If one day WeChat goes down, we will always feel something is missing. What if BlueView suddenly goes down?
"Then the whole blue label was screaming. What happened to this big data department? I can't work today. I said, this is our success. " Wang Lian, senior vice president of Blue Cursor and head of big data department, said half jokingly. BlueView intelligent marketing system is the main product of BlueLabel intelligent marketing platform based on big data. At present, it mainly serves the business system of Lanbiao Group and its customers.
Development touches the ceiling and has always been the sword of Damocles hanging over the public relations and marketing industries. When the traditional integrated marketing spreads to the fork in the road of mobile Internet, transformation is inevitable, and Blue Label is no exception.
After the completion of listing financing, Blue Label has been expanding through mergers and acquisitions: mergers and acquisitions of peers with market scale and mergers and acquisitions of peers with customer resources. At present, the key words of M&A are "data" and "technology". In 20 14, Blue Label acquired 30 companies, including 8 in the field of big data broadcasting technology. In the first half of this year, Blue Label acquired two mobile advertising companies, Meng Duo and Yidong, and there were even comments in the industry that "the entry of Blue Label may rewrite the market structure of mobile advertising".
Blue Label was a standard public relations company when it was listed on 20 10. With the occurrence of M&A business, in recent years, in addition to public relations business, it has also developed and expanded services such as advertising, marketing and e-commerce. In fact, the big data department is one of the branches of the "emerging business group" of Lanbiao Group. With the mobile Internet and e-commerce, big data is the "behind-the-scenes support" of these.
As Zhao Wenquan, Chairman and CEO of Blue Cursor Group, said, in the era of intelligent marketing, the genes of blue mark have changed imperceptibly. In addition to providing traditional integrated marketing communication services, Blue Label has been striving to increase its own data genes and technology genes. To some extent, Blue Label Big Data Department is the epitome of the transformation of this traditional marketing communication company in the era of wisdom.
There is no doubt in the outside world. Whether it is a public relations company before or a marketing communication company now, Blue Label has not mastered a large number of users and then mastered massive data like Internet giants, operators or industrial enterprises. Why does it take big data as a strategy? In the process of incubation, brewing and infiltration of "data" and "technology" different from the previous blue-label thinking system, can new and old genes be born harmoniously and become the driving force of the new blue-label in the future?
Prequel and true story of Blue Scene
Wang joined Blue Label in 2009. At that time, Blue Label wanted to make a system similar to public opinion detection, which was the predecessor of Blu View. After Blue Label went public, "buy buy Buy" bought many companies, and Wang turned to be responsible for developing the financial system and OA system of Blue Label. When he came back to do the Blue View project, it had been two years.
In the past two years, the positioning of BlueView in the blue label system has directly jumped from a system similar to public opinion detection to the level of big data. Wang is now the system architect of Blue Label Big Data Department. "It turned out that we were just an internal attempt. Now the company wants to develop into big data and has determined this general direction. "
To put it simply, the predecessor of BlueView is to use mathematical models for analysis, just as market research companies usually establish an analysis model and then report it regularly to provide tool support for Blue Label public relations services; Now the intelligent marketing system BlueView based on big data is much more complicated, and its positioning in the blue label system has also changed. In the future, I hope to become a platform product to support the development of various business lines of "Technology Company" Blue Label.
Wang Huaxuan introduced that BlueView now mainly serves the blue standard business system, such as supporting surrender. In the past, it was a data analysis or market research report needed by external procurement, but now it can automatically generate corresponding data charts through BlueView; Next, the system will expand all kinds of data sources, including advertisements, advertising effect monitoring and other data, and provide deeper analysis, such as user type analysis and advertising effect analysis.
In this way, where does the data resource of the intelligent marketing system BlueView based on big data come from? Where do big data talents who focus on data analysis and data mining come from? In other words, in the field of intelligent marketing based on big data, Blue Label is still a "new recruit". Why do latecomers come to the top?
Wang introduced that on the one hand, "professional people do professional things", and the company supplemented professionals in data analysis and data mining to complete data modeling and algorithms; In terms of product competitiveness, learn and use some open source products with artificial intelligence analysis to improve the artificial intelligence performance of the intelligent marketing system BlueView; Complement the technical strength and resource reserve of big data through acquisition.
Li Panpan is 20 15 fresh blood with blue label. I used to work in a data company, and now I am a senior consultant of Blue Label Big Data Department, and I am also the main person in charge of the first technical patent that Blue Label Big Data Department applied to the country-distributed system and method based on nonparametric topic automatic labeling. This patent has been applied in the user label automation practice of BlueView.
Li Pampa introduced that in the past, labels and user portraits in the industry were basically made manually, and the efficiency was relatively low. "Semantic analysis, in particular, is too much work to do by hand." Now, combined with the existing tag knowledge base, the system will automatically generate the corresponding relationship between users and tags, the degree of preference and the mapping relationship between tag words and tags according to the specified data source input, which is more than 10 times more efficient than the previous method, and effectively improves the efficiency and accuracy of user portrait.
Wang, who has worked in Blue Label for five or six years, no longer feels so lonely, and there are more and more IT "heterogeneous" like himself. "Our company is looking for people in computers and software, and it is hard to find them. Generally, people don't want to come to this non-internet company. First, there is no such atmosphere, and second, it is not its most important business. " However, this situation is changing.
As Xiong Jian, chief digital officer of Blue Label, said, "Blue Label will become a technology company in the future", then having its own independent technical capability is only the beginning of the transformation of Blue Label technology. Wang Lian introduced that not only patents, but also blue labels will do more and more in terms of intellectual property rights in the future.
Big data of "grounding gas"
Blue Label Big Data Department was established at the end of 20 13. Prior to this, there were still some functional sections scattered in the Blue Label business system, such as data analysis for fan clubs and public opinion monitoring. Wang Lian used to be a client of Blue Label. After studying in the United States, he joined the Bank of America to engage in data mining. /kloc-returned to China after 0/0 years and became the head of Big Data Department of Blue Label.
"What is the task of big data? There is a saying in Zhao Zong (Zhao Wenquan) that Blue Label is now changing its engine during high-speed flight. Big data is one of the future engines of Blue Label. " Wang Lian said. In other words, the previous blue label can achieve good growth through large-scale expansion; When marketing communication has entered the era of mobile Internet, with the explosive growth of mobile terminals, the content of communication, the way of reaching users and the demand of customers for marketing communication are developing and changing, and there are more and more customer data applications, such as CRM, programmatic buying and e-commerce. These need to be analyzed. "How to make data become the driving force for the growth of blue label business" is a problem that Wang Lian and others have to think about and solve.
Wang Lian introduced that in the medium term, they will build a data platform for Blue Label, provide timely and effective data support for Blue Label business system and its customers, and forge some solutions with unique user value, including industry solutions and customized solutions; The long-term goal is to make big data a real business-driven engine of Blue Label and one of the genes of Blue Label.
In his view, to make big data products and solutions, including BlueView, a platform-based product that supports the development of various business lines of "technology companies", we should not rely on administrative orders within the company, but speak with products and values. Jiang Jun introduced the KPI assessment of their data analysis and data mining teams, including how many projects are supported by the business groups within the service blue-label system and how much income the business groups can increase.
Why can Blue Label do big data? In Wang Lian's view, although Blue Label does not directly have massive users and massive data, it serves enterprises with big data. "There are many customer groups that can collect data, cooperate and experiment." From public relations to marketing communication, Blue Label has served more than 1000 top domestic and foreign enterprises during the period of 18, and has been involved in high-tech (including Internet and 3C), fast-moving consumer goods, automobiles, real estate, games and other industries. "Having a good cooperative relationship with industry customers and understanding the industry" is undoubtedly the existing advantage of Blue Label Big Data.
"We have access to many first-party data of customers, including customer's CRM data, e-commerce data, and customer's first-party data on the Internet, including the official Weibo official WeChat." How to use data legally and in compliance with the premise of ensuring users' privacy and protecting customers' data interests is a problem that Wang Lian and their big data have to solve.
Data comes from the application and flows to the application, which is another difference of Blue Label Big Data. "Is there any practical application to test your data model? Is it operable? Is it working well? If there is no application-side inspection, it is an armchair strategist. " Wang Lian believes that Blue Label Big Data has the opportunity to continuously feedback and communicate with their customers, which is different from others.
Hua Sushan used to be an executive of a social media marketing insight company. Now she is the consulting director of Blue Label Big Data Department, and her current job makes her feel "more grounded".
"Before, I always felt that your advice or suggestions were foggy. Now you do this in the blue label system. You have ample opportunities to get in touch with colleagues at the front end of the business and learn how they do it. What are their marketing problems? What kind of support or advice do you need from the perspective of data or analytical research? " Last year, Hua Sushan, a colleague of their Big Data Consulting Group and Blue Label Business Line, cooperated with a certain brand of mobile phone and made an appointment on JD.COM. The big data terminal conducts user analysis and portrait through the detection of the crowd on the reservation page, and then finds a larger similar crowd group through the portrait for accurate delivery. A similar case made Hua Sushan feel that big data "this thing is meaningful." "We will release the PeopleView Insight solution to the outside world at the end of June 5438+10. It is a solution that takes human nature research as the core, integrates 12 marketing application scenarios and all multi-source data. All this will make insight consulting not only stay in the cloud, but also become more mobile. "
As seen by the outside world, since 20 14, Blue Label has accelerated the acquisition layout in terms of big data, mobile portals and technology platforms. Wang Lian introduced that the cooperation between this external force and the existing internal force of Blue Label has just begun, and it is "data first". In the future, we will explore the possibility of getting through on the product side or even the system side.
Whether investing in a very forward-looking technology or investing in a technology that is only half a step faster than others, the blue label style is to choose the latter. In Wang Lian's view, this is also the style of Blue Label as an emerging business including big data. As Xiong Jian once said, if it is different from other companies' big data strategies, it is that Blue Label is more committed to turning big data into product-level services for enterprises to provide business intelligence marketing management, so as to realize the realization of assets, so that big data applications can break the barriers of public relations, advertising, e-commerce and other industries and enter the trillions of commercial markets.
The above is what Bian Xiao shared about marketing communication when it encounters big data. For more information, you can pay attention to Global Ivy and share more dry goods.