11月4日，中国企业大数据联盟（Big Data Union 简称BDU）正式宣布成立，晶赞科技作为联合发起单位，对联盟成立、技术标准的制定等工作起到了至关重要的作用。BDU成立的目的在于汇聚各行业的力量，推动跨界大数据标准制定与合作，提升参与各方的大数据应用水平，建立中国大数据产业生态，为我国大数据产业健康发展做出贡献。
BDU由晶赞科技联合中国电信、东方航空、中国航信等8家单位发起，首批艾瑞、携程、智联招聘、新东方等45家成员单位涵盖了当前中国主流消费人群在网购、通信、婚恋、就业、教育、注意力等多方面的数据。联盟将构建具有影响力的中国大数据产业生态，并提升参与各方大数据应用的整体水平和产业竞争力。
晶赞科技作为国内优秀的数据服务提供商，一直致力于大数据的跨行业应用与落地，2012年3月27日，联合成立UMA优质受众联盟，在大数据的跨行业应用上迈出了坚实的第一步，成为行业先行者。2014年11月4日，BDU的成立，将成为晶赞科技践行“大数据 大生态”模式的又一成功案例，晶赞科技CEO汤奇峰表示，晶赞科技贯彻“大数据红娘”的思维，将联合更多的优秀企业，在大数据的跨行业分享和应用上，做出相应的技术支持，创建更多合作的可能性，探索大数据生态圈的建立和完善。
BDU作为企业间的战略联盟，将给企业提供了一个多维度数据共享的平台，促进联盟成员加强交流，充分利用已有的数据能力，实现跨行业、多维度的数据互补，在产业规模化、行业阳光化、使用规范化方面，建立起统一的数据标准和数据安全机制，更大程度的挖掘企业大数据使用的能力，促进创新应用推广。
在12月1日即将到来的亚洲数字营销峰会ADMS上，晶赞科技也受邀登场亮相。届时，欢迎您莅临我们的展位了解更多BDU资讯。
Over the past few months, Mercedes’ digital team has nimbly worked a number of social platforms to build brand awareness. But a new study launching today from Phoenix Marketing International finds that the German automaker is also killing it across the board in advertising—including television, print, digital and out-of-home.
The research measures reactions from more than 250,000 advertisements over the past 18 months from luxury automotive brands. Four automakers fall into the study’s luxury automaker category: Lexus, Mercedes, Audi and BMW. It’s important to note that the research does not include super-high-end luxury brands like Ferrari, Bentley and Lamborghini.
Phoenix Marketing International’s research asked roughly 2,000 online users each month to look at and respond to ads. The data asked consumers to recall an ad and if there was a lift in brand impression. Consumer response and emotional impact from creative were also examined. The research tracked consumers’ reactions to ads across all mediums, but Dennis Syrkowski, president of automotive at Phoenix Marketing International, noted that broadcast ads in particular perform well for Mercedes.
Over the past year and a half, Mercedes has introduced two new cars—the E Class and M Class—and rolled out new brand image and sales event ads.
“We didn’t compare historically to any prior period, but based on the data we’ve been tracking, this does represent an improved performance for Mercedes at a time that was very important to them in the market,” said Dennis Syrkowski, president of automotive at Phoenix Marketing International.
Thirty percent of consumers who watched a Mercedes ad recalled the brand, up from the 29 percent average for luxury automakers. Thirty percent of respondents who watched the German automaker’s ads said that a promo lifted brand impression compared to a 26 percent industry norm for the luxury category.
Mercedes also outperformed in lift to purchase consideration, likeability and salience. Ninety-five percent of respondents identified the brand correctly, while 96 percent of respondents said the same for the luxury automotive industry in general.
The research also zeroed in on in-market activity measuring if consumers took an action as a result of seeing an ad. Forty-three percent of consumers who recalled the brand took an additional action—including visiting a dealer, looking for additional information or interacting digitally with other consumers about the brand. To compare, 38 percent of consumers who saw an ad from a luxury automotive brand in general made a secondary action.
Creatively, Mercedes beat the luxury automotive norm for all categories, including engagement, relevance, styling and cognitive recognition. While Mercedes reigns in luxury, Syrkowski singled out Subaru and Toyota as non-luxury brands that also have great creative campaigns.
“Creatively, if I look at how they’re over-performing, there are other brands in the non-luxury space that do as well,” Syrkowski noted, “but they don’t compete with Mercedes.”