{"id":3472,"date":"2013-08-02T11:07:30","date_gmt":"2013-08-02T04:07:30","guid":{"rendered":"http:\/\/science-technology.vn\/?p=3472"},"modified":"2013-10-31T10:20:54","modified_gmt":"2013-10-31T03:20:54","slug":"big-data-trong-tiep-thi","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=3472","title":{"rendered":"Big Data trong ti\u1ebfp th\u1ecb"},"content":{"rendered":"

Sau khi \u0111\u1ecdc b\u00e0i blog \u201cXu h\u01b0\u1edbng c\u00f4ng ngh\u1ec7 di \u0111\u1ed9ng\u201d, m\u1ed9t sinh vi\u00ean vi\u1ebft cho t\u00f4i: \u201cTh\u1ea7y c\u00f3 th\u1ec3 gi\u1ea3i th\u00edch l\u00e0m sao m\u00e1y t\u00ednh c\u1ee7a c\u1eeda h\u00e0ng bi\u1ebft th\u1ea7y v\u00e0 g\u1eedi tin nh\u1eafn cho \u0111i\u1ec7n tho\u1ea1i c\u1ee7a th\u1ea7y? Em r\u1ea5t quan t\u00e2m t\u1edbi c\u00f4ng ngh\u1ec7 n\u00e0y v\u00e0 mu\u1ed1n bi\u1ebft c\u00e1ch n\u00f3 l\u00e0m vi\u1ec7c.\u201d<\/span><\/p>\n

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\u0110\u00e1p: C\u00f4ng ngh\u1ec7 n\u00e0y d\u00f9ng t\u00edn hi\u1ec7u t\u1eeb \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 cung c\u1ea5p th\u01b0\u01a1ng v\u1ee5 \u0111\u1eb7c bi\u1ec7t ng\u00e0y nay \u0111\u01b0\u1ee3c d\u00f9ng r\u1ed9ng r\u00e3i \u1edf nhi\u1ec1u c\u1eeda h\u00e0ng b\u00e1n l\u1ebb v\u00e0 t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u01a1n gi\u1ea3n. H\u1ec7 th\u00f4ng tin c\u1ee7a c\u1eeda h\u00e0ng theo d\u00f5i t\u00edn hi\u1ec7u c\u1ee7a \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh trong c\u1eeda h\u00e0ng cho n\u00ean n\u00f3 bi\u1ebft kh\u00e1ch h\u00e0ng \u0111ang \u1edf \u0111\u00e2u. B\u1eb1ng vi\u1ec7c t\u1ed5 h\u1ee3p \u0111i\u1ec1u \u0111\u00f3 v\u1edbi m\u00e1y quay video c\u1ee7a c\u1eeda h\u00e0ng, n\u00f3 c\u00f3 th\u1ec3 \u0111\u1ecbnh v\u1ecb \u0111\u01b0\u1ee3c ch\u00ednh x\u00e1c v\u1ecb tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng. V\u1edbi ph\u1ea7n m\u1ec1m ph\u00e2n t\u00edch \u0111\u1eb7c bi\u1ec7t, n\u00f3 c\u00f3 th\u1ec3 ph\u00e2n t\u00edch h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eb1ng vi\u1ec7c \u0111o kh\u00e1ch h\u00e0ng \u0111\u1ee9ng bao l\u00e2u tr\u01b0\u1edbc l\u1ed1i \u0111i c\u00f3 tr\u01b0ng b\u00e0y h\u00e0ng ho\u00e1 cho n\u00ean n\u00f3 bi\u1ebft kh\u00e1ch h\u00e0ng \u0111ang quan t\u00e2m t\u1edbi c\u00e1i g\u00ec. B\u1eb1ng vi\u1ec7c c\u00f3 s\u1ed1 \u0111i\u1ec7n tho\u1ea1i \u0111\u01b0\u1ee3c l\u01b0u trong c\u01a1 s\u1edf d\u1eef li\u1ec7u, h\u1ec7 th\u1ed1ng c\u0169ng bi\u1ebft kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean t\u1edbi th\u0103m c\u1eeda h\u00e0n c\u1ee7a h\u1ecd th\u1ebf n\u00e0o. N\u1ebfu kh\u00e1ch h\u00e0ng \u0111\u00e3 mua nhi\u1ec1u th\u1ee9 tr\u01b0\u1edbc \u0111\u00e2y, n\u00f3 t\u1ef1 \u0111\u1ed9ng x\u1ebfp h\u1ea1ng kh\u00e1ch h\u00e0ng l\u00e0 “ng\u01b0\u1eddi mua ti\u1ec1m n\u0103ng”, ng\u01b0\u1eddi c\u00f3 th\u1ec3 mua nhi\u1ec1u cho n\u00ean n\u00f3 t\u1ef1 \u0111\u1ed9ng g\u1eedi m\u1ed9t tin nh\u1eafn \u0111\u1ec3 khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng mua. Khi b\u1ea1n mang \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng hay m\u00e1y t\u00ednh b\u1ea3ng v\u00e0o m\u1ed9t c\u1eeda h\u00e0ng, v\u00e0 khi b\u1ea1n mua c\u00e1c th\u1ee9 t\u1eeb c\u1eeda h\u00e0ng, m\u1ecdi d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp l\u1ea1i \u0111\u1ec3 ph\u00e2n t\u00edch th\u00eam.<\/p>\n

Thu th\u1eadp m\u1ecdi th\u1ee9 v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 t\u1ed5 h\u1ee3p \u0111i\u1ec1u \u0111\u00f3 v\u1edbi d\u1eef li\u1ec7u t\u1eeb internet nh\u01b0 ph\u01b0\u01a1ng ti\u1ec7n x\u00e3 h\u1ed9i, c\u00e1c m\u1ee5c t\u00ecm, d\u1eef li\u1ec7u v\u1ecb tr\u00ed v\u00e0 t\u00e0i ch\u00ednh v.v. v\u00e0 d\u00f9ng n\u00f3 cho m\u1ee5c \u0111\u00edch \u0111\u1eb7c bi\u1ec7t th\u00ec b\u1ea1n \u0111ang trong mi\u1ec1n c\u1ee7a Big Data r\u1ed3i. Ch\u00ednh vi\u1ec7c ph\u00e2n t\u00edch t\u1ea5t c\u1ea3 c\u00e1c d\u1eef li\u1ec7u cho c\u00f4ng ti “c\u00e1i nh\u00ecn s\u00e2u” h\u1ecd c\u1ea7n v\u00e0o th\u1ecb tr\u01b0\u1eddng c\u00e1c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 c\u1ea3i ti\u1ebfn kinh doanh c\u1ee7a h\u1ecd. Kh\u1ea3 n\u0103ng thu th\u1eadp kh\u1ed1i l\u01b0\u1ee3ng bao la d\u1eef li\u1ec7u v\u1ec1 kh\u00e1ch h\u00e0ng nh\u01b0 th\u00f3i quen mua h\u00e0ng c\u1ee7a h\u1ecd, \u01b0a th\u00edch c\u1ee7a h\u1ecd, v\u00e0 t\u01b0\u01a1ng t\u00e1c c\u1ee7a h\u1ecd v\u1edbi c\u00f4ng ti v\u00e0 ph\u00e2n t\u00edch nh\u1eefng d\u1eef li\u1ec7u \u0111\u00f3 v\u1ec1 h\u00e0nh vi d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c l\u00e0 \u00edch l\u1ee3i c\u1ee7a Big Data. Vi\u1ec7c d\u00f9ng t\u00edch c\u1ef1c th\u00f4ng tin \u0111\u00f3 \u0111\u1ec3 th\u00fac \u0111\u1ea9y b\u00e1n h\u00e0ng cho kh\u00e1ch h\u00e0ng \u1edf trong c\u1eeda h\u00e0ng l\u00e0 c\u01a1 s\u1edf c\u1ee7a \u01b0u th\u1ebf c\u1ea1nh tranh m\u1edbi m\u00e0 c\u00f4ng ti c\u00f3 tr\u00ean c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

M\u1ee5c \u0111\u00edch ti\u1ebfp th\u1ecb l\u00e0 th\u00fac \u0111\u1ea9y b\u00e1n h\u00e0ng cho kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. Trong qu\u00e1 kh\u1ee9 c\u00e1c c\u00f4ng ti qu\u1ea3ng c\u00e1o b\u1eb1ng vi\u1ec7c \u0111\u01b0a ra gi\u1ea3m gi\u00e1 \u0111\u1eb7c bi\u1ec7t m\u1ed9t c\u00e1ch ng\u1eabu nhi\u00ean cho b\u1ea5t k\u00ec ai tr\u00ean b\u00e1o v\u00e0 t\u1ea1p ch\u00ed nh\u01b0ng kh\u00f4ng hi\u1ec7u qu\u1ea3 b\u1eb1ng vi\u1ec7c bi\u1ebft \u0111\u00edch x\u00e1c ai \u0111ang quan t\u00e2m t\u1edbi th\u1ee9 n\u00e0o \u0111\u00f3 v\u00e0 cung c\u1ea5p th\u01b0\u01a1ng v\u1ee5 \u0111\u1eb7c bi\u1ec7t cho h\u1ecd. B\u1eb1ng c\u00e1ch ti\u1ebfp c\u1eadn t\u1edbi kh\u00e1ch h\u00e0ng \u1edf m\u1ee9c c\u00e1 nh\u00e2n, bi\u1ebft \u0111i\u1ec1u h\u1ecd mu\u1ed1n mua v\u00e0 cung c\u1ea5p \u0111\u00edch x\u00e1c c\u00e1i \u0111\u00f3, b\u1ea1n v\u01b0\u01a1n t\u1edbi m\u1ee9c ti\u1ebfp c\u1ee7a \u201cti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3\u201d. D\u1eef li\u1ec7u t\u1eeb c\u00f4ng nghi\u1ec7p ch\u1ec9 ra r\u1eb1ng 85% kh\u00e1ch h\u00e0ng s\u1ebd nh\u1eadn \u0111\u1ec1 ngh\u1ecb v\u00ec h\u1ecd ngh\u0129 r\u1eb1ng h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t th\u01b0\u01a1ng v\u1ee5 \u0111\u1eb7c bi\u1ec7t kh\u00f4ng ai c\u00f3. Vi\u1ec7c d\u00f9ng Big Data trong ti\u1ebfp th\u1ecb \u0111\u00e3 l\u00e0m t\u0103ng s\u1ed1 b\u00e1n l\u00ean 67% khi so v\u1edbi n\u0103m tr\u01b0\u1edbc, tr\u01b0\u1edbc khi h\u1ecd d\u00f9ng Big Data. T\u1ea5t nhi\u00ean v\u1edbi nh\u1eefng lo\u1ea1i t\u0103ng l\u1ee3i nhu\u1eadn n\u00e0y, m\u1ecdi c\u1eeda h\u00e0ng \u0111\u1ec1u mu\u1ed1n c\u00f3 h\u1ec7 th\u1ed1ng Big Data \u0111\u1ec3 ti\u1ebfp th\u1ecb nh\u01b0 vi\u1ec7c \u0111\u00f3 v\u00e0 nhu c\u1ea7u v\u1ec1 nhi\u1ec1u c\u00f4ng nh\u00e2n c\u00f3 k\u0129 n\u0103ng trong Big Data l\u00e0 \u201cn\u00f3ng\u201d.<\/p>\n

 <\/p>\n

—English version—<\/p>\n

 <\/p>\n

Big Data in Marketing<\/p>\n

After reading \u201cMobile technology trend\u201d blog, a student wrote to me: \u201cCan you explain how the computer store knows you and sends text message to your phone? I am very interested in this technology and want to know how it works.\u201d<\/p>\n

 <\/p>\n

Answer: The technology uses signal from customer\u2019s mobile phone to offer special deals is widely used today in many retail stores and it is relatively simple. The store\u2019s information system tracks the signal of a smartphone in the store so it knows where the customers are. By combining that with the store\u2019s video camera, it can located customer position accurately. With special analytic software, it can analyze customer\u2019s behavior by measure how long a customer spends in front of an aisle that displays merchandises so it knows what the customer is interested in. By having the phone number stored in a database, the system also knows how often a customer visits their store. If the customer has brought many things before, it automatically ranks the customer as a \u201cpotential buyer\u201d who may buy more so it automatically sends a text message to offer \u201cspecial discount\u201d to encourage customer to buy. When you carry a mobile phone or tablet into a store, and when you buy thing from a store, all data is collected for further analysis.<\/p>\n

Collect everything about customers and combines that with data from the internet such as social media, search items, location and financial data etc. and use it for specific purpose then you are in the domain of Big Data. It is the analysis of all data that gives companies the \u201cinsights\u201d they need to market to potential customers and improve their business. The ability to collect vast amounts of data on customer such as their buying habits, their preferences, and their interactions with the company and analyze those data for predictive behavior is the benefit of Big Data. The actively use those information to promote sales to customers in the store is the basis of new competitive advantage that companies have over competitors.<\/p>\n

The marketing goal is to promote sales to potential customers. In the past companies advertised by offering special discount randomly to anybody on newspapers and magazine but it is not as effective as knowing exactly who are interested in certain thing and offer special deal to them. By approach customers at the individual level, knowing what they want to buy and offer exactly that, you reach the next level of \u201ceffective marketing\u201d. Data from industry already shows that 85% of customer would take the offer since they think that they receive a special deal that no one have. The use of Big Data in marketing had increased sales 67% as compare with previous year, before they use Big Data. Of course with those kind of increasing profits, every store wants to have a Big Data system to market like that and the need for more IT skilled workers in Big Data is \u201cHot\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sau khi \u0111\u1ecdc b\u00e0i blog \u201cXu h\u01b0\u1edbng c\u00f4ng ngh\u1ec7 di \u0111\u1ed9ng\u201d, m\u1ed9t sinh vi\u00ean vi\u1ebft cho t\u00f4i: \u201cTh\u1ea7y c\u00f3 th\u1ec3 gi\u1ea3i th\u00edch l\u00e0m sao m\u00e1y … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30,36,26],"tags":[],"class_list":["post-3472","post","type-post","status-publish","format-standard","hentry","category-hoi-va-dap","category-social-media-mobility-big-data-analytics-and-cloud-computing","category-xu-huong-cong-nghe"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3472","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3472"}],"version-history":[{"count":3,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3472\/revisions"}],"predecessor-version":[{"id":3474,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3472\/revisions\/3474"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}