dc.description.abstract | Amongst the various different types of business industries, building a successful private brand is a goal for many enterprises. On the Internet, any form of behavior will produce a data trajectory. Hidden within the fragmented scattered data is the actual requirements of consumers at the other end of the network. How to provide insights into the meaning of these data, and using this information to set customized marketing strategy, should be one of the key requirements of successful brand management today.
The emergence of Apache Hadoop, used for various big data analysis, provides a simple, low cost solution. By using Apache Hadoop technology, brand operators can setup a Data Management Platform (DMP) that allows management and marketing staff to have sufficient information for effective decision making from the perspective of business strategy, reflecting on how to view from a consumer’s perspective, conveying the brand’s core idea and consumer value, and providing insight into the consumer’s profile. This in turn unleashes the true business value of the data.
This study uses a Taiwanese automobile brand as the case for investigation. The study investigates the process of DMP implementation, how the data of individuals can be combined from different aspects, how multi-community trajectory provides analysis for the characteristics of customer behavior, profiles of users, and the benefits of marketing channel. All these can serve as a basis for delivering an efficient marketing strategy in the future.
Through the introduction of a data management platform, integrating online and offline information, the firm can carry out quantitative analysis on marketing effectiveness with appropriate data analytics. The analysis results of big data can ensure whether brands and products can really meet consumer needs, and drive marketing strategies with data, thereby enhancing brand value. | en_US |