【大数据与数字化营销】据对美公司首席信息官（CIO）的调查发现：仅23%的公司在收集顾客的人口信息和消费习惯之类的数据，并且利用这些数据进行战略决策。但其中却仅有46%的公司拥有数据分析的资源或系统。他们面对的主要挑战在于数据处理、信息管理和数据分析难题。数据管理平台（DMP）发展空间巨大，将是未来数字营销的理想工具。
ToHandleBigData,AdvertisersTurntoDMPs
There’sabigto-doaboutBigDataanddatamanagementplatforms(DMPs)inthedigitaladvertisingspace.AccordingtoaneweMarketerreport,“DataManagementPlatforms:UsingBigDatatoPowerMarketingPerformance,”DMPsenablemarketerstousetheirBigDatatomakesmarterandmoreefficientmarketingdecisions.
StillevenasbrandsuseBigDatatobuildaholisticpictureoftheirpotentialandrealcustomers,manystillfinditchallengingtoextractcross-channelinsightfromthatdata.
ZiffDavisfound49%ofcompaniespolledworldwidehadenactedadatamanagementstrategyasoffall2012.AndaccordingtoasurveyfromITstaffingserviceRobertHalfTechnology,just23%ofUSchiefinformationofficers(CIOs)saidtheywerecollectingcustomerdatasuchasdemographicinformationorbuyinghabits.Ofthatsmallpercentage,lessthanhalf(46%)reportedhavingtheresourcesorsystemstoanalyzetheinformationtheygathered.
Averygeneralterm,BigDatacanrefertofirst-partycustomerinformation,third-partyaudiencedata,offlinepurchasedata,onlineadvertisingbehavioraldata,campaignanalyticsandmuchmore.
Itcanprovechallengingtointegratedisparatesetsofdatacomingfromsocialmedia,campaignanalytics,offlinesourcesorthirdparties.Infact,BigDatasolutionproviderInfochimpssurveyedITprofessionalsinNorthAmericaandfoundthat83%ofrespondentssaidprocessingsuchinformationwasaleadingBigDatachallenge,followedbymanagingtheinformation(42%)andanalyzingthedata(41%).
Ifdataisdigitalmarketing’scurrency,thentheDMPisitsbank.BigDataisstoredandstandardizedheresothateachdataassetcanbetiedtoaparticularcustomeroraudiencesegment.Oncestandardized,marketerscanusethatinformationtopowermultiplefunctions,bothwithindigitalandacrossacompany’sbroadermarketingprogram.
DMPscanhousebothstructureddata,typicallyquantitativeinnature,aswellasunstructureddata,oftenqualitativeinnature—forexample,socialnetworkdata.Onceallofthesedisparatesourcesareentered,DMPscanstandardizethemtobuildalarger,moredescriptivepictureofacustomeroraudiencebasethatmarketerscanacton.
TheDMP’sabilitytotakeallofthatBigDatafromfirst-,second-andthird-partysourcesandthenorganizeitintomeaningfulaudiencesegmentsmakesitanidealtoolforaudiencetargeting.Thisfunction—particularlyforfirst-andthird-partydata—wasalsothetop-reportedcompetencyofDMPsbyUSmarketingprofessionalsinaSeptember2012surveyedbyWinterberryGroup.
Otherthantheirroleinorganizingdataoncustomers,DMPsarealsoaprimetoolforcampaignmeasurement,bothwithindigitalandacrossplatforms.
“There’srealvalueinbeingabletoaddresstheaudiencefirsttodeterminewhattobuy,”saidMarkZagorski,CEOofdataprovidereXelate.“Bylookingatyouraudienceandhowthey’reinteractingwithaparticularadorpromotion,youcantakethoselearningsandfeedthemintoyourcurrenteffortsandyournextcampaign.”
Thefullreport,“DataManagementPlatforms:UsingBigDatatoPowerMarketingPerformance”alsoanswersthesekeyquestions: