Marketing refinement of the hottest operators is a

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The refinement of operator marketing is a false proposition

telecom operators have a large amount of data, which involves the basic information of customers, call behavior, online behavior, data business use, intelligent terminals, channel contact, geographical location, etc. It is a wonderful idea to analyze these massive data, restore customer characteristics and needs, and use big data to guide the refined marketing work of operators. Typical cases are: China Mobile found through data analysis that customers' fixed calls have been transferred to a different (Telecom or Unicom) number for nearly a month, and China Mobile has few caller records, so it can be concluded that this customer is about to transfer; Through data analysis, it is found that two customers talk very frequently, so we can recommend the family relationship (two people's cornet + monthly call) business to these two customers; It looks beautiful to find out the customers with large data flow and high cost who have not handled the package and recommend them the appropriate traffic package operator. However, there are the following problems in the specific implementation:

first, the marketing plan cannot be designed in a personalized way.

big data analysis finds that a customer has a strong correlation with call forwarding behavior, and finds the customer with a tendency to leave. What should we do next? According to Viktor Mayer Schoenberg's book the age of big data: in the age of big data, we should pay more attention to correlation rather than causality. Then, we should prohibit customers' call forwarding behavior, so that at least it will increase the difficulty of customers' forwarding, and it will only increase the difficulty of customers' forwarding, but not prevent customers from forwarding; Moreover, this is also an unfair means of competition

the usual practice of operators is that crying children have milk to eat, and a high preferential marketing plan is specially designed for this part of customers who tend to leave, including sending phone charges and sending. Such a method can keep some customers on the market, but it is not effective for all customers who are inclined to leave. Because big data did not tell the operator why this customer bought different communication services and was ready to leave. Possible reasons are: the network coverage of the original operator is not in place, the service is flawed, he doesn't like the terminal that provides options, the competitor has a better network, a more preferential marketing plan, or it is to help friends who work in the operator complete a task, and so on. It is by no means a marketing plan that can solve all problems and keep all customers away

operators use big data to find a certain type of customers and segment them, but this is only a certain degree of segmentation. No two customers have exactly the same specific conditions and needs. The ideal segmentation is to carry out 360 degree portraits for each customer and carry out marketing activities for each household. If you can't draw a portrait for every customer, you can't formulate a truly personalized marketing plan. Internet enterprises are closer to drawing a portrait for each customer. For example, Dangdang recommends you according to your browsing history, Weibo recommends people you may be interested in according to your attention, browsing and other information, and Taobao guesses you like. At present, operators do not have such capabilities

of course, it is also of great significance to segment customers to a certain extent. It should be emphasized that we should not think that if we subdivide and formulate a personalized marketing plan, it will be effective for all subdivided customers and solve all problems

second, advertising information can't be pushed accurately

how to push personalized marketing plans to customers with a certain degree of segmentation

telecom operators, information service experts, have no way to deliver their own information to specific customers, which sounds like a joke, but it is a fact

TV advertisements, newspaper advertisements, outdoor advertisements, as well as posters and leaflets in the business hall are not feasible. Marketing activities are only targeted at some of the segmented customers, not the target customers. If you want to participate in the advertisement after seeing it, it is also not allowed

use SMS! SMS is a good way, with strong pertinence and high arrival rate. The decision of the Standing Committee of the National People's Congress on strengthening the protection of network information, adopted at the 30th meeting of the Standing Committee of the Eleventh National People's Congress on December 28, 2012, blocked this road: no organization or individual shall be fixed to the recipient of electronic information without the consent or request of the recipient of electronic information, or the recipient of electronic information expressly refuses Send commercial electronic information by mobile or personal email. This decision came against spam messages, and with the special rectification of the Ministry of industry and information technology, most operators implemented it in place

this decision objectively makes operators lag far behind internet enterprises in refined marketing. After big data analysis, Internet enterprises will deliver targeted services and marketing cases to customers through private messages, reminders, client push, personalized recommendations, etc. Operators have no Internet push mode; There is no essential difference between the SMS push book and the Internet push method, but it cannot be used because of this decision

at present, operators mainly use outbound calls in the advertising of customer segments. Keep company with fraudsters and Tie Guanyin's salesmen. This is the embarrassing advertising method adopted by information service experts in refined marketing

third, the specific business cannot be handled individually.

when an outbound call is made, it is not easy for someone to answer, return the letter, and be willing to handle it. The outbound call personnel are like winning the lottery. But the next problem is not easier than outbound calling. The customer needs to go to the business hall to deal with it by himself. First of all, customers may need to pay a certain amount of fees. Operators rarely say that you will pay the phone bill or send it without paying the fee, and you have to pay some for any discount; Secondly, in order to prevent fake arbitrage through social channels, and to prevent disputes with customers due to their accuracy in the quality control of raw materials and finished products, operators need customers to handle many businesses in the business hall, sign in person, and leave a copy of their ID card. Will the customer come

unlike operators, business handling is not a problem at all in Internet enterprises. All businesses are handled by themselves. It is not only business processing, but also customer segmentation, advertising push, and business processing are all completed by the interaction between the system and customers. This is efficient, saves manpower and wins trust

IV. task assessment leads to data fraud

the difficulty of big data operation and refined marketing of operators has not been paid attention to by marketing management departments at all levels. Everyone has great expectations for this, which is reflected in the task decomposition, that is, the high handling rate index

an operator extracted the target customers of relatives and friends and distributed them to all business offices. It is required that the handling rate in the target list should reach 9. The following conclusion can be made: 0% in the future. The author visited a channel and got the following data: after the outbound call, he found that only 70% of the target list was opened, including the reasons for shutdown and shutdown, as well as intentional failure to answer; Then 40% of the target customers said they accepted the business; Finally, 10% of the target customers will come to the business hall to handle. 90% and 1 are far from 0% in today's world where the voice for energy conservation and environmental protection is rising. But the goal of failing to complete the task is to be assessed, so there is fraud

it is not difficult for marketing managers to formulate a scientific task index. They take 100 numbers to make outbound calls, and then track the handling situation. After going through the process, the operation is simple and solid, and they know how much the handling rate should be. But people seldom do this. Managers seem to be facing a dilemma: if they don't decompose the task objectives, everyone won't do the work; Decomposing goals may lead to fraud. How to put an end to fraud is another topic. But it is necessary to formulate scientific and reasonable indicators

the marketing plan cannot be designed individually, the advertising information cannot be pushed accurately, the specific business cannot be handled individually, and the task assessment leads to data fraud. What shall I do? One way is the complete transformation of operators' operation organization and customer service to the Internet. After the interconnection of customer service, the above four problems are no longer problems. The other way is to return to extensive operation. Operators are good at spreading widely. With huge user scale, overwhelming publicity and channel advantages, the marketing activities of operators can find their own target customers. There is no need for salespeople to actively market, and the target customers will take the initiative to go to the business hall to handle. So many years of practice has proved that the extensive operation of operators has achieved good results

the big data operation and refined marketing of operators look beautiful and have many difficulties. At present, it is largely a false proposition. Let's not expect too much from refined marketing and give it something it can't afford. In the context of operators' failure to completely transform to the Internet, we should first do a good job in extensive management

Copyright © 2011 JIN SHI