Big data has changed people's lifestyles such as travel, shopping and making friends. For enterprises, data has brought a brand-new marketing method. As a provider of business scenario data solutions, it provides a user-centered data analysis platform for enterprises. The following are some thoughts on the new era: how to use data to better understand users, gain insight into users and serve users. 1. What is data empowerment? Each of us has a different understanding of data empowerment. In fact, data empowerment is the inevitable trend of big data development. After more than 20 years of development, big data is still not separated from the process of collection, pretreatment and storage. As shown in the above figure, we can see that enterprises use data in different ways in each era. From the initial "information acquisition era", enterprises have initially achieved a leap from "face-to-face communication" to internal ERP and other information management, which involves structured data. At this point, the dilemma faced by most enterprises is the summary of business activities, such as KPI reports. Entering the second stage-information mining era, with the rapid development of internet technology, the way of serving customers has turned to emerging media. With the emergence of new platforms, massive data accumulation will inevitably occur, and data storage will become a greater challenge. In addition, when the enterprise obtains complete business data (sales, supply chain, marketing, etc. ), which can explore business rules and service processes. At this time, enterprises are not satisfied with report tracking, but need to explore data rules, optimize business processes and improve operational efficiency. The third stage-the era of value export, that is, the era of data empowerment /DI, with the realization of enterprise data, enterprises can not only gain insight into business rules to improve efficiency, but also realize the automation and dynamic optimization of marketing strategies. Big data moves from "static chart" to "dynamic optimization", and then "data empowerment" is realized. What is dynamic optimization? See the above picture. For example, as the earliest and largest e-commerce, Taobao Homepage of Thousands of People has built a "high-definition" user portrait based on historical user behavior data, shopping preferences/frequency/customer unit price and other data, thus realizing the display of thousands of people's interfaces and accurate marketing activities such as preferential activities/coupons. As early as a few years ago, the mobile Internet completed the iteration of recommended search. Today's headline is to maximize the distribution of information and content, introduce AI algorithm, realize the personalization of content, and recommend according to the content/topic that users are interested in. For another example, the traditional offline enterprises represented by McDonald's are also gradually transforming. The reason behind this is the development of IOT technology and intelligent hardware. For example, we used to queue up for a long time to order a hamburger, but once the process was digitized, McDonald's realized the digitalization of the customer purchase process by introducing self-service ordering machines and other online platforms such as APP. Second, intelligent marketing Digital marketing is the driving force, and enterprises are becoming intelligent. Its essence is that "intelligence" can bring better experience and valuable service to consumers. Similarly, "marketing" is an important commercial link to realize the completion of commercial value. Enterprises provide consumers with better experience and services by building online marketing positions. Therefore, if enterprises do not respond to changes in the industry with an open mind, consumers will definitely prefer smarter brands. 1, the prelude of intelligent marketing: the driving technology of digital marketing directly affects the connection between consumers and brands. As we all know, marketing is a continuous development process. In the era of 1.0, marketing is product-centered, mainly engaged in price wars and advertisements. The main task is to complete communication, and the information obtained in limited resources is also very limited. In the era of marketing 2.0, product-centered has turned to customer-centered. Enterprises need to find an effective way to establish contact with customers and promote their products. At this stage, enterprises began to think about the target market, mainly based on human interaction, word of mouth and community marketing. In the era of marketing 3.0, we entered the era of emotional marketing, and conquered the audience with the innovation of media, content and communication methods. At this stage, we are familiar with precision marketing and word-of-mouth marketing, mainly using internet technology to do digital communication. However, as people's needs turn to personalization and fragmentation, marketing has also undergone important changes. When users participate in production and marketing, they need to keep up with and even predict their next needs. This is a brand-new marketing model based on mobile Internet, big data and cloud computing. This is the coming era of marketing 4.0, namely intelligent marketing. 2. The trend of intelligent marketing: the journey from brand to customer is the same. When intelligent hardware enters the home, enterprises need to continuously provide users with better services and experiences. Therefore, intelligent marketing is driven by digital marketing, and enterprises need to actively build online marketing positions. When consumers dominate, intelligent marketing runs through the whole user life cycle, from the first time you know your brand, the first time you contact your content, the first time you try it, the first time you buy it, and then you recommend it to your friends. 3. The basis of intelligent marketing: The data association of customers' whole life cycle, from launch and customer acquisition, landing and registration to trial purchase, to final product use and service experience, can be used to find more accurate launch strategy, find better product experience, find the key reasons that affect users' retention and loss, find the strategies that affect users' word-of-mouth communication, and realize intelligent marketing around users' whole life cycle. As early as 20 17, Zhuge io launched "Smart Touch", which is the first product in the industry to open up user data with "insight into user needs" and make marketing smarter. Zhuge io's "smart reach" was once well received by customers. The final result of data must play a role in the business of the enterprise. With this as the original intention, Zhuge io invested heavily in the development and construction of an "intelligent marketing platform", which was launched this week. The brand-new intelligent marketing platform combines business application scenarios, cares about the whole process of each user, promotes the purchase conversion of users through accurate real-time behavior analysis and feedback of users and intelligent push of red envelopes and coupons, and automatically recalls users at the right time and through the right channels at different stages of user loss, and launches various marketing activities to potential or historical users for users at different stages. Scientifically guide marketing strategies from the perspective of data, enhance user conversion and realize rapid business growth. The process of future marketing is the era of intelligent marketing. You can't just rely on manpower. Suppose an enterprise has 100000 consumers, whose psychological state and product demands are different. At this time, the services provided by enterprises should be different. For example, Zhuge io's intelligent marketing platform can help enterprises. By transforming users' real behaviors into digital descriptions, we can meet users' current needs, predict users' potential needs, and deliver users' most needed services (goods/values) to him at the right time to realize accurate marketing.