大數據市場研究與策略

什麼是大數據？

「大數據」一詞是指識別、收集、分析和解釋大量數據以做出更有意義、更可行的決策的過程。儘管事實上每秒可能會產生更多的數據，但更快、以更多方式分析數據的能力正在引起人們的注意。不斷擴大的「雲端」和電腦儲存容量也促進了其最近的流行。

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.

如何取得大數據？

有關客戶的數據可以從許多來源獲得。例如他們的網路日誌（即網站活動）、客戶服務互動、訂閱和註冊表、調查、部落格和社交媒體提及。因此，透過整合一個地方的電子郵件地址、另一個地方的一些人口統計數據，以及地理位置、職位和職能、家庭規模以及來自不同來源的許多其他項目，您也許能夠編制一個相對詳細的個人資料。正在討論您的公司或品牌名稱嗎？哪些詞或術語往往與它們相關？它們有積極的還是消極的意義？你的競爭對手也有同樣的狀況嗎？如果您可以獲得此類「非結構化」資料並對其進行量化，您可以將其新增至您的資料庫。

大數據可以做什麼？

一旦您對客戶有了更好的了解，您就可以將其與其他因素結合起來，例如購買頻率和數量、定價變化、廣告內容和媒體投放、一天或一周的時間、區域位置等等。一種關係不僅可以洞察事件的“內容”，還可以洞察事件的“原因”。例如，您不僅可以了解某人造訪您的網站、點擊廣告或進行購買的次數，還可以發現為什麼一個人喜歡某件事而另一個人不喜歡。特定受眾將接觸並閱讀目標內容（例如廣告訊息），並以更可預測和更理想的方式行事。

大數據適合您嗎？

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.

您應該如何使用大數據？

目標是“從廢話中找出道理”，並避免“分析癱瘓”（即花費大量時間查看數據而導致決策延遲）。

比擁有數據更重要的是確定要尋找的內容。

因此，透過發現並專注於客戶過去和當前的關鍵行為，就有可能針對他們客製化更合適、更有意義的訊息或廣告，從而影響未來的行為，例如購買或推薦您的產品。極高的運算能力和軟體程序，加上接受過使用訓練的人員，從巨大的資料集中得出正確的結論。因此，當需要時，諮詢專門處理此類數據的第三方是一個好主意。

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