{"id":4227,"date":"2014-04-30T12:39:01","date_gmt":"2014-04-30T05:39:01","guid":{"rendered":"http:\/\/science-technology.vn\/?p=4227"},"modified":"2014-04-30T12:39:01","modified_gmt":"2014-04-30T05:39:01","slug":"big-data-va-quan-he-khach-hang","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=4227","title":{"rendered":"Big data v\u00e0 quan h\u1ec7 kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

Trong qu\u00e1 kh\u1ee9, ph\u1ea7n l\u1edbn m\u1ecdi ng\u01b0\u1eddi mua c\u00e1c th\u1ee9 t\u1ea1i c\u1eeda h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng n\u01a1i h\u1ecd s\u1ed1ng. Ng\u01b0\u1eddi ch\u1ee7 bi\u1ebft kh\u00e1ch h\u00e0ng v\u00e0 h\u1ecd c\u00f3 m\u1ed1i quan h\u1ec7 t\u1ed1t, \u0111\u00f4i khi kh\u00e1ch h\u00e0ng v\u00e0o c\u1eeda h\u00e0ng, ng\u01b0\u1eddi ch\u1ee7 \u0111\u00e3 bi\u1ebft \u0111\u00edch x\u00e1c h\u1ecd mu\u1ed1n g\u00ec v\u00e0 chu\u1ea9n b\u1ecb s\u1ea3n ph\u1ea9m theo c\u00e1ch t\u1eebng kh\u00e1ch h\u00e0ng \u01b0a th\u00edch v\u00e0 h\u1ecd s\u1ebd n\u00f3i chuy\u1ec7n v\u1ec1 nh\u1eefng th\u1ee9 kh\u00e1c nh\u01b0 th\u1eddi ti\u1ebft, th\u1ecb tr\u01b0\u1eddng \u0111\u1ecba ph\u01b0\u01a1ng hay chuy\u1ec7n gia \u0111\u00ecnh v.v. Ng\u00e0y nay nhi\u1ec1u ng\u01b0\u1eddi mua c\u00e1c th\u1ee9 tr\u1ef1c tuy\u1ebfn hay \u1edf c\u00e1c c\u1eeda h\u00e0ng b\u00e1n l\u1ebb l\u1edbn, h\u1ecd kh\u00f4ng bi\u1ebft ng\u01b0\u1eddi ch\u1ee7 nh\u01b0ng t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi b\u00e1n h\u00e0ng v\u00e0 nh\u1eefng ng\u01b0\u1eddi n\u00e0y th\u01b0\u1eddng b\u1eadn r\u1ed9n, cho n\u00ean kh\u00f4ng c\u00f3 m\u1ed1i quan h\u1ec7 gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 ng\u01b0\u1eddi ch\u1ee7 c\u1eeda h\u00e0ng. Do \u0111\u00f3, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 mua c\u00e1c th\u1ee9 \u1edf b\u1ea5t k\u00ec ch\u1ed7 n\u00e0o h\u1ecd mu\u1ed1n v\u00ec kh\u00f4ng c\u00f3 s\u1ef1 trung th\u00e0nh v\u1edbi b\u1ea5t k\u00ec c\u1eeda h\u00e0ng n\u00e0o.<\/span><\/p>\n

V\u1edbi Big data, m\u1ecdi s\u1ef1 thay \u0111\u1ed5i quay l\u1ea1i “c\u00e1ch c\u0169” c\u1ee7a vi\u1ec7c thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 gi\u1eefa ng\u01b0\u1eddi ch\u1ee7 v\u00e0 kh\u00e1ch h\u00e0ng. Ng\u00e0y nay c\u00e1c c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn \u0111ang \u0111\u1ed1i x\u1eed v\u1edbi kh\u00e1ch h\u00e0ng gi\u1ed1ng nh\u01b0 “c\u00e1ch c\u0169” cho n\u00ean kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng v\u00e0 kh\u00f4ng mua t\u1eeb c\u00e1c c\u1eeda h\u00e0ng kh\u00e1c. D\u00f9ng ph\u00e2n t\u00edch Big data, c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn bi\u1ebft \u0111\u00edch x\u00e1c kh\u00e1ch h\u00e0ng mu\u1ed1n g\u00ec tr\u01b0\u1edbc khi h\u1ecd th\u1eadm ch\u00ed h\u1ecfi v\u1ec1 \u0111i\u1ec1u \u0111\u00f3. C\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn cung c\u1ea5p c\u00f9ng d\u1ecbch v\u1ee5 cho kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean th\u00f3i quen mua s\u1eafm qu\u00e1 kh\u1ee9 c\u1ee7a h\u1ecd b\u1eb1ng vi\u1ec7c d\u00f9ng big data \u0111\u1ec3 bi\u1ebft nhi\u1ec1u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng \u0111\u1ec3 l\u00e0m t\u0103ng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a h\u1ecd v\u00e0 t\u1ea5t nhi\u00ean, l\u00e0m t\u0103ng vi\u1ec7c mua c\u1ee7a h\u1ecd.<\/p>\n

Ng\u00e0y nay c\u00e1c c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn \u0111ang thu th\u1eadp d\u1eef li\u1ec7u v\u1ec1 kh\u00e1ch h\u00e0ng, kh\u00f4ng ch\u1ec9 \u0111i\u1ec1u h\u1ecd \u0111\u00e3 mua m\u00e0 c\u00f2n website n\u00e0o h\u1ecd t\u1edbi th\u0103m, n\u01a1i h\u1ecd s\u1ed1ng, \u0111i\u1ec1u h\u1ecd th\u00edch, v\u00e0 li\u1ec7u h\u1ecd c\u00f3 \u0111\u01b0a c\u00e1i g\u00ec l\u00ean ph\u01b0\u01a1ng ti\u1ec7n x\u00e3 h\u1ed9i nh\u01b0 Facebook hay websites v.v. Nh\u1eefng d\u1eef li\u1ec7u n\u00e0y l\u00e0 s\u1eb5n c\u00f3 tr\u00ean Internet cho c\u00e1c c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch. T\u1ea5t nhi\u00ean c\u00f3 nhi\u1ec1u ki\u1ec3u d\u1eef li\u1ec7u v\u00e0 ch\u00fang l\u00e0 kh\u1ed5ng l\u1ed3 (\u0111\u00f3 l\u00e0 l\u00ed do t\u1ea1i sao n\u00f3 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 big data). C\u00e1c c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn ph\u00e2n t\u00edch nh\u1eefng d\u1eef li\u1ec7u n\u00e0y \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n kh\u00e1ch h\u00e0ng th\u00edch c\u00e1i g\u00ec v\u00e0 cho h\u1ecd “gi\u1ea3m gi\u00e1 \u0111\u1eb7c bi\u1ec7t” c\u0169ng nh\u01b0 khuy\u1ebfn m\u1ea1i nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 qua “qu\u1ea3ng c\u00e1o c\u00e1 nh\u00e2n” \u0111\u1eb7c bi\u1ec7t m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 quan t\u00e2m mua.<\/p>\n

Amazon.com c\u00f3 l\u1ebd l\u00e0 c\u1eeda h\u00e0ng b\u00e1n l\u1ebb \u0111\u1ea7u ti\u00ean d\u00f9ng Big data \u0111\u1ec3 gi\u1edbi thi\u1ec7u s\u00e1ch, CD, \u0111\u1ed3 ch\u01a1i, hay c\u00e1c th\u1ee9 m\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 th\u00edch mua. N\u00f3 b\u1eaft \u0111\u1ea7u nh\u01b0 m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n s\u00e1ch tr\u1ef1c tuy\u1ebfn nh\u01b0ng nhanh ch\u00f3ng t\u0103ng tr\u01b0\u1edfng th\u00e0nh c\u1eeda h\u00e0ng tr\u1ef1c tuy\u1ebfn l\u1edbn nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi, b\u00e1n h\u1ea7u h\u1ebft m\u1ecdi th\u1ee9, t\u1eeb qu\u1ea7n \u00e1o t\u1edbi d\u1ee5ng c\u1ee5 nh\u00e0 b\u1ebfp, t\u1eeb laptops t\u1edbi TV v.v. C\u00f4ng th\u1ee9c b\u00ed m\u1eadt cho th\u00e0nh c\u00f4ng c\u1ee7a n\u00f3 l\u00e0 ph\u00e2n t\u00edch Big data, thu th\u1eadp m\u1ecdi th\u1ee9 t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 bi\u1ebft kh\u00e1ch h\u00e0ng mu\u1ed1n g\u00ec.<\/p>\n

Ng\u00e0y nay Big data \u0111ang tr\u1edf th\u00e0nh th\u1ee9 n\u00f3ng nh\u1ea5t cho ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m. M\u1ed9t nh\u00e0 ph\u00e2n t\u00edch vi\u1ebft: \u201cQu\u1ea3ng c\u00e1o ng\u1eabu nhi\u00ean tr\u00ean Internet l\u00e0 l\u1ed7i th\u1eddi r\u1ed3i. Qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n ho\u00e1 cho t\u1eebng kh\u00e1ch h\u00e0ng l\u00e0 c\u00e1ch m\u1edbi. Khi b\u1ea1n \u0111i t\u1edbi m\u1ed9t website b\u1ea1n th\u1ea5y nhi\u1ec1u qu\u1ea3ng c\u00e1o “b\u1eadt ra”, ph\u1ea7n l\u1edbn ch\u1eb3ng li\u00ean quan g\u00ec t\u1edbi b\u1ea1n v\u00e0 b\u1ea1n kh\u00f4ng ch\u00fa \u00fd r\u1eb1ng t\u1ea1i sao ch\u00fang l\u00e0 kh\u00f4ng hi\u1ec7u qu\u1ea3. Ch\u1eb3ng h\u1ea1n, t\u1ea1i sao \u0111\u00e0n \u00f4ng quan t\u00e2m t\u1edbi qu\u1ea3ng c\u00e1o n\u01b0\u1edbc hoa hay son b\u00f4i m\u00f4i khi anh ta t\u00ecm tr\u00ean internet v\u00e0 t\u1ea1i sao \u0111\u00e0n b\u00e0 s\u1ebd ch\u00fa \u00fd t\u1edbi l\u01b0\u1ee1i dao c\u1ea1o hay tr\u00f2 ch\u01a1i video? Khi m\u1ecdi ng\u01b0\u1eddi t\u00ecm Internet, h\u1ecd b\u1ef1c m\u00ecnh b\u1edfi m\u1ecdi qu\u1ea3ng c\u00e1o cho n\u00ean c\u00e1c c\u00f4ng ti ch\u00fa \u00fd nhi\u1ec1u h\u01a1n t\u1edbi “qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3” m\u00e0 “\u0111\u01b0\u1ee3c chuy\u00ean bi\u1ec7t ho\u00e1” \u0111\u1ec3 \u0111\u00e1p \u1ee9ng cho m\u1ed1i quan t\u00e2m c\u1ee7a t\u1eebng ng\u01b0\u1eddi. B\u1eb1ng ph\u00e2n t\u00edch v\u00e0 tr\u00edch r\u00fat th\u00f4ng tin li\u00ean quan nh\u1ea5t h\u1ecd c\u00f3 th\u1ec3 l\u00e0m ra kh\u00e1c bi\u1ec7t cho kh\u00e1ch h\u00e0ng v\u00e0 l\u00e0m t\u0103ng s\u1ed1 b\u00e1n v\u00e0 l\u1ee3i nhu\u1eadn. Khi m\u1ed9t kh\u00e1ch h\u00e0ng \u0111i t\u1edbi website c\u1ee7a h\u1ecd, c\u00e1c c\u00f4ng ti c\u00f3 m\u1ecdi th\u00f4ng tin \u0111\u01b0\u1ee3c c\u1ea7n \u0111\u1ec3 cho h\u1ecd kh\u00f4ng c\u1ea7n h\u1ecfi c\u00e1c c\u00e2u h\u1ecfi v\u1ec1 kh\u00e1ch h\u00e0ng b\u1edfi v\u00ec h\u1ecd \u0111\u00e3 bi\u1ebft c\u00e2u tr\u1ea3 l\u1eddi. B\u1eb1ng vi\u1ec7c cung c\u1ea5p th\u00f4ng tin c\u00f3 ngh\u0129a cho h\u1ecd, c\u00e1c c\u00f4ng ti c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n quan h\u1ec7 t\u1ed1t h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 c\u00f3 m\u1ed1i quan h\u1ec7 \u0111\u1eb7c bi\u1ec7t nh\u01b0 v\u1eady, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c mua t\u1eeb h\u1ecd thay v\u00ec mua t\u1eeb ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

 <\/p>\n

—English version—<\/p>\n

 <\/p>\n

Big data and customers relationship<\/p>\n

In the past, most people buy things at local stores where they live. The owners know customers and they have good relationship, sometime as customers walk into the store, the owner already know exactly what they want and prepare the products the way each customer prefer and they would talk about other things such as the weather, the local market, or family matters etc. Today as more people buy things online or at big retail stores, they do not know the owners but interact with sale persons and these people are often busy, so there is no relationship between customers and store owners. Therefore, customers can buy things wherever they want since there is no loyalty to any store.<\/p>\n

With Big data, things are changing back to the \u201cOld way\u201d of establishing relationship between owners and customers. Today online stores are treating customers like the \u201cOld way\u201d so customers are happy and do not buy from others. Using Big data analytics, online store know exactly what customers want before they even ask for it. The online store provides that same service for customers based on their past buying habit using big data to know more about customers to increase their satisfaction and of course, increase their purchases.<\/p>\n

Today online stores are collecting data on customers, not only what they have brought but also what websites they visit, where they live, what they like, and if they put anything on their social media such as Facebook or websites etc. These data are available on the Internet for online stores to collect and analyze. Of course there are many types of data and they are huge (That is why it is called big data). Online stores analyze these data to predict what customers like and give them \u201cspecial discount\u201d as well as promote certain products via special \u201cPersonal advertising\u201d that customers may interested in buying.<\/p>\n

Amazon.com is probably the first retail store that uses Big data to recommend books, CD, toys, or things that their customers may like to buy. It started as a store to sell books online but quickly grow into the largest online store in the world that sell almost everything, from clothes to kitchen\u2019s utensils, from laptops to TV etc. The secret formula for its success is Big data analytics that collect everything from customers and knowing what customers want.<\/p>\n

Today Big data is becoming the hottest thing for effective marketing and product development. An Analyst wrote: \u201cRandom advertising on the Internet is obsolete. Personalized advertising for each customer is the new way. When you go to a website you see many \u201cpop-up\u201d advertises, most has nothing to do with you and you do not pay attention that is why they are ineffective. For example, why men care about perfumes or lipstick advertising when he searches the internet and why women would pay attention on razor blades or videogames? When people search the Internet, they are annoyed by all advertises so companies pay more attention on \u201ceffective advertising\u201d that \u201cCustomized\u201d to meet each person\u2019s interests. By analyze and extract the most relevant information they can makes a difference for customers and increase sales and profits. When a customer goes to their websites, companies have all the information needed so they do not need to ask questions of the customer because they already know the answers. By providing customers information that is meaningful to them, companies can develop better relationship with customers and having such special relationship, customers are likely to continue to buy from them instead buying from other.<\/p>\n","protected":false},"excerpt":{"rendered":"

Trong qu\u00e1 kh\u1ee9, ph\u1ea7n l\u1edbn m\u1ecdi ng\u01b0\u1eddi mua c\u00e1c th\u1ee9 t\u1ea1i c\u1eeda h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng n\u01a1i h\u1ecd s\u1ed1ng. Ng\u01b0\u1eddi ch\u1ee7 bi\u1ebft kh\u00e1ch h\u00e0ng v\u00e0 h\u1ecd … <\/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-4227","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\/4227","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=4227"}],"version-history":[{"count":2,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/4227\/revisions"}],"predecessor-version":[{"id":4229,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/4227\/revisions\/4229"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4227"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4227"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4227"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}