{"id":3830,"date":"2013-12-06T15:52:06","date_gmt":"2013-12-06T08:52:06","guid":{"rendered":"http:\/\/science-technology.vn\/?p=3830"},"modified":"2013-12-06T15:52:06","modified_gmt":"2013-12-06T08:52:06","slug":"big-data-trong-doanh-nghiep-ban-le","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=3830","title":{"rendered":"Big Data trong doanh nghi\u1ec7p b\u00e1n l\u1ebb"},"content":{"rendered":"

Trong nhi\u1ec1u n\u0103m, nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng bao gi\u1edd c\u0169ng h\u1ecfi: \u201cTrong s\u1ed1 h\u00e0ng ngh\u00ecn ng\u01b0\u1eddi v\u00e0o c\u1eeda h\u00e0ng c\u1ee7a t\u00f4i, ai l\u00e0 kh\u00e1ch h\u00e0ng t\u1ed1t. V\u00e0 h\u1ecd s\u1eb5n l\u00f2ng tr\u1ea3 bao nhi\u00eau ti\u1ec1n?\u201d Ng\u00e0y nay \u0111\u1eb7c bi\u1ec7t trong k\u00ec ngh\u1ec9 l\u1ec5 Christmas n\u00e0y, h\u1ecd c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi b\u1eb1ng vi\u1ec7c d\u00f9ng c\u00f4ng ngh\u1ec7 khi ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 tr\u1ef1c tuy\u1ebfn hay trong c\u1eeda h\u00e0ng \u0111\u01b0\u1ee3c theo d\u00f5i v\u00e0 ph\u00e2n t\u00edch b\u1edfi c\u00f4ng ngh\u1ec7 Big Data.<\/span><\/p>\n

\u0110i\u1ec1u \u0111\u00f3 x\u1ea3y ra khi kh\u00e1ch h\u00e0ng \u1edf tr\u00ean m\u00e1y t\u00ednh c\u1ee7a h\u1ecd, c\u00e1c thi\u1ebft b\u1ecb di \u0111\u1ed9ng, hay \u0111ang \u0111\u1ee9ng tr\u01b0\u1edbc t\u1ee7 tr\u01b0ng b\u00e0y c\u1ee7a c\u1eeda h\u00e0ng. M\u1ecdi c\u00fa b\u1ea5m tr\u00ean m\u00e1y t\u00ednh \u0111\u1ec1u \u0111\u01b0\u1ee3c thu th\u1eadp, m\u1ecdi chuy\u1ec3n \u0111\u1ed9ng trong c\u1eeda h\u00e0ng \u0111\u1ec1u \u0111\u01b0\u1ee3c m\u00e1y quay video b\u1eaft l\u1ea5y r\u1ed3i \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p v\u1edbi t\u00edn hi\u1ec7u ph\u00e1t \u0111i t\u1eeb \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng v\u00e0 h\u1ec7 th\u1ed1ng theo d\u00f5i GPS \u0111\u1ec3 bi\u1ebft h\u1ecd \u0111ang \u1edf \u0111\u00e2u trong c\u1eeda h\u00e0ng. Th\u00f4ng tin n\u00e0y \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch v\u1edbi th\u00f4ng tin c\u00e1 nh\u00e2n nh\u01b0 thu nh\u1eadp, \u0111\u1ecba ch\u1ec9, t\u00e0i kho\u1ea3n ng\u00e2n h\u00e0ng, v\u00e0 c\u00e1c th\u00f4ng tin kh\u00e1c \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u nh\u1eefng ng\u01b0\u1eddi n\u00e0y c\u00f3 l\u00e0 kh\u00e1ch h\u00e0ng t\u1ed1t hay kh\u00f4ng (nh\u01b0, h\u1ecd c\u00f3 th\u1ec3 tr\u1ea3 ti\u1ec1n d\u01b0\u1ee3c cho \u0111i\u1ec1u h\u1ecd th\u00edch mua kh\u00f4ng.)<\/p>\n

Sau nhi\u1ec1u th\u00e1ng \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 n\u00e0y, ph\u1ea7n l\u1edbn nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng \u0111\u1ec1u tin r\u1eb1ng c\u00f4ng ngh\u1ec7 Big data gi\u00fap cho h\u1ecd ph\u00e1t tri\u1ec3n kinh nghi\u1ec7m mua s\u1eafm chuy\u00ean bi\u1ec7t \u0111i\u1ec1u d\u1eabn t\u1edbi c\u00e1c th\u01b0\u01a1ng v\u1ee5 \u0111\u1eb7c bi\u1ec7t cho kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd v\u00e0 l\u00e0m t\u0103ng nhi\u1ec1u s\u1ed1 b\u00e1n. Tuy nhi\u00ean m\u1ed9t s\u1ed1 kh\u00e1ch h\u00e0ng ngh\u0129 vi\u1ec7c theo d\u00f5i v\u00e0 qu\u1ea3ng c\u00e1o n\u0103ng n\u1ed5 n\u00e0y th\u01b0\u1eddng g\u00e2y phi\u1ec1n ph\u1ee9c.<\/p>\n

M\u1ed9t ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng b\u00e1n l\u1ebb l\u1edbn \u1edf New York n\u00f3i v\u1edbi b\u00e1o ch\u00ed: “\u00d4ng kh\u00f4ng th\u1ec3 c\u00f3 bi\u1ebfn c\u1ed1 s\u1ed1 b\u00e1n l\u1edbn \u0111\u01b0\u1ee3c n\u1eefa n\u1ebfu kh\u00f4ng c\u00f3 big data. Tin t\u00f4i \u0111i, ch\u00fang t\u00f4i bi\u1ebft \u0111i\u1ec1u kh\u00e1ch h\u00e0ng mu\u1ed1n v\u00e0 \u0111i\u1ec1u h\u1ecd c\u00f3 th\u1ec3 \u0111\u1ea3m \u0111\u01b0\u01a1ng \u0111\u01b0\u1ee3c \u0111\u1ec3 mua v\u00ec ch\u00fang t\u00f4i c\u00f3 nhi\u1ec1u th\u00f4ng tin v\u1ec1 m\u1ecdi ng\u01b0\u1eddi t\u1edbi th\u0103m c\u1eeda h\u00e0ng ch\u00fang t\u00f4i hay l\u00ean tr\u1ef1c tuy\u1ebfn. Ch\u00fang t\u00f4i kh\u00f4ng c\u1ea7n qu\u1ea3ng c\u00e1o th\u00eam n\u1eefa, \u0111\u00e2y l\u00e0 b\u01b0\u1edbc ti\u1ebfp trong ti\u1ebfp th\u1ecb v\u00e0 b\u00e1n h\u00e0ng v\u00e0 n\u00f3 r\u1ea5t hi\u1ec7u qu\u1ea3. T\u1eeb khi ch\u00fang t\u00f4i d\u00f9ng Big data, s\u1ed1 b\u00e1n c\u1ee7a ch\u00fang t\u00f4i \u0111\u00e3 t\u0103ng l\u00ean 35% v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a ch\u00fang t\u00f4i \u0111\u1ea1t t\u1edbi \u0111i\u1ec3m cao nh\u1ea5t \u0111\u00e3 t\u1eebng c\u00f3.”<\/p>\n

Theo d\u00f5i ng\u01b0\u1eddi ti\u00eau th\u1ee5 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1edbi. Khi c\u1eeda h\u00e0ng \u0111\u1ec1 ngh\u1ecb kh\u00e1ch h\u00e0ng \u0111i\u1ec1n v\u00e0o th\u1ebb b\u1ea3o h\u00e0nh, h\u1ecd \u0111\u00e3 thu th\u1eadp \u0111\u1ecba ch\u1ec9 v\u00e0 g\u1eedi danh s\u00e1ch qu\u1ea3ng c\u00e1o. C\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn d\u00f9ng “cookie” tr\u00ecnh duy\u1ec7t, \u0111\u1ec3 theo d\u00f5i chuy\u1ec3n \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng qua to\u00e0n Internet, \u0111\u1ec3 ph\u00e2n t\u00edch \u0111i\u1ec1u h\u1ecd mu\u1ed1n v\u00e0 gi\u1edbi thi\u1ec7u cho h\u1ecd b\u1eb1ng nh\u1eefng qu\u1ea3ng c\u00e1o b\u1eadt l\u00ean. Tuy nhi\u00ean t\u1eeb n\u0103m ngo\u00e1i, nh\u1eefng ng\u01b0\u1eddi b\u00e1n l\u1ebb b\u1eaft \u0111\u1ea7u d\u00f9ng c\u00f4ng ngh\u1ec7 Big data \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c c\u00e1ch th\u1ee9c ph\u1ee9c t\u1ea1p \u0111\u1ec3 t\u1ed5 h\u1ee3p c\u00e1c d\u1eef li\u1ec7u li\u00ean quan t\u1edbi \u0111i\u1ec1u kh\u00e1ch h\u00e0ng mu\u1ed1n v\u00e0 thu nh\u1eadp c\u1ee7a h\u1ecd \u0111\u1ec3 ti\u1ebfp c\u1eadn t\u1ed1t h\u01a1n t\u1edbi b\u00e1n h\u00e0ng. H\u1ecd c\u0169ng d\u00f9ng c\u00f4ng ngh\u1ec7 theo d\u00f5i v\u1ecb tr\u00ed nh\u01b0 ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3 h\u1ea5p d\u1eabn kh\u00e1ch h\u00e0ng v\u00e0 \u1ea3nh h\u01b0\u1edfng t\u1edbi kh\u00e1ch h\u00e0ng khi kh\u00e1ch h\u00e0ng b\u01b0\u1edbc v\u00e0o c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd. B\u1eb1ng vi\u1ec7c bi\u1ebft \u0111i\u1ec1u kh\u00e1ch h\u00e0ng mu\u1ed1n v\u00e0 cung c\u1ea5p cho kh\u00e1ch h\u00e0ng gi\u00e1 \u0111\u1eb7c bi\u1ec7t, ph\u1ea7n l\u1edbn c\u00e1c c\u1eeda h\u00e0ng k\u1ebft l\u1ea1i s\u1ed1 b\u00e1n nhanh ch\u00f3ng. M\u1ed9t ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng gi\u1ea3i th\u00edch: \u201cCh\u00fang t\u00f4i kh\u00f4ng mu\u1ed1n b\u1ea5t k\u00ec kh\u00e1ch h\u00e0ng t\u1ed1t n\u00e0o r\u1eddi kh\u1ecfi c\u1eeda h\u00e0ng c\u1ee7a ch\u00fang t\u00f4i m\u00e0 kh\u00f4ng mua g\u00ec. Ch\u00fang t\u00f4i kh\u00f4ng mu\u1ed1n h\u1ecd b\u01b0\u1edbc t\u1edbi c\u1eeda h\u00e0ng kh\u00e1c v\u00e0 so s\u00e1nh gi\u00e1. B\u1eb1ng vi\u1ec7c g\u1eedi th\u00f4ng \u0111i\u1ec7p cho h\u1ecd qua \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng c\u1ee7a h\u1ecd, ch\u00fang t\u00f4i l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng b\u1eb1ng th\u01b0\u01a1ng v\u1ee5 \u0111\u1eb7c bi\u1ec7t m\u00e0 h\u1ecd kh\u00f4ng th\u1ec3 t\u1eeb ch\u1ed1i.\u201d<\/p>\n

\u0110\u1ec3 nh\u1eed th\u00eam nhi\u1ec1u kh\u00e1ch h\u00e0ng v\u00e0o c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd, ph\u1ea7n l\u1edbn nh\u1eefng ng\u01b0\u1eddi b\u00e1n l\u1ebb \u0111\u1ec1u ph\u00e1t tri\u1ec3n c\u00e1c app di \u0111\u1ed9ng \u0111\u1eb7c bi\u1ec7t cho kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd. N\u1ebfu kh\u00e1ch h\u00e0ng b\u01b0\u1edbc qua c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd trong khi \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh c\u1ee7a h\u1ecd \u0111ang \u0111\u01b0\u1ee3c b\u1eadt, h\u1ecd c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c tin nh\u1eafn \u0111\u1eb7c bi\u1ec7t cho h\u1ecd gi\u1ea3m gi\u00e1 20% t\u1edbi 50% v\u1ec1 nh\u1eefng m\u1eb7t h\u00e0ng n\u00e0o \u0111\u00f3. B\u1eb1ng vi\u1ec7c d\u00f9ng ph\u00e2n t\u00edch Big data, nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng c\u0169ng c\u00f3 th\u1ec3 thu th\u1eadp \u0111\u01b0\u1ee3c d\u1eef li\u1ec7u v\u1ec1 s\u1ea3n ph\u1ea9m n\u00e0o h\u1ea5p d\u1eabn s\u1ef1 ch\u00fa \u00fd nh\u1ea5t. B\u1eb1ng vi\u1ec7c t\u1ed5 h\u1ee3p m\u00e1y quay video v\u00e0 c\u00f4ng ngh\u1ec7 ph\u00e1t hi\u1ec7n chuy\u1ec3n \u0111\u1ed9ng, h\u1ecd c\u00f3 th\u1ec3 theo d\u00f5i chuy\u1ec3n \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng trong l\u1ed1i \u0111i v\u00e0 x\u00e1c \u0111\u1ecbnh li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f3 d\u00e0nh nhi\u1ec1u th\u1eddi gian h\u01a1n \u0111\u1ec3 nh\u00ecn v\u00e0o c\u00e1i g\u00ec \u0111\u00f3 \u0111\u1eb7c bi\u1ec7t kh\u00f4ng, b\u1eb1ng vi\u1ec7c ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng, ph\u1ea7n m\u1ec1m b\u00e1o \u0111\u1ed9ng cho ng\u01b0\u1eddi b\u00e1n h\u00e0ng c\u1ea1nh \u0111\u00f3 hay g\u1eedi m\u1ed9t tin nh\u1eafn \u0111\u1eb7c bi\u1ec7t cung c\u1ea5p gi\u00e1 \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 th\u00fac \u0111\u1ea9y s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3.<\/p>\n

M\u1ed9t nh\u00e0 ph\u00e2n t\u00edch Ph\u1ed1 Wall d\u1ef1 b\u00e1o: “C\u00f3 nhi\u1ec1u vi\u1ec7c d\u00f9ng ti\u1ec1m n\u0103ng c\u1ee7a Big data \u0111\u1ec3 l\u00e0m t\u0103ng s\u1ed1 b\u00e1n trong v\u00e0i n\u0103m t\u1edbi m\u1ecdi c\u1eeda h\u00e0ng s\u1ebd \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 n\u00e0y \u0111\u1ec3 th\u00fac \u0111\u1ea9y b\u00e1n h\u00e0ng. S\u1ebd kh\u00f4ng c\u1ea7n ng\u01b0\u1eddi b\u00e1n h\u00e0ng, s\u1ebd kh\u00f4ng c\u1ea7n ng\u01b0\u1eddi ti\u1ebfp th\u1ecb, s\u1ebd kh\u00f4ng c\u1ea7n ng\u01b0\u1eddi qu\u1ea3ng c\u00e1o nh\u01b0ng s\u1ebd c\u00f3 nhi\u1ec1u nhu c\u1ea7u v\u1ec1 ng\u01b0\u1eddi c\u00f4ng ngh\u1ec7 th\u00f4ng tin c\u00f3 k\u0129 n\u0103ng Big data. C\u00f4ng ngh\u1ec7 l\u00e0m thay \u0111\u1ed5i m\u1ecdi th\u1ee9.<\/p>\n

 <\/p>\n

—English version—<\/p>\n

 <\/p>\n

Big Data in retail business<\/p>\n

For years, store owners always asked: \u201cAmong thousands of people who enter my store, who are good customers. And how much are they willing to pay?\u201d Today especially during this Christmas, they have the answers by using technology as customers activities online or in store are being tracked and analyzed by Big data technology.<\/p>\n

It happens whether customers are on their computers, mobile devices, or standing in front of a store display. Every click on computer are being collected, every move in the store are being captured by video cameras then integrated with their mobile phone emitting signals and GPS tracking system to know where they are in the store. The information are analyzed with other personal information like income, address, bank account, and others to determine whether these people are good customer or not. (i.e.., Could they pay for what they like to buy.)<\/p>\n

After several months of applying this technology, most store owners believe that Big data technology help them to develop special customize shopping experiences which lead to special deals for their customers and increase sales significantly. However some customers think aggressive tracking and advertising are often annoying.<\/p>\n

A large retail store owner in New York told newspapers: “You cannot have big sale events any more without big data. Believe me, we know what customers want and what they can afford to buy since we have a lot of information about everybody who visit our stores or go on line. We do not need to advertise anymore, this is the next step in marketing and selling and it is very effective. Since we use Big data, our sale has increased 35% and our profit is reaching the highest mark ever. ”<\/p>\n

Consumer tracking is not new. When stores asked customers to fill out warranty cards, they collected address to send advertised lists. Online stores used browser “cookies,” to track a customer\u2019s movements across the Internet, to analyze what they want and present them with pop-up advertisings. However since last year, retailers began to use Big data technology to develop sophisticated ways to combine data that related to what customers want and their income for better approach to selling. They also used location-tracking technology as a means of attracting new customers and influencing customers as they walk into their stores. By knowing what customers want and offer them special prices, most stores close the sales quickly. A store owner explained: \u201cWe do not want any good customers to leave our store without buying anything. We do not want them to walk to another store and compare prices. By sending them messages to their mobile phone we entice customers with special deals that they cannot refuse.\u201d<\/p>\n

To further lure more customers into their stores, most retailers develop special mobile apps for their customers. If they walk pass their stores while their smartphones are turned on, they can receive special text messages that give them 20% to 50% price reduction on certain merchandises. By using Big data analysis, store owners can also collect data on which products attract the most attention. By combining video cameras and motion detection technology, they can track customer\u2019s movement among the aisles and determine whether a customer spend more time looking at something special, by analyzing customer behavior, the software alert a sale person nearby or send a special message offering special price to promote certain products.<\/p>\n

A Wall Street analyst predicts: “There are lots of potential uses of Big data to increase sales and in the next few years every store will apply this technology to promote sales. There will be no need for sales people, there will be no need for marketing people, there will be no need for advertising people but there will be a lot of needs for information technology people with Big data skills. Technologies do change everything.<\/p>\n","protected":false},"excerpt":{"rendered":"

Trong nhi\u1ec1u n\u0103m, nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng bao gi\u1edd c\u0169ng h\u1ecfi: \u201cTrong s\u1ed1 h\u00e0ng ngh\u00ecn ng\u01b0\u1eddi v\u00e0o c\u1eeda h\u00e0ng c\u1ee7a t\u00f4i, ai l\u00e0 kh\u00e1ch … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-3830","post","type-post","status-publish","format-standard","hentry","category-xu-huong-cong-nghe"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3830","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=3830"}],"version-history":[{"count":2,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3830\/revisions"}],"predecessor-version":[{"id":3832,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/3830\/revisions\/3832"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3830"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3830"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3830"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}