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大数据时代的用户体验革命The new era of using ‘Big Data’ to empower customers with better user experience
Green Drinks Shanghai at Arup Shanghai / 24 September 2015
⺩王佳⻰龙(Kalo Wang)
CEO of Dynamic Data Executive Director of Loop Advertising Group.
In 2009,I founded a big data monitoring institute called BuzzReader and then BuzzReader was merged by Publicis Groupe which is the 3rd biggest marketing group in the world. In 2013, I founded the Big Data Solution company -‐ Dynamic Data, focusing on data management and serving over 30 of the world's top 500 enterprises.
百联⼲⼴广场免费Wi-‐Fi百联⼲⼴广场免费Wi-‐Fi 百联⼲⼴广场免费Wi-‐Fi
Scan the PIC to link Wi-‐Fi Choose the Loading type Match the consumer’ identification and typical tags via dynamic database in millisecond
百联⼲⼴广场免费Wi-‐Fi
Selecting the optimal Ads base on the typical tags
Label the typical consumption tag as “want to purchase mobile
phone” via its behaviors as search, favorite and add to cart etc.
尊敬的⽤用户，欢迎光临百联⼲⼴广场。 您已成功登陆Wi-‐Fi。
⼿手机专柜在本⼲⼴广场北座⼀一楼。华为荣耀3x现货发售，欢迎体验。
更多详情请点击下图，也可登陆⺴⽹网络商城直接购买。
Applications Scenarios1
Consumer Image • Profile • Interests • News & Information • Consumption Reference • Games • Consumption Places
运营商国内的主要电信运营商
Consumer Image2• 360° consumer image description, real-‐time updates on long term and short term tags, know consumer better than consumer himself
male 1989 shanghaiTongji University Wujiaochang
football
auto
military
foreign language
games
Movie
Online novels
12 months: Sports News（45）Current news（20）Celebrity（15）3 months: Sports News（35） Current news （15）Job
hunting（15）
12 months: Sneakers（55） Capability:2 Reference: Celebrities Style
12 months: WOW（60） Winning Eleven（20）
3 months: app－World II Hunting BOSS
3 months: Business Suit（65）Capability:2 Reference: Fashion, Casual
otaku
12 months: TJ university-‐corporate spending（40）Wanda-‐Shopping mall（15）
3 months: Wanda-‐Shopping mall（65） People Square-‐Haoledi-‐KTV (15)
Consumer Identification3• Matching the virtual and real identity via multi-‐dimensions to accurately target the individual consumer
Virtual Identity• PC（User ID，Cookie etc. ） • Mobile（unique device ID as
IMEI、IMSI、MAC add etc.）
Real Identity • Name• Identity ID• Address• Mobile Number• E-Mail• SNS ID（Sina Weibo、Tencent
Weibo、QQ etc.）
Data sources4
Big Data Program5• Leveraging users as the core and integrating all-‐round data to figure out the real consumer information
and provide an effective way to support the decision making.
Data Integration
Data Processing
Data Application
＊Marketing & Sales： Marketing channel management Precision marketing Customized service Marketing positioning ＊Products： Product innovation Product planning Individual product customization Product trend analysis ＊Business & Market： Market demand analysis Consumer group size prediction Target consumer needs analysis Potential consumer needs analysis
＊Data cleaning ＊Data matching ＊Data mining ＊Data value reading ＊Data value chain building ＊Data value accounting liquidity ＊Data value rebuilding ＊Data value reprocessing
＊Owned data pool ＊Co-‐operative data pool ＊Third party data pool
Satisfy with the existing consumers
我看到有需求的客户
我梦想得到理想价值客户
Members Management6
BrandFigure out the members who has demand
Obtain the potential members
Reach more core loyal members
Memb
ers in
Members in
z
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D*N<[email protected]>
Weibo banner
E-DM
Online target users mining7
Location Selection8
Geography+ population + Business+……
Thank you
