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What is the real value of Marathon big data marketing?
(original title: what is the real value of Marathon big data marketing?)
The value of
big data is more and more strengthened. O2O has become the most fashionable and popular business mode. It is generally believed that the core value of an Internet company is its traffic and users, but is this the right business logic? Not exactly! A real business model to have the core competitiveness, to expand demand, create value, can provide the necessary products and services, to gain profits for the company and the shareholders, so that enterprises through continuous operation develop long, simply use data flow and capital market valuation of cash is not sustainable. Data itself can't generate value. The common demand and continuous consumption ability of people behind data can produce value, and valuable data can give birth to business mode. Marathon's big data marketing is the best interpretation of this business logic.
called big data, is the core of all kinds of attribute data of the previous sports enthusiasts are mainly concerned with competitive sports, the vast majority of the screen in front of the crowd, 46 after the marathon in China rise, let more spectators to become outdoor sports participants, and participate in during the long process of evolution into the sports consumer. A marathon is not just a game, it is a large consumer scene, marathon began the purification of the sports group, formed a young, middle-class high-end consumer groups, they have certain consumption ability and willingness to pay for their own interests and needs. Therefore, the marathon itself is a huge consumption scenario that satisfies the general needs of the sports population. It realizes the role transformation and demand upgrading of the sports crowd.
, an article in the US online magazine, said that for technology companies, the smartest thing is not to build cell phones, but to enter every user's cell phone. Because the mobile phone is only a tool, not a business model, the function of social and payment on the mobile phone is a valuable thing to meet the common needs. The real business model is driven by common demand, producing dynamic consumption trajectory, condensing large data and generating consumer demand. Just as the marathon, marathon is an entrance, from the pre registration to the race day, the polymerization of those have common needs of people together, with condensed body temperature data, and generate dynamic consumption path, any node in the path can develop and extend business model. The marathon is through the data, on the common needs of people for purification, to evaluate people's ability to pay, tap the consumption of each node in the path of consumption demand and willingness to pay, which has developed a valuable business model, but these models are not consumer rejection, and can be upgraded through innovation. To meet the needs of people from Marathon to continue to stimulate new demand, the formation of new growth points of consumption, this is a marathon big data marketing business model and value.
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