In the five years from 2013 to 2018, precision marketing based on big data has become an important application of big data for operators. Big data-driven precision marketing extends from the consumer business of operators to the government and enterprise business of operators, greatly improving the operational efficiency and marketing conversion rate of operators. In 2018, after the smart marketing of Whale Technology was launched in Sichuan Mobile, it provided Internet-based and intelligent help for the daily marketing work of front-line marketing personnel. The marketing efficiency increased by about 30%, the marketing success rate increased by about 25%, and the success rate of business opportunity conversion increased by about 20%.
In the process of marketing intelligent transformation, a large number of data has become an important asset for operators. The next step in smart marketing is to commercialize data. Operators can commercialize their own big data assets to obtain profits. In particular, operators can make use of their own data advantages to provide industry customers with marketing insights, decision AIDS, public services and other businesses to realize the realization of data, so that data can generate more commercial and social value.
App 1- Provides marketing insights to industry customers: Verizon uses precise data analysis on where the audience is coming from, so teams can learn what viewers like about sponsors, etc. Sprint, the US telecoms operator, uses big data to provide industry customers with consumer and market insights, including demographic, behavioural and seasonal analysis
Application 2- Customer Flow and Location: Telefonica established DynamicInsights, a dynamic insight division, to carry out big data business and provide customers with packaged data analysis services. Its first product, called Smart Steps, was launched in the UK and Brazil in collaboration with market researcher GFK. Based on fully anonymous and aggregated mobile network data, Smart Footprint helps retailers analyze the source of customers and the flow of people at each store and booth, as well as consumer characteristics and spending power, and uses the insights to provide customer flow analysis and retail location services for government and corporate customers.
Application 3- Utility Services: France Telecom, the country's largest operator, and Orange Business Services, its communications solutions division, have built IT systems for many public service projects in France, such as a French motorway data monitoring project that generates millions of records every day. The analysis of these records can provide accurate and timely information for the vehicles driving on the highway and effectively improve the road patency rate.
