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4个理由告诉你，为什么应用大数据来提升销售额
4 reasons why you should use big data for sales prospecting
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随着数据科学的不断进步，销售经理们有了一个巨大的机会——获得关于如何增加销售额、拥有更多回头客的新见解。
但是，很多组织面临的一个问题就是学着如何将“大数据”转化为可使用的数据。这就是为什么光知道数据的可用性是不够的，知道如何使用它才是至关重要的。企业需要学习提取可操作的数据并用正确的方法来使用它，来提高销售前景。
根据IBM最近的一项研究，在英国只有5%的企业利用大数据来获取优势，而其中仅70%的企业在只停留在前两个阶段，即教育和探索，却错过了参与和执行。另一项令人吃惊的统计显示41%的企业不知道如何有效地使用大数据，这也是他们为什么不选择参与其中的原因。
为了提高营销和销售团队的效率，你需要学习如何高效地使用大数据。这个过程从收集和整合数据开始。而销售领导同样需要学习能将可用数据转化为金点子的工具。
由于超过41%的企业分析和理解能力不足，学习如何分析与翻译大数据十分重要。这里有4个原因告诉你大数据是如何将你的销售额提高一个水平的。
With the continuous progress in data science, there is a huge opportunity for sales managers to achieve new insights on how to increase sales, have more satisfied customers who return again and again.
But, one obstacle many organizations face is learning how to convert ‘big data’ into use-able data. This is why the availability of data is not enough, knowing how to use it is crucial. Businesses need to learn to extract actionable data and use it in the right way to increase sales prospects.
According to a recent research by IBM, only 5% businesses in the UK are using big data to their advantage, and almost 70% of the businesses are only operating within the first two stages i.e. educating and exploring, while missing out on engaging and executing. Another eye-opening statistic states that 41% of businesses lack an understanding of how to use big data effectively, and this is why they choose not to engage with it.
This is why, you need to learn how to use big data efficiently in order to increase the effectiveness of your marketing and sales teams. The process starts with collecting and consolidating data. Sales leaders also need to learn tools that will help them transform the data available into intelligent sales strategies.
With more than 41% of the business lacking analysis and understanding, it is crucial to learn how to analyze and translate big data, so that the bottom line reflects that. Here are 4 reasons that will show you how big data can take your sales to the next level.
1.寻找新的潜在客户
分析大数据最大的好处之一就是它可以帮助你获得有关用户对你的产品或服务的宝贵意见。通过识别经常被购买的服务或商品，你可以将大数据与社交数据相关联，以帮助你了解增加整体销量的任何障碍。这可以帮助你挖掘新的市场，获得更大的目标受众群体，从而为你的业务提供新的潜在客户。
智能地使用社交数据的结果，企业可以增加他们“社交销售”的前景。营销团队可以为理想的客户提供全新的、高质量的品牌简介，从而使受众参与度达到一个新的水平。
1. Finding new leads:
One of the greatest benefits of analyzing big data is that it can help you gain invaluable insights about how users feel about your product or service. By identifying the frequently bought services or products, you can link big data with social data to help you understand any barriers present in increasing overall sales. This can help you tap new markets, gain access to a bigger target audience and thus provide your business with new leads.
By using the results of social data intelligently, businesses can increase their prospects of ‘social selling‘. Marketing teams can offer their ideal customer profile brand new content of high quality, thus taking audience engagement to a whole new level.
2.产生重复销售
在社交网络中获得的数据可以在“推荐系统”中使用。推荐系统最好的例子之一亚马逊，它根据用户的个人资料和交互历史为每个人定制了一个首页。这有助于产生重复销售，从而迅速提供整体销量。
这只有在数据库为每个用户保留所有销售记录的情况下才可能实现。营销中有如此多有效的销售工具，在网上查看销售报告也变得非常容易了。营销人员不再需要更新和维护复杂的电子表格。你还可以选择一个免费的导图模板来组织自己的思路并专注于数据，以实现你的销售目标。
2. Generating repeat sales
Data that is obtained from social networks can be used in ‘recommender systems‘. One of the best examples of a recommender system is Amazon which provides a customized homepage to each user according to their profile and interaction history. This can help generate repeat sales, hence increasing overall sales by leaps and bounds.
This is only possible if record of repeated sales is kept for each user in the database. With so many effective sales tools in the market, and available online it has become really easy to review sales report. Marketers don’t need to overburden themselves with updating and maintaining complex spreadsheets anymore. You can also opt for a free pipeline template to organize yourself and focus on data so you can achieve your sales goals.
3.帮助你提高转换率
聪明的营销专家发现，应用大数据结果可以帮助企业拓展新客户，提升销量并提高转化率。大数据对营销人员来说是一个令人兴奋的新领域，因为通过他获得的见解是无与伦比的。他帮助营销人员进行价格优化、规划以及开发客户参与策略。同样，大数据已经在获得转化力这个最重要的营销目标上展示了巨大的潜力。
根据2013年的Neolane调查，57%的直销协会成员使用数据分析来帮助他们实现更高的转化率。三分之一的营销人员也希望更好的了解客户行为。
自从Neolane2013调查以来，营销行业已经有了更大的进步。像谷歌这样的商业巨头已经将强大的数据捕捉与分析平台应用于他们的营销策略中。结果就是产生了大量的洞察力，从而使得转化率的增加。
哈佛大学的另一项研究揭示了在一小时内回应的重要性。如果企业没有在一小时内回应，你将会有七倍的可能性接受其他企业的领导。同样的，24小时候才回复的公司就将消失在地图上。
研究强调了快速回应的本质。营销人员知道转化率是营销策略的核心。这就是为什么知道如何获得它们是任何成功企业的首要任务。将大数据分析应用于所有营销领域可以帮助你提高业务的转化率。
3. Helping you increase conversion rates:
Intelligent marketing specialists have found that applying big data results helps businesses reach new customers, boost sales and increase conversion rates. Big data is an exciting new area for marketers because the insights obtained through it are unmatched. It helps marketers with price optimization, planning and in developing customer engagement strategies. Similarly, big data has shown immense potential in obtaining conversions, which is the most important marketing objective.
According to a Neolane survey that was held in 2013, 57% of direct marketing association members used data analytics to help them achieve higher conversion rates. One third of the marketers also expected it to provide them with an improved understanding of customer behaviors.
But there has been a lot more advancement in the marketing industry since the Neolane 2013 survey. Corporate giants, such as Google, have applied strong data capturing and analytics platforms to their marketing strategies. This has resulted in a huge amount of insights that were generated, resulting in increased conversions.
Another Harvard study has revealed the importance of responding within the hour. You are seven times more likely to receive the lead than other businesses, who failed to respond within one hour. Similarly, companies who responded after 24 hours were dropped off the map.
This research has highlighted the essence of quick responses. Marketers know that conversions are the core of a marketing strategy. This is why knowing how to obtain them is a priority for any successful business. Applying the insights of big data analytics in all areas of marketing can help increase conversion rates for your business.
4.预测未来销售
大数据可以帮助企业选择来自世界各地的畅销产品。如果使用得当，这些丰富的信息可以确定哪些产品在某个位置需求最大。
世界各地越来越多的小、中、大型企业正在使用大数据。像沃尔玛这样的巨头依靠大数据分析优化和增加销量。通过将大数据转化为有用的分析，企业现在有能力创建特定的社会基因组，这些基因组是抓取到越来越复杂并且越来越多数据的数据库的集合。这些数据库提供了关于顾客的购买模式、行为、偏好、不喜欢的东西等等商业见解。凭借丰富的知识，你可以在正确的时间向合适的客户推荐正确的产品，从而激增转化率和销量。
4. Predicting future sales
Big data can help businesses select the top selling products from all over the world. This wealth of information, if used correctly, can determine which products have the most demand in a certain location.
Big data is being used by increasing number of small, medium and large businesses around the world. Giants like Walmart are relying on big data analytics to optimize and increase their sales. By translating big data into useful analysis, businesses are now able to create social genomes which is the collection of data captured in ever more complex and growing databases. This databases provide businesses insights about customer buying pattern, behaviors, preferences, dislikes etc. With this wealth of knowledge, you can suggest the right product to the right customer at the right time, thus skyrocketing conversions and sales.
结论：
一旦一个组织真正利用大数据分析，他们能够以更好的方式了解客户。这将使他们更容易通过相关和定制化的方式联系客户，并帮助他们更轻松地将互动变成转化率。因此，如果你希望将你的中型或者小型的企业发展成大型，你必须使用大数据分析才能够出人头地。
Conclusion:
Once an organization truly utilizes big data analytics, they will be able to understand their customers in a much better way. This will make it easier for them to connect with their customers with a relevant and customized approach and help them turn interactions into conversions, with much more ease. Thus, if you want to grow your small or medium business into a large one, you must use big data analysis to get ahead of the pack.
原作者：EricaSilva
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