如今,广告主在企业管理和市场营销领域,开始越来越重视应用数据了,采集、管理和使用数据的手段也日趋多样和科学。为了适应企业和市场的需要,我国的数据公司的调查水平也有所提高,渐渐地与国际水平接轨。但在媒介购买方面,在数据的使用上仍然让广告主颇感头痛。在这方面广告主日益陷入怪圈,不信数据吧,广告投放缺乏科学的依据,有一半广告费被浪费掉了:以数据为依据吧,疑点又太多,同样不能保证广告投放不会出现失误,是进亦忧、退亦忧。 Nowadays, advertisers are beginning to pay more and more attention to application data in the fields of business management and marketing. The means of collecting, managing and using data are also increasingly diversified and scientific. In order to meet the needs of enterprises and markets, China’s data companies have also raised the level of investigation, gradually with the international standards. But in terms of media buying, advertisers are still a big headache in data usage. Advertisers in this area are increasingly caught in a vicious circle, do not believe the data, advertising lacks a scientific basis, half of the advertising costs were wasted: the data as the basis for it, doubts too much, the same can not guarantee that advertising will not be mistakes, Is also into the worry, retreat also worry.