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2017GDMS国双专场活动成功举办

2017-12-11 15:31| 发布者: admin| 查看: 13384| 评论: 49


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近日, 2017GDMS全球数字营销峰会国双数字营销论坛在上海隆重召开,来自一线的数字营销大咖们齐聚一堂,围绕“数据优化体验,AI引领未来”的主题各抒己见,破解数字营销的传奇密码,共同探讨人工智能为营销带来的新机遇及应用场景。

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国双联席总裁 李峰

在当前媒体融合、万物互联的时代,作为在大数据行业耕耘11载的公司,国双也正在加快步伐拥抱变革,让数据真正跳动起来。国双联席总裁李峰先生在开幕词中提到,在AI大潮当中,对于MarTech 领域的创新应用有两点非常重要:第一,所有的有价值的在MarTech 领域的创新和应用一定是紧密结合着高质量、大规模的数据为基础,第二,纯粹的技术升级和集成的机会非常也限,真正与商业的结合才刚刚开始。李峰表示,AI是实现数字营销智能化的基础,国双希望能够以数据为媒,串联起行业内、上下游的优质资源,更好地帮助客户解决问题,真正把数据价值变成营销领域的通用货币。

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国双首席技术官 刘激扬

国双首席技术官刘激扬先生则为大家带来了涵盖国双在人工智能领域全部优势,为智能产品打造差异化功能,支持解决方案布局,也是国双探索实践产业智能的积累——国双先知(Gridsum Prophet),以及国双智能CRM。国双先知是一款基于大数据的人工智能引擎,依靠认知引擎、数据挖掘、深度学习技术,助力国双布局工业互联网、司法大数据、智能营销等智能领域。国双最新推出的智能CRM整合了国双先知的能力与国双营销业务多年的积累,作为企业智能营销的核心引擎,驱动企业营销决策、流程持续自动优化。刘激扬先生表示,“我们希望用数据、用智能为企业做更加优化的决策,特别是在大的层面,比如预算分配,获客,决策等。人工智能在企业、产业里有非常广阔的前景,国双愿意和我们的客户、合作伙伴一起去努力,更好地为大家提供服务。”

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国双解决方案事业部总经理 卢元

国双解决方案事业部总经理卢元先生以“数据赋能、决策智能”为主题,结合多项案例,为大家具体讲解了国双在数字营销领域的新成果。从3S(Search、Social、Site) 维度赋能品牌主营销,通过可视化的呈现助其做到高效的管理,并详细介绍了国双的智能化系统和工具如何帮助品牌主化繁为简,提升效率。

 

本次大会还有幸邀请到百度搜索公司销售体系大客户部总经理林红女士,中国传媒大学资深教授黄升民老师,阳狮媒体集团数据与技术创新部总经理宋星先生,环球旅讯首席商务官王京先生,携程集团高级总监、战略合作和营销创新部总经理郭为文先生,韦博集团全国市场总监徐闻迪先生。他们又发表了哪些重要观点呢?

 

AI让营销更智能

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百度搜索公司销售体系大客户部总经理 林红

新的商业环境下,林红认为,营销行业已面临重大变化,媒体与技术不断向多元化发展,营销链路更加复杂多变。通过AI的帮助,营销过程中的人群覆盖和拓展、创意、传播、受众交互等将变得更加智能,营销会更加简单。林红指出,百度AI将赋能营销全链路,“全时覆盖力、用户识别力、高效创意力、品牌互动力”四大AI营销能力,把碎片化的线上线下数据整合起来,还原成为真实的人,更好的服务品牌主。

互联网营销提升密码

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阳狮媒体集团数据与技术创新部总经理 宋星

今天,互联网营销的优势究竟在什么地方?目前主要有两种观点:“好的科技一定能提升互联网营销效果”;“竞争优势源于不断获得流量红利”。但宋星认为,好的科技不一定能提升互联网营销效果,因为很多技术并不懂企业的业务,而营销离不开具体业务;二是企业竞争优势不仅源于不断获得流量红利,更来源于每个环节的品质,判断流量的品质比任何时候都要重要。所以大家可以通过国双这样领先的大数据公司,帮助大家提升流量的使用价值。

 

旅游科技创新的两个方向

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环球旅讯首席商务官 王京

王京先生分享了自己关于旅游业的投资的思考和洞见,并为大家带来了五家旅游公司对AI的探索及应用,同时,还详细介绍了整个全球旅游行业的发展趋势。他认为第一、中国开始走在世界旅游业前列;第二、全球范围之内OTA(Online Travel Agent 在线旅游社)继续大幅领先酒店航空公司;第三、年轻一代用户对于忠诚度计划的理解正在颠覆;第四、继机票酒店后第三大板块-本地玩乐将继续发展;第五、人工智能、语音机器人继续高速发展。所以未来旅游行业里做得好的公司,一定是善于借助数字化工具为用户提供个性化体验,让用户享受完美旅行时光。

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在本次峰会的论坛环节,围绕数据引导品牌决策  AI驱动精准品牌营销”,各位嘉宾又有哪些真知灼见呢?

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百度搜索公司销售体系大客户部总经理 林红

 

我认为AI不再是未来,AI就是在今天,中国唯一一家AI研究室落地在百度。目前百度从媒体覆盖到广告创意到品牌互动都用到了AI,我们希望与品牌可以在包含营销等多个领域进行合作。

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中国传媒大学资深教授 黄升民

我不认为去中心化是一个事实,其实是一个伪命题。目前各类媒体形式层出不穷,品牌很难用一种媒体去影响目标受众,但是各类平台仍然再寻找自己的抓手,希望成为一个媒体中心,这是一个再中心的发展过程。

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携程集团高级总监、战略合作和营销创新部总经理 郭为文

媒体去中心化时代,越来越多的品牌对信息的评价标准不再是是否由大媒体报道,而是说它的分享价值有多大,信息是否被人分享将成为衡量品牌传播是否成功的一个最最重要的标准。

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韦博集团全国市场总监 徐闻迪

在优质流量越发稀缺的时代,作为教育行业品牌,我们自己会运营一些自有媒体,将这些自有媒体打造成与用户互动的中心平台,树立持续、稳固的品牌传播力。 


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