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在互联网领域,让广告主意识到数据的价值,是因为数据的展现、分析可以直接与品牌的营销挂钩,产生实际效益,带来营销价值,所以“大数据”才越来越受到重视。信息大爆炸为数字营销带来了新的机遇和挑战。怎样的数据才算是真正的大数据?海量的数据如何进行挖掘、整合与分析,让数据支撑我们的生活和工作,从而实现精细化管理?这是值得营销人思考的问题。互联网媒体如百度、新浪、腾讯、凤凰,都拥有自己的数据,但是这样的数据聚焦于某个互联网用户具体的上网行为,只是大数据环境里的某个零散片段。
In the field of Internet, let advertisers realize the value of data because the data show, the analysis can be directly linked with the brand marketing, resulting in real benefits, bringing marketing value, so “big data ” is more and more attention . The Big Bang has brought new opportunities and challenges to digital marketing. What kind of data is truly big data? How to excavate, integrate and analyze massive amounts of data so that data can support our life and work so as to achieve meticulous management? This is a question worthy of marketing people’s thinking. Internet media such as Baidu, Sina, Tencent, Phoenix have their own data, but such data is focused on a specific Internet users online behavior, only a fragmented big data environment fragment.