Sensing Data: Four key words for the growth of financial media in 2023
In the context of media convergence, the converged media industry (hereinafter referred to as “Media”) is entering the era of big data and social media communication, and big data has gradually become the driving force and support point for the development of the media industry. As the mainstream position of publicity, how to mine and release the value of data and realize the data drive is the top priority of the media convergence development strategy.
Sensors Data released the white paper “From Idea to Realization, Data-Driven Intelligent Upgrade of Fusion Media Mobile Terminal”, based on the status quo of the fusion media industry, explores the core force and future development direction of data-driven in the fusion media mobile terminal, respectively from the data platform, From the perspectives of digital operation system and data-driven practice, it points out the key development path for the data-driven landing of the media fusion mobile terminal, and helps the industry achieve media integration and high-quality development.
Based on the complete content of Sensors Data White Paper, this article will summarize the key words for the growth of media fusion in 2023, and provide reference for digital system construction for more media fusion practitioners.
Keyword 1: mobile first
According to the “China Mobile Internet Development Report (2022)” released by the People’s Daily Online Research Institute, the growth of mobile Internet users has stabilized. As of the end of December 2021, the number of mobile Internet users in China has reached 1.029 billion, an increase of 43.73 million throughout the year. At the same time, the Internet dividend has been further released to the elderly.
With the continuous deepening of media integration, combined with the “14th Five-Year” digital economy development plan issued by the State Council, big data is helping the media industry to build a deep integration system with the goal of global, open, collaborative, and shared. Power is poured into the fusion media industry with a deep historical foundation, and the advantages of the Internet are used to enhance the key value of the fusion media mobile terminal in the mainstream public opinion position.
We can clearly see that all provinces, cities, districts, and counties are stepping up the construction of big data platforms and underlying data foundations. On the one hand, they can provide the public with more comprehensive information and smarter services through big data capabilities. On the other hand, it provides data support for product operation and iteration, explores the road of data-driven development of media fusion mobile terminals, and promotes the digital and intelligent construction of mobile-first and mainstream communication positions.
Keyword 2: data-driven
The actual effect of media communication is the core data index to measure the value of financial media, and it is also an important consideration for the investment of national capital resources. Judging from the current industry situation, the influence of content dissemination and the activity of clients may become key references for the fusion media industry, which also makes data-driven media operation decisions more and more important.
Many media in the industry have begun to try to create data-driven media. For example, CCTV Headquarters has deepened digital and online development through the development plan of “Internet First and Backstage”, and strengthened the media’s internal data-driven awareness, making its “CCTV News” app shine during the epidemic. The number of users and article reading The numbers are ranked in the head position of the mainstream media.
Specific practices for creating data-driven media in the media industry include but are not limited to:
First, strengthen data awareness. Starting from upper-level policies and management strategies, promote the implementation of data-driven awareness from top to bottom.
Second, build a data culture. Form a data-driven consensus among departments, make full use of data to support personal opinions in the process of discussing issues, and guide business decisions based on data analysis, and then root data culture in media business.
Third, digitization of roles and media. The working methods of various roles in media business operations are digitalized. For example, in the operation activities, business personnel disassemble and quantify the operation objectives and effect evaluation of the activities into specific data indicators, and then guide the subsequent activity strategy, execution, iteration, and effect Recycling and more.
Fourth, digitize business processes. Integrate data-driven into the whole process of media business operation, analyze business and user performance through data, form scientific decision-making and standard process, let all roles play a role in the data closed loop, and realize the scientific and efficient operation of media.
Keyword 3: precise operation
The scarcity and uniqueness of the content mastered by traditional media is of great value in the sustainable development of new media channels, and content is still the cornerstone of media development. However, in the era of new media, the operation mode of traditional media cannot give full play to the value of media. Taking video publishing as an example, according to the operation ideas of traditional media, producing and publishing a high-quality video may mean the successful end of the work, but from the perspective of new media and mobile terminal operation, the content operation work has just begun: hot search topics , How to design interactive scenes? How to make and disseminate short videos? How to satisfy the appetites of users on different platforms? How to design promotion and distribution strategies on different channels… These issues are usually not considered by traditional media. The method of “emphasizing content and ignoring operation” is also the weakness of many traditional media in the transition period.
At the same time, in the daily business operation of the media mobile terminal, the media often use their own influence to operate a large number of online and offline activities to achieve business goals such as publicity, drainage, promotion, and revenue. However, a large number of media lack the tools and methods of digital operation. Often after a wonderful event, the operator cannot get timely feedback at the data level, such as how many people participated in the event? How long did they participate? When is the peak period? ?What effects did participation in the event bring? Which business growth was related to this event? Which user loss was related to this event, etc. It was impossible to use data to form an effective closed loop of operation work, and use data feedback to drive the iteration of operation strategy, which in turn caused The efficiency of operational decision-making is low, and it is difficult to improve the quality of activities.
Therefore, from the perspective of providing personalized services based on user needs and preferences, accurate and efficient execution and management of operational activities, and other aspects, the media needs to enhance convenient, real-time, targeted and data-oriented operational capabilities. Operational tasks, such as information push, service guidance, event publicity and drainage, etc., can be executed automatically, thereby helping media business personnel quickly achieve operational goals. For the analysis of daily operation effects, the media should move towards a data-driven direction, use the feedback of the last operation effect to drive the next operation optimization, repeat the cycle, and continuously improve the efficiency and productivity of media operations.
Keyword 4: closed-loop construction
Based on the three major pain points in the data-driven implementation of the media mobile terminal, Sensors Data proposes a closed-loop solution for digital operations, providing a way for the media to achieve increased influence and business growth. Digital operations are based on the SDAF data closed-loop methodology, in which Sense is perception, which forms insight into business and users from abstract data analysis; Decision is decision-making, a balance between sensibility and rationality, and joint decision-making between humans and machines; Action is action, based on data All-round intelligent access means; Feedback is feedback, which realizes comprehensive and real-time feedback of all terminal data.
In the closed-loop of digital operation, first of all, multi-terminal data input is required to form basic data perception, including user portraits, business scene insights, etc.; then, data-based support for business and marketing decisions guides marketing activities, advertising, and goals. Customer group mining, etc.; after that, carry out personalized recommendation, A/B testing, intelligent operation and other actions according to the decision; finally, the effect data is fed back to the data system in real time, business data sets and strategies are optimized, and a data flow closed loop is completed, and then Help the media release the value of data, build digital media, and achieve data-driven growth.
In the financial media mobile terminal business, the construction process of the digital operation closed loop is as follows: