The biggest value of big data is not analyzing after the fact, but predicting before the fact. In today's society, the Internet mobile data in the rapid development of some of the user's activities will be presented in the form of data in the network, which will bring great business benefits for enterprises. On the one hand, the personalized needs of consumers continue to emerge, bringing great value for enterprises to use; on the other hand, enterprises are no longer unfamiliar with the characteristics of consumers' preferences, and will make use of the consumer data under the back of the Internet to tap the real value behind these data. Most enterprises in modern society have y felt that big data can do precision marketing, and can bring greater commercial value, and constantly thinking about how to effectively integrate and make full use of these data, accurately analyze the user's characteristics and preferences, to understand the user's real needs, tap the potential value of the product, to help enterprises find the most accurate users, and to realize the precision of marketing,

Case study: For telecom operators, the application of big data can be categorized into two types according to the different objects of service: internal application and external application. Typical internal applications include internal business analysis, network optimization, and customer precision marketing, for example, by properly separating stock and incremental users, analyzing the characteristics and preferences of different groups of users, improving the user conversion rate and increasing the value of stock customers. For example, in the case of the clothing website Stitchfix, in terms of personalized recommendation mechanism, most clothing ordering websites adopt the mode of user-submitted body shape and style data + manual recommendation by editors, with the special feature of combining machine algorithm recommendation. Through the body proportion provided by the customer, subjective data, coupled with the cross-checking of sales records, mining each person's exclusive clothing recommendation model, so as to achieve one-to-one marketing.

Benefits of big data: Try an example: if you want to collect a 200 valid questionnaires, the ordinary way is to distribute. But how long do you need to distribute them? Is the process more complicated? Usually, according to the idea of sending questionnaires, filling out questionnaires, recovering questionnaires, and counting questionnaires, it takes about a month. This is a waste of time and a delay. But not anymore, by using big data analytics, the process can be easily done in just 3 hours. That's because the data allows for "one-to-one customization" of the delivery time. Using the data, it's easy to figure out which time period a certain gentleman usually opens his emails, and then send them to him in real time during that time period, which saves time and improves accuracy. These are the benefits of data segmentation of the audience.

So how exactly can companies apply big data to do precision marketing?

(1) Use big data analytics to analyze user behavior

By accumulating data, you can more accurately analyze the preferences and consumption habits of your new and old users. Although most companies in the past will say that the customer is God, to be customer-centric, think what customers want, do what customers want to do, but how to really do this slogan? Currently it is possible to apply big data analytics to analyze the basic needs of customers, which is actually the premise of using big data for marketing.

(2) The use of big data analytics, marketing information accurate push

How can companies push some marketing information accurately to the real needs of the user? This requires big data analytics. So now it is still difficult for companies to really do precision marketing, because of the lack of detailed and massive data, the lack of detailed analysis of data, naturally, can not do real precision, but now through the use of big data analysis method, analyze the real needs of customers, so that the marketing ads can be more accurate push to the user.

(3) Using big data analytics, marketing campaigns are pitched at the right place

With precision marketing, how does an enterprise manage to push marketing interactions to customers? First of all, enterprises need to know clearly what kind of customers their products mainly tend to. If the enterprise has an understanding of the needs of the audience customers before the activity, and clearly know the user's needs for the product, then the products produced will certainly be able to be pitched. Nowadays, both online and offline products can use big data analytics to understand customer information through different channels, so as to do the right thing in the marketing of products.

(4) Using big data analysis to filter key customers

Which are the key customers among the many users? I believe that such a question is what most companies want to know. Now by using big data analytics, it is possible to understand such questions. Through the analysis of big data, companies are able to filter out valuable key customers. For such key customers, precision marketing is carried out to analyze the target users from multiple perspectives, helping enterprises to better understand the characteristics of consumers.