Project data analysts share the basic process of data-based marketing

The basic marketing process of big data is no different from the basic process of data analysis in the past. After defining business problems, it needs to collect and process data, model and analyze data, and interpret data. However, the impact of big data on the three levels makes the specific approach different from the tradition.

1. data layer: collecting and processing data

the traditional process of collecting data is generally limited, conscious and structured, such as questionnaire survey. The data you can collect must be what you can imagine. The data is well structured. The general database Mysql or even Excel can satisfy the data processing process.

2. Business layer: modeling and analyzing data

The data analysis models used, such as basic statistics, machine learning, classification, clustering, correlation and prediction algorithms such as data mining, are not much different from those of big data. For example, banks, communication operators and retailers have already matured to use consumer attribute and behavior data to identify risks and payment possibilities. However, due to the huge expansion of data, the algorithm has also gained great room for optimization and improvement.

3. Application layer: Interpreting data

The most important thing for data to guide marketing is interpretation.

traditionally, after defining the marketing problem, we collect the corresponding data, and then analyze the data according to the established modeling or analysis framework, verify the hypothesis and interpret it. The space for interpretation is limited.

and big data provides a possibility, which can be verified by mining corresponding data in a closed way according to marketing problems, or can be explored in an open way, and some conclusions that may be completely different from common sense or empirical judgment can be drawn. The interpretable points become very rich.