Possessing a large amount of data brings insight or customer perspectives on products and brands. that can be further developed into an effective marketing plan Create products and services that are satisfying more relevant to the target audience It has become something new and old entrepreneurs want more and more. Because these data or DATA, if analyzed, may turn over the game to help adjust the strategy and direction of survival to continue.
Insight is not an Instinct, good data should not be guessed.
Nui-Nattaphon Muangkham, owner of the marketing page, one episode per day. gave interesting information through the program SME Biz Talk Season 2, organized by LINE for Business, saying that because DATA It influences many decisions in business today. In the past, most people vieweddata Is it remote or confined to a group that has analytical tools and funds available to do so?
in spite of the fact that The potential of deep data Both sales details and customer insight are different. This makes it possible to strategize accurately. while small and medium-sized stores They tend to choose to make predictions and draw from their own past experiences. Combined with instinct or instinct to assess and summarize the business overview from the person who surveyed in the field in just a few minutes, decides for most of them.
DATA is easy to find if digital tools are available.
In addition, the method of guessing from the experience that SMEs like to use is not wrong. Because it must be admitted that in the past, data storage technology or DATA technology was limited. The tools used may not be enough. It’s also expensive and difficult to use, but nowadays it’s easy to start a business. There is no need to have a storefront to be able to sell online. And access to DATA is easy, low investment, no need to write code, can use data to do business with digital tools that are in the hands of everyone.
This is why entrepreneurs are starting to pay attention and rely on DATA to help them make better decisions, be accurate and see real problems. less guesswork Seeing both unknown problems and never-before-seen opportunities, DATA is now the most important decision-making aid for entrepreneurs.
Although DATA is close and has many advantages. But what’s more difficult is how to access data to find Insight, which the owner of the marketing page every day said everyone has information around. But they may never know or notice, whether it’s Sale Data or Transaction Data, even chatting with customers is considered DATA or good data. which transaction data Chat data with existing customers or collectively known as information “Buying behavior” is what entrepreneurs need to analyze further.
for example coffee shop business that when viewing data from the sales recorder It was found that most of the sales came from Thai desserts and other non-coffee menus. After seeing this Insight, the store owner hastened to adjust the communication method to meet the customers on the spot. Or a baby clothing store whose sales have grown exponentially within 2 months. When analyzing the buying behavior data, it was found that most of the sales came from around the world. Makes repeat purchases easier than normal sales.
Including the release of the product as a purchase according to the age of the growing child also resulted in continuous purchases These more clearly reflect the accessibility of a good storage model. Can make what customers want more clearly.
SMEs should therefore try to observe from close customer data. May choose a method of collecting data through various platforms or digital tools such as MyShop, where the system will collect data as a ready-made DATA structure, such as the date, time of sale, what product, chat message, who is the sending address. how many orders This allows operators to be analyzed immediately.
Another way is to bring Chat as DATA, which may not have a pre-formatted format like MyShop, but can be used in the same way. Just bring the information to record again. ready to use for further analysis or even using the LINE Official Account’s survey or inquiries from customers to help collect data and then analyzed further that what the store is trying to offer What do customers like more, etc.?
This method is a clear proof that SMEs do not need complicated tools. If they are already selling through LINE, they can collect information at LINE. It is designed to store good DATA already. You just have to think about what kind of data you want to know and what DATA will be stored. How will DATA help your business better?
Convert DATA into statistics, analyze customer trends.
The method of data analysis It’s not complicated. But entrepreneurs must know how to change DATA that is numbers or letters into images that are easily readable, for example, sales numbers may be divided into days. To see if there is an anomaly in some data or signals (Signal), then keep an eye on what happened, for example, selling better today than usual. and observing seasonal information or repetitive behaviors, etc.
Bringing data to make a picture or graph. It will make the overview in many dimensions clearer. Help reflect what entrepreneurs do not yet know. to lead to a solution that meets the needs of customers on the spot There is also a way to ask questions. that requires training in tools and questioning customer behavior will be able to classify customers and see any other answers you want
“Both the conversion to the image And asking questions is collecting information under the DATA Thinking Framework, which must have factors in thinking: What, what do we want to know and what do we need to know? Then comes the How, how do we know? Where is the information stored? Then come to think of Why, why is it like that? What is the origin of the information? And finally, How, once we know it, what do we do next? It could be a small change to increase sales, expand a campaign or do a promotion. For example, if a coffee shop sells more snacks It may increase the proportion of desserts more. which is simple and uncomplicated But it takes practice, patience, and time.”
Case studies from fresh flower business spread across Bangkok It was found that there were two branches with similar sales but different sales characteristics. So the question arises What are the sales coming from? What kind of products? When making it into a picture, it understands the context better. which Chidlom branch Thai flowers that are used for worshiping are sold well. Thonglor branch Often it is a foreign flower that is used to decorate the house.
The information comes from asking customers until they know their true behavior. This allows the flower shop owner to strategize. Easier to send promotions separately for each branch May add auspicious flowers Scented candle for Chidlom while the Thonglor branch May be able to add more sales of home furnishings to be more colorful
or another case study Shop selling car seats online who want to keep DATA best selling products in each province Make it understand that customers are choosing products that qualify for their weather conditions. in which the North and Bangkok will choose oily fabrics Because the weather is cool and mostly in air-conditioned rooms, other sectors will choose fabrics that are more breathable. That’s why this shop chooses to expand its products according to different weather conditions.
Doing business in the new era by using DATA to help in the process of analyzing customer behavior and market overview. It will help increase sales opportunities and reduce unnecessary investment as well.
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