1.
Maximizing the use of data to access users to
achieve optimal effect of online booking. - Agoda
For
online hotel booking website Agoda, its big data application is focused on how
to access its users. The foremost is how to reach our users and take these
users to Agoda. Agoda’s strategy has been buying traffic from all type of
search engines and other media.
They
have been trying different ways of SEO optimization, such as different grouping
of words, ideas, services. Over the four years, via optimization of thousands
of key words, their search engine optimization ratio has improved for over 24.6
times, multiple dozen times of increased bookings.
2. Multiple Dimension of Digital Asset - Baidu
Baidu
has always been taking the lead of big data era. The services that Baidu has
provided for its customers, is not only leading the traffic, but also a
multidimensional solution package to its customers. For example, a live-time
price fluctuation model for airline companies to maximize its online booking
scale and efficiency.
Also
Baidu can provide better operational service to corporations in management.
Such as the baidu map in real estate projects for the best parking lot or
traffic tracking for department stores.
3. Understanding Customers’ Needs to Create
Customer-tailored Insurance Product – China Insurance Co.
As
the largest insurance company in Asia-Pacific Region, China Insurance has
actively explored in digital marketing. It has established an digital marketing
and strategy section. It focuses on SEO and data integration to understand
customers’ needs. Its car insurance sales has championed China, with the
digital marketing plan which increased the transition ratio of its personal
property insurance users to car insurance by 354%.
However,
they also face the data barriers among different platforms. For example, the
users’ data on wechat, their official website, and app are relatively
disparate. They can’t see exactly if any customer buys insurance from the
social media channel, or if there is any overlapping. They hope to integrate
data among all the platforms.
4.
Provide Data Support for Marketing Decisions – Coco Cola
This
year, CocoCola has launched a special marketing campaign – printing the most
popular slogan or music on the bottles- all are drawing from the data analysis.
In
such a marketing event, data analysis helps Coco Cola to decide which music is
most popular, which lyrics is mostly welcomed, and who is best loved by fans,
as well as the marketing outcome.
CocoCola
is right now establishing its own customer data base so that by understanding
its own customers, can it work more strategically with its online operators.
No comments:
Post a Comment