{"id":3395,"date":"2019-02-13T09:48:39","date_gmt":"2019-02-13T12:48:39","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3395"},"modified":"2026-10-19T12:08:29","modified_gmt":"2026-10-19T15:08:29","slug":"data-driven-marketing-decision-making-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2019\/02\/13\/data-driven-marketing-decision-making-zh\/","title":{"rendered":"\u6570\u636e\u9a71\u52a8\u8425\u9500\uff08Data Driven Marketing\uff09\uff1a\u5b83\u662f\u4ec0\u4e48\uff1f\u5982\u4f55\u5e2e\u52a9\u4f60\u505a\u51fa\u51b3\u7b56\uff1f"},"content":{"rendered":"

\u6570\u636e\u9a71\u52a8\u8425\u9500\uff08Data driven marketing\uff09\u662f\u4e00\u79cd\u5229\u7528\u4f01\u4e1a\u6240\u638c\u63e1\u7684\u6d88\u8d39\u8005\u6570\u636e\u6765\u6539\u8fdb\u51b3\u7b56\u7684\u7b56\u7565\u3002\u6570\u636e\u9a71\u52a8\u8425\u9500\u975e\u5e38\u6709\u52a9\u4e8e\u96f6\u552e\u5546\u9009\u62e9\u63a8\u5e7f\u4e1a\u52a1\u7684\u5a92\u4f53\uff0c\u5e76\u4e3a\u590d\u6742\u7684\u53d8\u9769\u63d0\u4f9b\u4f9d\u636e\uff0c\u4f8b\u5982\u90a3\u4e9b\u5f71\u54cd\u95e8\u5e97\u5e03\u5c40<\/u><\/a>\u6216\u4e3a\u987e\u5ba2\u63d0\u4f9b\u7684\u8d2d\u7269\u4f53\u9a8c\u7684\u53d8\u9769\u3002<\/p>\n

\u4eca\u5929\uff0c\u60a8\u5c06\u66f4\u6df1\u5165\u5730\u4e86\u89e3\u6570\u636e\u9a71\u52a8\u8425\u9500\u7684\u597d\u5904\u3001\u60a8\u7684\u4f01\u4e1a\u5982\u4f55\u843d\u5730\u5b9e\u65bd\uff0c\u4ee5\u53ca\u54ea\u4e9b\u5de5\u5177\u6709\u52a9\u4e8e\u6536\u96c6\u6709\u5173\u9500\u552e\u7ec8\u7aef\u52a8\u6001\u7684\u76f8\u5173\u6d1e\u5bdf\u3002\u6211\u4eec\u5f00\u59cb\u5427\uff01<\/p>\n

\u4e3a\u4ec0\u4e48\u8981\u91c7\u7528\u6570\u636e\u9a71\u52a8\u8425\u9500\uff1f<\/h2>\n

\u6211\u4eec\u6b63\u5904\u4e8e\u6570\u636e\u91c7\u96c6\u7684\u5173\u952e\u65f6\u671f\u3002\u81ea\u4e91\u8ba1\u7b97\u95ee\u4e16\u4ee5\u6765\uff0c\u6211\u4eec\u4ece\u672a\u62e5\u6709\u5982\u6b64\u591a\u7684\u6570\u636e\u6d4b\u91cf\u624b\u6bb5\u548c\u5982\u6b64\u5927\u7684\u5b58\u50a8\u7a7a\u95f4\u3002\u975e\u7ed3\u6784\u5316\u6570\u636e\uff08\u5982\u89c6\u9891\u3001\u97f3\u9891\u548c\u56fe\u50cf\uff09\u5206\u6790\u65b9\u9762\u7684\u8fdb\u5c55\uff0c\u4e5f\u4e3a\u6211\u4eec\u8d70\u5230\u4eca\u5929\u53d1\u6325\u4e86\u91cd\u8981\u4f5c\u7528\u3002<\/p>\n

\u8fd9\u662f\u81ea\u6570\u5b57\u5316\u8f6c\u578b\u5f00\u59cb\u4ee5\u6765\uff0c\u4f01\u4e1a\u8fd0\u8425\u65b9\u5f0f\u6700\u91cd\u5927\u7684\u53d8\u5316\u3002\u501f\u52a9\u6570\u636e\u9a71\u52a8\u8425\u9500\uff0c\u6211\u4eec\u83b7\u5f97\u4e86\u7406\u89e3\u548c\u670d\u52a1\u987e\u5ba2\u7684\u65b0\u673a\u9047\u3002<\/p>\n

\u6d1e\u5bdf\u662f\u5982\u4f55\u4ea7\u751f\u7684\uff1f<\/h2>\n

\u5927\u6570\u636e<\/u><\/a>\u548c\u5546\u4e1a\u667a\u80fd\u662f\u6570\u636e\u9a71\u52a8\u8425\u9500\u7684\u4e24\u5927\u6838\u5fc3\u624b\u6bb5\u3002\u5b83\u4eec\u7684\u5de5\u4f5c\u539f\u7406\u662f\u6c47\u603b\u548c\u5206\u6790\u5927\u578b\u6570\u636e\u4ed3\u5e93\uff0c\u5e76\u9ad8\u901f\u5904\u7406\u5176\u4e2d\u5305\u542b\u7684\u4fe1\u606f\u3002\u501f\u52a9\u4e13\u4e1a\u8f6f\u4ef6\uff0c\u95e8\u5e97\u53ef\u4ee5\u83b7\u5f97\u4efb\u610f\u591a\u7684\u6d1e\u5bdf\uff0c\u65e0\u8bba\u662f\u6d88\u8d39\u8005\u5728\u5e97\u5185\u505c\u7559\u7684\u65f6\u957f\uff0c\u8fd8\u662f\u6700\u5438\u5f15\u4ed6\u4eec\u6ce8\u610f\u7684\u5546\u54c1\u3002\u8fdb\u884c\u6b64\u7c7b\u5206\u6790\u9700\u8981\u7528\u5230\u4e00\u4e9b\u5de5\u5177\uff0c\u8bf7\u770b\u4e0b\u6587\u3002<\/p>\n

Hadoop<\/h3>\n

Hadoop \u662f\u4e00\u6b3e\u57fa\u4e8e Java \u7684\u5f00\u6e90\u8f6f\u4ef6\uff0c\u80fd\u591f\u540c\u65f6\u8bbf\u95ee\u5927\u91cf\u4fe1\u606f\u5e76\u4ece\u4e2d\u53d1\u73b0\u89c4\u5f8b\u3002\u8be5\u7cfb\u7edf\u53ef\u5229\u7528\u6765\u81ea\u5404\u4e2a\u4e1a\u52a1\u9886\u57df\uff08\u8425\u9500\u3001\u9500\u552e\u3001\u5ba2\u670d\u7b49\uff09\u7684\u6570\u636e\u5e2e\u52a9\u6307\u660e\u8d8b\u52bf<\/u><\/a>\u3002<\/p>\n

NoSQL<\/h3>\n

SQL \u4e2d\u7684\u6570\u636e\u5fc5\u987b\u59cb\u7ec8\u662f\u7ed3\u6784\u5316\u7684\uff08\u5373\u80fd\u591f\u88ab Excel \u7b49\u4f20\u7edf\u8f6f\u4ef6\u8bfb\u53d6\uff09\uff0c\u800c NoSQL \u6570\u636e\u5e93\u5219\u4e13\u4e3a\u975e\u7ed3\u6784\u5316\u6570\u636e\u800c\u8bbe\u8ba1\u3002\u5b83\u4eec\u80fd\u591f\u5b58\u50a8\u548c\u5904\u7406\u4e0d\u5177\u6709\u76f8\u4f3c\u6a21\u5f0f\u7684\u4fe1\u606f\u3002\u97f3\u9891\u3001\u89c6\u9891\u3001\u56fe\u50cf\u548c\u8fd0\u52a8\u4f20\u611f\u5668\u90fd\u4f1a\u4ea7\u751f\u8fd9\u7c7b\u6570\u636e\uff0c\u800c\u5982\u4eca\u8fd9\u4e9b\u6570\u636e\u5bf9\u4f01\u4e1a\u800c\u8a00\u6700\u5177\u4ef7\u503c\u3002<\/p>\n

BI \u7cfb\u7edf<\/h3>\n

\u5e02\u573a\u4e0a\u6709\u8bb8\u591a BI \u7cfb\u7edf\uff0c\u5404\u6709\u7279\u70b9\uff0c\u4f46\u5b83\u4eec\u90fd\u6709\u4e00\u4e2a\u5171\u540c\u70b9\uff1a\u80fd\u591f\u54cd\u5e94\u67e5\u8be2\u8bf7\u6c42\u3002\u67e5\u8be2\uff08query\uff09\u662f\u7528\u6237\u5411\u8f6f\u4ef6\u63d0\u51fa\u7684\u95ee\u9898\uff0c\u4f8b\u5982\u201c\u6211\u4eec\u5728\u4e00\u5e74\u4e2d\u7684\u54ea\u4e2a\u65f6\u6bb5\u5243\u987b\u5200\u5356\u5f97\u6700\u591a\uff1f\u201d\uff0c\u7cfb\u7edf\u968f\u4e4b\u751f\u6210\u80fd\u591f\u6307\u5bfc\u51b3\u7b56\u7684\u56fe\u8868\u3002<\/p>\n

Qlik\u3001Tableau \u548c Microsoft Power BI \u662f\u8fdb\u884c\u6b64\u7c7b\u9884\u6d4b\u6700\u5e38\u7528\u7684\u51e0\u6b3e\u8ba1\u7b97\u673a\u8f6f\u4ef6\u3002<\/p>\n

\u6570\u636e\u9a71\u52a8\u8425\u9500\u6709\u54ea\u4e9b\u597d\u5904\uff1f<\/h2>\n

\u4ee5\u6570\u636e\u9a71\u52a8\u8425\u9500\u81f3\u5c11\u6709\u4e94\u5927\u4f18\u52bf\u3002\u4e2a\u6027\u5316\u5b9a\u5411\u3001\u63a8\u5e7f\u6e20\u9053\u4f18\u5316\u4ee5\u53ca\u5ba2\u6237\u5fe0\u8bda\u5ea6<\/u><\/a>\u57f9\u517b\u6d41\u7a0b\u7684\u6539\u8fdb\u53ea\u662f\u5176\u4e2d\u51e0\u9879\u3002\u4e00\u8d77\u6765\u770b\u770b\u5427\u3002<\/p>\n

\u66f4\u5b8c\u5584\u7684\u8425\u9500\u7b56\u7565<\/h3>\n

\u501f\u52a9\u4ece\u6570\u636e\u4e2d\u83b7\u5f97\u7684\u4fe1\u606f\uff0c\u96f6\u552e\u5546\u62e5\u6709\u4e86\u6539\u8fdb\u5185\u5bb9\u7b56\u7565\u6240\u9700\u7684\u4e00\u5207\u3002\u66f4\u6df1\u5165\u5730\u4e86\u89e3\u987e\u5ba2\uff0c\u6709\u52a9\u4e8e\u8425\u9500\u4eba\u5458\u7528\u987e\u5ba2\u7684\u8bed\u8a00\u4e0e\u4e4b\u6c9f\u901a\uff0c\u5e76\u964d\u4f4e\u83b7\u5ba2\u6210\u672c\u3002<\/p>\n

\u54c1\u724c\u8ba4\u77e5<\/h3>\n

\u54c1\u724c\u8ba4\u77e5\uff08Brand awareness\uff09\u5c31\u662f\u8ba9\u60a8\u7684\u54c1\u724c\u6df1\u5165\u987e\u5ba2\u5fc3\u4e2d\uff0c\u4f7f\u5176\u5728\u5bfb\u627e\u67d0\u79cd\u5546\u54c1\u65f6\u9996\u5148\u60f3\u5230\u60a8\u7684\u4f01\u4e1a\u3002\u5927\u6570\u636e\u80fd\u8ba9\u60a8\u5168\u9762\u5ba1\u89c6\u4f01\u4e1a\u6240\u5904\u7684\u5e02\u573a\uff0c\u5e76\u5411\u60a8\u5c55\u793a\u54ea\u4e9b\u7ade\u4e89\u4f18\u52bf\u53ef\u4ee5\u63d0\u5347\u54c1\u724c\u8ba4\u77e5\u3002<\/p>\n

\u6e20\u9053\u4f18\u5316<\/h3>\n

\u5168\u6e20\u9053\u8425\u9500\u4f9d\u6258\u591a\u4e2a\u6574\u5408\u7684\u6c9f\u901a\u6e20\u9053\u6765\u4f20\u9012\u4fe1\u606f\u5e76\u63d0\u4f9b\u4f18\u8d28\u670d\u52a1\u3002\u501f\u52a9\u5546\u4e1a\u667a\u80fd<\/u><\/a>\uff0c\u53ef\u4ee5\u627e\u51fa\u54ea\u4e9b\u6e20\u9053\u80fd\u4e3a\u60a8\u7684\u4f01\u4e1a\u5e26\u6765\u6700\u4f73\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\uff0c\u4ece\u800c\u5e94\u4f18\u5148\u53d1\u5c55\u3002<\/p>\n

\u4e86\u89e3\u54ea\u4e9b\u6e20\u9053\u6700\u9002\u5408\u60a8\u7684\u4e1a\u52a1\uff0c\u5c06\u901a\u8fc7\u8bc6\u522b\u7528\u6237\u5982\u4f55\u3001\u4f55\u65f6\u5bfb\u6c42\u5e2e\u52a9\u4ee5\u53ca\u54ea\u7c7b\u9700\u6c42\u6700\u5e38\u89c1\uff0c\u6765\u63d0\u5347\u4f01\u4e1a\u7684\u670d\u52a1\u6c34\u5e73\u3002<\/p>\n

\u6d88\u8d39\u4f53\u9a8c<\/h3>\n

\u4f01\u4e1a\u8d8a\u4e86\u89e3\u76ee\u6807\u53d7\u4f17\uff0c\u5c31\u8d8a\u80fd\u6ee1\u8db3\u4ed6\u4eec\u7684\u9700\u6c42\u3002\u501f\u52a9\u6570\u636e\u9a71\u52a8\u6765\u8ffd\u8e2a\u8bbf\u5ba2\u5728\u5e97\u5185\u7684\u52a8\u7ebf\u5e76\u8bc6\u522b\u5176\u5174\u8da3\u70b9\u7684\u96f6\u552e\u5546\uff0c\u80fd\u591f\u6253\u9020\u51fa\u9ad8\u6548\u7684\u8d2d\u7269\u4f53\u9a8c<\/u><\/a>\u3002<\/p>\n

\u638c\u63e1\u6d88\u8d39\u8005\u5728\u5e97\u5185\u7684\u884c\u4e3a\u540e\uff0c\u63d0\u5347\u987e\u5ba2\u6ee1\u610f\u5ea6\u548c\u5fe0\u8bda\u5ea6\u5c31\u4f1a\u66f4\u52a0\u5bb9\u6613\u3002<\/p>\n

\u4e2a\u6027\u5316\u5b9a\u5411<\/h3>\n

\u540c\u6837\u7684\u76ee\u6807\u53d7\u4f17<\/u><\/a>\u4fe1\u606f\u4e5f\u53ef\u7528\u4e8e\u4e2a\u6027\u5316\u95e8\u5e97\u5e7f\u544a\u3002\u4e0e\u5176\u9762\u5411\u6cdb\u6cdb\u7684\u53d7\u4f17\uff0c\u4e0d\u5982\u5236\u5b9a\u805a\u7126\u7ec6\u5206\u5e02\u573a\u3001\u7784\u51c6\u5bf9\u60a8\u6240\u552e\u5546\u54c1\u6700\u611f\u5174\u8da3\u4eba\u7fa4\u7684\u7b56\u7565\u3002<\/p>\n

\u53ef\u4ee5\u501f\u52a9\u54ea\u4e9b\u624b\u6bb5\u5b9e\u73b0\uff1f<\/h2>\n

\u8ba4\u4e3a\u9500\u552e\u7ec8\u7aef\u552f\u4e00\u53ef\u5206\u6790\u7684\u6570\u636e\u6765\u81ea\u6536\u94f6\u53f0\uff0c\u8fd9\u662f\u4e00\u79cd\u8bef\u89e3\u3002\u5c3d\u7ba1\u8fd9\u4e9b\u4fe1\u606f\u5f88\u91cd\u8981\uff0c\u4f46\u60a8\u7684\u95e8\u5e97\u8fd8\u53ef\u4ee5\u8d2d\u7f6e\u8bb8\u591a\u8bbe\u5907\u6765\u6355\u6349\u6d88\u8d39\u8005\u7684\u53cd\u5e94<\/u><\/a>\uff0c\u4e86\u89e3\u4ed6\u4eec\u5982\u4f55\u5728\u5e97\u5185\u8d70\u52a8\u3002\u6765\u770b\u770b\u5176\u4e2d\u51e0\u79cd\u3002<\/p>\n

\u4eba\u8138\u8bc6\u522b<\/h3>\n

\u6444\u50cf\u5934\u7ed3\u5408\u4eba\u8138\u8bc6\u522b\u5de5\u5177\uff08\u5149\u5b66\u5b57\u7b26\u8bc6\u522b\uff0c\u5373 OCR\uff09\uff0c\u5728\u4e86\u89e3\u987e\u5ba2\u53cd\u5e94\u65b9\u9762\u6548\u679c\u663e\u8457\u3002\u6b64\u5916\uff0c\u5b83\u4eec\u5728\u7edf\u8ba1\u6709\u591a\u5c11\u987e\u5ba2\u518d\u6b21\u5149\u987e POS \u65b9\u9762\u4e5f\u53d1\u6325\u7740\u91cd\u8981\u4f5c\u7528\u3002\u8f6f\u4ef6\u4f1a\u5c06\u6444\u50cf\u5934\u91c7\u96c6\u7684\u4fe1\u606f\u8f6c\u5316\u4e3a\u6570\u636e\uff0c\u4f9b BI \u5de5\u5177\u8bfb\u53d6\u3002<\/p>\n

\u8fd0\u52a8\u4f20\u611f\u5668<\/h3>\n

\u8fd0\u52a8\u4f20\u611f\u5668\u53ef\u4ee5\u5b89\u88c5\u5728\u95e8\u5e97\u5404\u5904\uff0c\u5206\u6790\u54ea\u4e9b\u5546\u54c1\u6700\u5438\u5f15\u6ce8\u610f\u3001\u987e\u5ba2\u5728\u54ea\u4e9b\u8d27\u67b6\u524d\u505c\u7559\u6700\u4e45\uff0c\u4ee5\u53ca\u6bcf\u5929\u6709\u591a\u5c11\u4eba\u8fdb\u5e97\u3002\u8fd9\u4e9b\u4fe1\u606f\u5c06\u4e3a\u60a8\u63d0\u4f9b\u524d\u6240\u672a\u6709\u7684\u4e1a\u52a1\u89c6\u89d2\u3002\u4f8b\u5982\uff0c\u6a71\u7a97\u7684\u5438\u5f15\u529b\u6709\u591a\u5927\uff0c\u5c31\u662f\u6211\u4eec\u53ef\u4ee5\u901a\u8fc7\u4f20\u611f\u5668\u91c7\u96c6\u7684\u4e00\u7c7b\u6570\u636e\u3002<\/p>\n

\u70ed\u6210\u50cf\u6444\u50cf\u5934<\/h3>\n

\u914d\u5907\u70ed\u611f\u5e94\u5668\u7684\u6444\u50cf\u5934\u662f\u53e6\u4e00\u79cd\u9ad8\u6548\u7684\u76d1\u6d4b\u624b\u6bb5\uff0c\u53ef\u7528\u4e8e\u7ed8\u5236 POS \u7684\u5e03\u5c40\u56fe\u3002\u5b83\u4eec\u80fd\u591f\u663e\u793a\u987e\u5ba2\u7684\u79fb\u52a8\u6a21\u5f0f\u3001\u6700\u5e38\u89e6\u78b0\u7684\u5546\u54c1\uff0c\u5e76\u6307\u51fa\u6709\u591a\u5c11\u4eba\u8d70\u5230\u4e86\u6536\u94f6\u53f0\u3001\u6709\u591a\u5c11\u4eba\u672a\u8d2d\u4e70\u5c31\u79bb\u5f00\u4e86\u95e8\u5e97\u3002<\/p>\n

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