这是一个曾经在国外营销界非常流行的案例,几年前传入中国,在当时的中国企业界引起了极大的惊奇和震撼。随之而来的“数据仓库”热,由于种种条件的不完备,目前业已冷却了不少,但是不可否认,“啤酒与尿布”所带来的新思想、新观念仍然值得许多人去研究,它的影响是深刻而长久的。 啤酒?尿布?风马牛不相及的两件物品,能有什么样的联系呢?故事发生在全球最大的零售商沃尔玛身上。在很早以前,沃尔玛管理者就注意到了海量数据收集和挖掘的重要性。他们在总部建立了一个海量信息的存储中心,能够存储历经3年以上的销售数据,每天深夜,分散在世界各地的连锁店就会以网络传输的方式将海量的数据传到总部,经过整理,排序存储在 This is a very popular case in the overseas marketing community. A few years ago it was introduced into China and it caused great surprise and shock at the time in the Chinese business community. However, it is undeniable that the new ideas and concepts brought about by the “beer and diaper” still deserve many people’s study. However, due to the incompleteness of various conditions, the “data warehouse” Its impact is profound and long-lasting. What kind of connection can be made between beer, diaper, and two unrelated items? The story takes place on Wal-Mart, the world’s largest retailer. Long before Wal-Mart executives noticed the importance of mass data collection and mining. They set up a massive storage center at the headquarters, which can store sales data for more than three years. Every night, the chain stores spread all over the world will send huge amounts of data to the headquarters by the network transmission, after sorting, sorting save at