Big Data Marketing is a system analysis tool

The earliest story about big data occurred in Target, the second-largest supermarket in the United States. Pregnant women are a high-growth customer base for retailers. But they usually go to a special pregnant women's store instead of buying pregnancy supplies at Target. When people mention Target, they often think of daily necessities such as cleaning supplies, socks and toilet paper, but they ignore everything Target needs. So, is there any way for Target to take this segment of customers from the hands of pregnant women's products stores?

To this end, Target's marketers turned to Andrew Pole, senior manager of Target's customer data analysis department, and asked him to create a model that would be confirmed during the second trimester of pregnancy. The birth record in the United States is open. When the child is born, the newborn mother will be surrounded by overwhelming product advertisements. At that time, Target will be late, so it is necessary to act in the second pregnancy of pregnant women. If Target is able to know which customers are pregnant before all retailers, the marketing department can give them tailor-made ads for pregnant women early, and delineate valuable customer resources early.

But pregnancy is a very private message. How can you accurately determine which customer is pregnant? Andrew Pole thinks that Target has a registration form for a baby shower. Andrew Pole began modeling and analyzing the customer's consumption data in these registration forms, and soon discovered many very useful data patterns. For example, the model found that many pregnant women buy a lot of large-packed fragrance-free hand cream at the beginning of the second trimester; in the first 20 weeks of pregnancy, they buy a lot of health supplements such as calcium, magnesium and zinc. Finally, Andrew Pole selected the consumption data of 25 typical commodities to build a “pregnancy prediction index”. Through this index, Target can predict the customer's pregnancy within a small margin of error, so Target can offer pregnant women early. The advertisement is sent to the customer.

So, isn’t the customer frightened by receiving such an advertisement? Target is smart enough to avoid this situation. It mixes the preferential advertisements for maternity supplies with other large-scale advertisements that are not related to pregnancy. The customer does not know that Target knows she is pregnant. One hundred and one secret is that Target’s preferential advertisement indirectly caused a father who was in the dark to accidentally discover that his high school student’s daughter was pregnant. The matter was even reported by the New York Times. As a result, Target’s big data was huge. Power has sensationalized the United States.

According to Andrew Pole's big data model, Target developed a new advertising marketing program, resulting in an explosive growth in Target's sales of pregnant products. Andrew Pole's big data analytics technology has been promoted from a segment of the pregnant customer base to a variety of other segments. From 2002 to 2010, Andrew Pole joined Target's sales from $44 billion to $67 billion. .

What we can imagine is that many pregnant women have become Target's long-standing loyal pumps under the circumstance, and many pregnant women's product stores have also gone bankrupt without knowing it. In the ignorant background, big data is driving a strong commercial revolution.

It can be seen that big data marketing is basically a tool system for tracking and analyzing consumers. By real-time monitoring or tracking the massive behavior data generated by consumers on the Internet, aggregation, calculation and mining, and then according to The results of the mining found conclusions and made marketing judgments.

“Big Data Marketing” is a set of tools. Under the powerful role of this system tool, consumers’ “travel” has become more and more easy to grasp. Consumers’ eyes on the Internet, behavioral trajectories, talks, preferences, shopping Experience and so on can all be captured. For consumers, this is a "transparent" era. I remember that when the Internet just started, there was a saying: "On the Internet, no one knows that you are a dog. "But today, more than a decade later, this sentence has long been history.

The changes brought by the big data era to the future are unpredictable, but it is foreseeable that the marketing changes brought about by big data are inevitable. One problem that enterprises must face is: rise in the prophetic sense, or unknowingly perish .

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