论文部分内容阅读
把用户所有行为串起一条线的方式,将会指向一个国内未尝发掘的数据机会:理性测量数字营销中所有媒介的效果。“之前我们看到的数字营销效果报告,更多的是数据展示,和网络动作数量的的评估,我们现在可以真正意义上的将数量和经济价值综合的考量进数据分析中。”浩腾媒体(以下简称OMD)数据分析总监贾雯告诉《成功营销》记者。1999年已经进入中国的OMD,是宏盟媒体集团旗下的提供营销传播及媒体投资解决方案的专业机构,如同许多4A机构面临的问题一样,OMD及贾雯团队要破解的是所负责业务从执行层面到决策层面的升级,“我们要颠覆思维,告诉客户我们并非只是执行公司,而是能够使价值最大化的策略公司。”而这一升级所依赖的,就是数据分析。
Striking a single line of user behavior all will point to an untapped data opportunity in the country: to rationally measure the effectiveness of all media in digital marketing. “Before we see the digital marketing effectiveness report, more is the data show, and the number of network actions, we can now truly a combination of quantitative and economic value into the data analysis.” Hao Teng Media (hereinafter referred to OMD) Jia Wen, director of data analysis, told the “successful marketing” reporter. OMD, which entered China in 1999, is a professional organization providing marketing communications and media investment solutions under the Omnicom Media Group. Like many 4A organizations, OMD and Jia Wen team are trying to solve the problem that the business in charge of execution To the level of policy-level upgrades, “We want to subvert the mind, tell the customer that we are not just the implementation of the company, but to maximize the value of strategic companies.” And this upgrade depends on the data analysis.