市场研究自动化

人工智能和机器学习等技术改变了游戏规则。它们对营销和市场研究人员的工作方式产生了越来越大的影响。 

Marketing and Market Research professionals are increasingly finding efficiencies from automation.  From data collection and analysis, even to interpretation, market research has changed. The automation trend allows both users and providers to focus on predictive analytics.

自动化是一种新兴趋势

Automation benefits marketers. Even before any marketing activity starts, marketing managers want answers to specific questions.  They seek a Return on Investment (ROI).  Now, ad platforms include predictions of the number of clicks.  Managers also want answers when an ad campaign is live and when completed.  Automation saves brands money with predictions and targeting, and speeds up the gathering of results and data.  

Companies can create and deploy tests quicker with automation. Dashboards and reporting portals are ways that clients can access findings and track analytics.  Automation enables companies to rapidly uncover valuable market feedback to make changes and improvements. 

自动化推动了预测分析的兴起，预测分析可以预测未来的行为。预测分析可以回答突出的问题。这些包括：

• 谁可能购买我们的产品/服务？
• 我们的产品的最佳价格是多少才能提高盈利能力？
• 谁是我们最有价值的客户？

The discipline involves statistics, text analytics, data mining, and multivariate statistical modeling. These tools recognize patterns and relationships in unstructured and structured information.  Statistics is an important part of Behavioral Science, which predicts why consumers behave the way they do.

Machine Learning also uses statistical techniques for predictive purposes and can help filter responses.  Algorithms are on the rise in business and have the potential to improve decision-making.

市场研究自动化 

Market Research provides critical information about the business landscape. It plays a significant part in developing services and products. It also plays a role in getting them to the marketplace and advertising them to consumers.  It also helps companies to define who and where their consumers are. 

In short, market research allows businesses to pursue the most profitable growth opportunities.  Market research can help companies to measure and weigh opportunities. This research enables brands to highlight those with the highest profit potential.

Automation is a discipline that helps companies to rapidly test and make predictions.  The downside is that automation may miss the human connection evident in Face-to-Face and observation research.  Used with other techniques such as Face-to-Face and qualitative techniques, it can be valuable for some companies.  “Hybrid” methodologies that combine multiple methods can be especially useful in making sense of a complex customer decision journey.

营销自动化的例子

查找样本

寻找样品的过程变得越来越自动化。营销人员现在可以使用聚合服务背后的过滤和选择技术。

调查

调查是最古老的研究自动化形式之一。它允许消费者在线回复调查。它还确保他们只回答与他们相关的问题。  

客户支持

企业也在使用自动回复客户的功能。例如，如果多位消费者有特定的投诉，营销人员可以生成自动回复。这些自动回复让支持团队可以腾出时间去处理其他问题。

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