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1、市场营销进入大数据时代Bigdatathis,bigdatathat.ThepopularSiliconValleybuzzwordhasbecomesoubiquitous--thetermwasevenaddedtotheOxfordEnglishDictionarylastyear--thatitseemstomeaneverythingandnothingatthesametime.Bigdatawilltransformindustries!Changethewayweworkandlive!
2、Alterthefutureofcomputingasweknowit!(Imaginetheconfusionamongexecutiveswhofeelcompetitivepressuretoactuallyincorporatetheconceptintotheirbusiness.)Thebenefitsofbigdataarestillnebulousforsome,butthemarketingindustryfacesaslightlyclearerproposition.Formark
3、eters,harnessingcomplexdatasetsaboutatargetaudiencecouldproducemoreeffectivecampaignsandmeasurablecompetitiveadvantage.Whichmaybewhymorethantwo-thirdsoforganizationsexpecttorampupspendingondatamanagementservicesinthenextyear,accordingtoarecentreportfromF
4、orresterResearch,and41%expecttoincreasespendingbetween5%and10%inthenextyear."It'snotreallyaquestionofbigdataasmuchasit'saquestionoftherightdata,"ForresterprincipalSherylPatteksays."It'saboutturningdataintoinsightsthatyoucanactontodrivebusiness."Marketers
5、arenotquantitativeexperts--notquiteinthewaythatadatascientistis,anyway.Yettheyareexpectedtojustifyeverydollartheyinvestandmakedata-drivendecisionsonbrandstrategy.Digitalmarketinginvolvesmorechannels,platforms,andaudiencesegmentsthaneverbefore.Analyticsto
6、olstotrackwebandsocialtrendsonlyscratchthesurfaceoftheintelligencethatcanbegleaned.Isthereabetter--organized,structured--waytointegrateitallforabetterview?Ad-techcompanieslikeRocketFuel,aRedwoodCity,Calif.-basedstartupusingartificialintelligencetodetermi
7、neadvertisementplacementsonline,areworkingtohelpmarketersautomatedataforoptimaladdeliveryandusepredictivealgorithmstoinformfuturecampaigns."Theideaisthatthisparallelprocessingwithmachinesgivesyoufargreaterpowerthanyoucouldeverhavebytryingtoguessyourwayin
8、tomakingadecision,"saysEricPorres,RocketFuel'schiefmarketingofficer.Toshibaisoneofthecompaniesthatenlistedthefive-year-oldcompanytohelpdrivesalesforitsKiraUltrabooklaptopcomputer.Usingitsplatform,RocketFueldiscoveredthatbu
