Big Data in construction of PR and marketing strategy

Author: Джамбул Есимсейтов

Today we live in the 21st century, the century of rapid development of information technologies. Children of this generation is already, at the age of 2 years, can turn on the computer themselves, find new series of “Fixikov” or “Masha and the Bear” in Youtube. Sometimes the question arises: “How did the grandfather build the house and where did he take the plan, if he did not have the Internet?” After all, modern society can find the answer to any question on the Internet. And we can only imagine how much information is there, how it is processed lightly and the search resources give us the answers. What sorts of information are there.

The world volume of digitized information grows exponentially. In May 2015, the global amount of data exceeded 6.5 zettabytes (1 zettabyte is 120 years of continuous video playback). By 2020, according to forecasts, humanity will form 40-44 zettabytes of information, which is equivalent to 5200 GB for every inhabitant of the Earth. Can we cope with it? Fortunately, the world will be saved by the technology of processing large data. They will allow people to do it all and benefit from it.

As a rule, when they talk about the term “Big Data”, they use the most popular definition of three “V”, which mean Volume – the amount of data, Velocity – the need to process information at high speed and Variety – the variety and often insufficient structuredness of the data. For example, the time of the operation to check the balance on the card with the withdrawal of cash is calculated in milliseconds.

Big Data have been widely disseminated in many business sectors: they are used in healthcare, telecommunications, trade, logistics, financial companies, public administration and the establishment of “SmartCity”.

Let’s look some possibilities of using BigData technologies in strategy building for marketing and PR. As you know, information is the main tool in forecasting and drawing up a strategy for marketer. Analysis of large data has long and successfully been applied in determining the target audience, interests, demand and activity of consumers. In particular, analysis of large data allows you to display advertising (based on the RTB-auction model – Real Time Bidding) only to those consumers who are interested in a product or services.

Big Data use in marketing allows the company to:

  • get to know better for recognizing their customers, attracting a similar audience on the Internet;
  • evaluate the degree of customer satisfaction;
  • understand whether the service offer meets expectations and needs;
  • find and implement new ways that increase customer confidence;
  • create products that are in demand.

Thanks to Big Data, the company has the opportunity to increase sales and improve the customer experience by contact center. Namely, Big Data is used to analyze huge amounts of unstructured data, which allows to analyze and to reveal regularities in the company’s processes and its interaction with the client. Through the service department, information of various types (audio records of customer requests, E-mail, work time records of operators, etc.) is collected all the time. System work with Big Data allows you to configure and monitor all the key KPIs in real time with deeper and better analytics, as well as dot and direct sales of the company’s services and products.

The advantages of Big Data use can be continued indefinitely, next we will consider the practical application in large companies.

An example from consumer products: Procter & Gamble with BigData design of new products and constitute global marketing campaigns. P&G created specialized offices of business spheres, where you can view the available information on the company’s activities (sales data, market share, advertising costs, etc.) in real time and make informed decisions on company management. Thus, the company’s management has the opportunity instantly to conduct experiments and test hypotheses that are aimed at management and analysis of outlets, inventory, advertising costs and shipping / shipment data. P&G believes that BigData helps in forecasting of the company’s activities.

For this purpose, the company’s specialists have built a conceptual model, in the center of which the consumer is located and then discusses all the points where the producer interacts with it: from the offline store to the website, television advertising, in newspapers and so on. Feedbacks, comments and customer actions, information the company collects on consumer sites that complements the overall picture. The result of the study was a graphic visualization of several markets reaction to the company’s products in the form of heat maps, which reflect the positioning of goods in various niches.

An example of the game industry: everyone has heard about the game World of Tanks. The game started in 2010, and in three years 75 million accounts have already been registered. So, with the help of all the same BigData technologies, it became possible to analyze the behavior of World of Tanks players using more than 100 parameters (information about purchases, games, experience, etc.). As a result of analysis, a forecast of user outflow was received. This information allows you to reduce the care of users and to work with the participants of the game targeted. The developed model has risen to 20-30% more effective than the standard tools for analysis of the game industry.
Outlook for BigData technology development on 2017-2018 is impressive:

  • Development and transition of a growing number of companies to Cloud Services
  • Focusing in the processing of unstructured data of “Dark Data”
  • The growth of Blockchain technology and its subsequent development, new markets opening
  • Development of Artificial Intelligence
  • Systematization of customer data and study of consumer demand

Today, it is difficult to find at least one area of our life which is not subject to large data. Shops are increasingly offering products that we may need, even before we think about it. Doctors will be able to take preventive measures against a future illness and prevent epidemics. In social networks, we will be prompted whom to elect to presidents this year and the next will be the advertisement of the refrigerator, which we have been dreaming about for a week. And it’s all BigData, which is nothing to be afraid and which you should know about.
BigData technologies allow to anticipate the future, not endlessly analyze the mistakes of the past.

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