大数据市场研究与策略

什么是大数据？

“大数据”是指识别、收集、分析和解释大量数据的过程，以便做出更有意义、更可行的决策。虽然实际上每秒产生的数据可能更多，但能够以更快的速度和更多方式分析数据的能力正在引起人们的关注。不断扩大的“云”和计算机存储容量也助长了大数据最近的流行。

Much as Moore’s Law applies to computer chip capacity, it is now possible to store, manage and more quickly process extremely large volumes of data due to technological improvements, while doing so at greatly reduced costs.[/fusion_li_item]

[fusion_li_item icon=””]As such, many organizations have integrated traditional market research skills with IT programming talent to analyze extremely large data sets in an effort to uncover patterns, trends, and correlations relating to human behaviors and interactions.Due to the widespread use of social media such as FaceBook, twitter, and LinkedIn, along with video sharing tools like Youtube, Instagram and Pinterest, the volume of textual and visual information is growing exponentially on a global basis. Many countries have these same websites along with their own versions plus many mobile device apps.Much of Big Data is “unstructured” in nature, in a sense like qualitative data as found in responses to open-ended questions or focus groups.On the other hand, data obtained from sources such as web traffic visits, clicks, and financial transactions is numeric and “structured”. By being quantifiable, such data is easier to analyze.With increasingly more consumer and business demographics, opinions, preferences, and behaviors being collected, it is possible to construct more meaningful pictures and conclusions out of disparate bits of data using sophisticated software programs and statistical tools.

如何获取大数据？

客户数据可以从许多来源获得。例如，客户网络日志（即网站活动）、客户服务互动、订阅和注册表单、调查、博客和社交媒体提及。因此，通过整合来自一个地方的电子邮件地址、来自另一个地方的人口统计数据以及地理位置、职位和职能、家庭规模和来自不同来源的许多其他项目，您可以编制出一份相对详细的个人资料。有人在讨论您的公司或品牌名称吗？哪些词或术语往往与它们相关？它们有正面或负面的含义吗？您的竞争对手又如何呢？如果您可以获得此类“非结构化”数据并对其进行量化，则可以将其添加到您的数据库中。

大数据能做什么？

一旦你对客户有了更好的了解，就可以将其与其他因素结合起来，例如购买频率和数量、价格变化、广告内容和媒体投放、一天或一周中的时间、区域位置等等。可以发现一种将事物联系在一起的关系，不仅可以洞察事件的“是什么”，还可以洞察事件的“为什么”。例如，你不仅可以了解某人访问网站、点击广告或购买商品的次数，还可以发现为什么一个人喜欢某样东西而另一个人不喜欢。有了这些知识，就可以提高特定受众接触和阅读目标内容（例如广告信息）的可能性，并以更可预测和更理想的方式采取行动。

大数据适合您吗？

If you can pose a question like this that relates to a business objective where the answer would help you make a better decision, then Big Data could be for you. So for instance, are you trying to attract new customers, sell more to existing ones, find ways to reduce costs, improve customer service?[/fusion_li_item]

[fusion_li_item icon=””]It is much better to have objectives or hypotheses to test before delving into Big Data. Although an examination of many variables may eventually find some that correlate, e.g. one’s height and their choice of credit card, there maybe little or no value to knowing this.Thus, without a plan, one can easily expend (and waste) huge resources.

您应该如何使用大数据？

目标是“从无意义中找到意义”以及避免“分析瘫痪”（花费太多时间查看数据而延迟决策）。

比拥有数据更重要的是确定要寻找什么。传统的统计分析可以帮助确定哪些变量最有可能与某些结果相关（并导致某些结果）。

因此，通过发现并关注客户过去和现在的主要行为，我们有可能针对客户定制更合适、更有意义的信息或广告，从而影响他们未来的行为，例如购买或推荐您的产品。这项工作通常需要极强的计算能力和软件程序，以及经过使用培训的人员，才能从庞大的数据集中得出正确的结论。因此，当有需要时，咨询专门处理此类数据的第三方是一个好主意。

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