

The practice of big data and membership marketing

How to use big data to turn a loss into a win through the precise marketing of stock customers? The market is segmented by way of big data, and its labels can be classified into 8 types: geographic location, demographic characteristics, value potential, usage occasions, purchasing behaviors, demand motives, personality attitudes, and lifestyles.

The first 5 types of data are structured data, which belong to low-dimensional labels and are relatively easy to obtain, while the last 3 types of data are generally unstructured and belong to high-dimensional labels, which are difficult and costly to obtain. The understanding of consumers is composed of these 8 aspects, and the deeper a brand's understanding of high-dimensional labels, the more competitive it will be.

The competition in the future will break through the limitations of the industry, and the competition will be for consumers' time and attention. The brand's understanding of purchase behavior, demand motivation, personality attitude and lifestyle, these 3 types of high-dimensional labels is more important, and big data has its place.

Traditional marketing approaches simply categorize consumers by revenue per customer. The key method of big data mining, on the other hand, lies in the search for relevance labels, a revolutionary change in user value segmentation - clustering and center of mass.

Taking a chain-lock retail brand as an example, the user will be labeled as 7 categories, for different types of customers to develop different marketing activities and product mix, to help further increase the conversion rate. Realized the same period in a single month sales increase of 133%, the old customers in a single month sales increase of 100% in the same period, the incremental amount of nearly 100 million yuan.

Next-generation Internet development trend: big data and interactive O2O closed loop

In the Internet era, "user information" has become as important as "people, money, things" assets can be operated, and through the big data capabilities The company's profits exceeded the expectations.

The era of creating value for business through user information has arrived, but do companies really realize the importance of user information? Organizations are boosting sales by buying traffic while ignoring information about unconverted customers who visit their stores. Enterprises should look at their business processes in this way and see how many opportunities to gain user information are being lost.

Taking a retail chain brand as an example, it encountered a bottleneck in development, with a high rate of dormant members and a low rate of member repurchase. The store operation was changed to user operation, and within six months, 4% of lost customers were recovered, 6% of sleeping customers were activated, and 10% of active customers were increased.

The future direction of marketing organization: user planning group, interactive marketing group, content editing group, big data technology group.

User planning group: stand in the consumer's point of view to study consumers, study the products needed by the group, what content to communicate with the group, the group's purchasing environment, the value-added services that can be provided, and obtain the budget of the sub-population.

The above is what I shared with you about the application of big data in the Internet transformation of enterprises, more information can be concerned about the Global Green Ivy to share more dry goods