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Big data can build brand loyalty, say the scholars

出自香港新聞網 - 樹仁新傳系學生實習習作

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By Hung Yuen Shan, 22 January 2019

Big data could give uses in many aspects, it could help customers to increase brand loyalty and the brand could know more of their customers in advertising, the companies needed to know their own objectives to make use of the data, say the scholars.

“Big data can help to increase the brand loyalty of the customers in advertising, ” said Cheyenne Law, a Project Director of Ogilvy Shanghai. Data could match with the creative and provided new user experience to the consumers, the companies could collect new data through the new users, she said.

After getting the data, the company could use to support and analyse the data of how the consumers consume, such as their shopping habit, and gave some information that they were interested to them, she said. “Content is the king, consumers would increase the bonding with the brand,” she said, who was speaking at Big Data-Driven Communication Conference 2019 at Hong Kong Shue Yan University today.

In order to get used to the appropriate data, the companies needed to know the business objective and the company nature, said Arthur Chan, a Chief Operating Officer of Vpon Big Data Group. The companies needed to classify where to collect the data, such as social platform or transaction company, and the old style data collection method did not use because of low accuracy, he said. “If the data do not use correctly, this will be a burden to the company,” he said. The real data, such as the customers fill in the forms, it had high credibility, the companies might also check the active rate of the account to prevent fake accounts, said Law.

This conference gathered a group of experts to present and discuss the ideas on how big data is impacting communication education. Cheyenne Law has over 12 years of experience in brand and marketing communications, and she has managed digital and CRM campaigns for international brands like VISA. Arthur Chan has committed himself to maintain the sustainable development of the industry and he has dedicated to drive a transparent and healthy digital advertising environment.--165031 2019年1月22日 (二) 21:24 (CST)

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