For the vast majority of consumers and manufacturers, information overload is a big problem. Similarly, for sales decision-makers, gathering and organizing market research results, product sales information, and second-hand data about competitors is also a particularly challenging issue. The new Long Information discusses with everyone the implementation issues of online advertising strategies driven by data. The sources of data are varied (such as data automatically collected by websites, purchase records at physical store cash registers, and other "contact point" information records of consumers), making the problem even more difficult to solve. How to reasonably and effectively deal with these data? In the previous article, Long talked about how Nestle Purina classifies large amounts of consumer data systematically to develop its online advertising strategy implementation plan. The following chart comprehensively displays this process: from raw materials to databases to strategies in the SDS model.
Companies collect data from countless channels, which after filtering, are input into databases and transformed into marketing messages, then used to formulate marketing strategies. Various organizations are filled with massive amounts of data. Online operators must consider how to extract useful information from billions of bytes. The market research chart of Purina Company intuitively demonstrates how an enterprise categorizes and processes hundreds of millions of data fragments (these data include relevant information about approximately 21.5 million consumers), collects more information, and makes operational decisions based on the classification and organization results (see the chart below). Enterprises must apply the data they collect throughout the entire process; otherwise, these data are just piles of simple facts and numbers.
Nestle Purina Pet Food Company: from data to decision-making
Marketing plans are generally developed during the process of transforming information into knowledge. Knowledge is not merely a collection of information but something rooted in the user's brain (not the computer). We can compare teaching and learning. Through lectures or book knowledge transmission, teachers can continuously convey information to students, but only when students digest this information, connect it with other information, and add their own understanding does the teacher's transmitted information become useful knowledge. The difference between humans and networks or computers lies in the fact that humans can create knowledge, while computers can only assist people in learning. New Long Information is always your good partner in the field of Internet business applications!
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