What will happen on Big Data Marketing in 2016?

Two big events happened on Big Data Marketing in late 2015. Tencent set up cooperation on Big Data with Dentsu Aegis Network and Group M respectively; the cooperation between top media platforms and two major media agencies, as a big step forward, breaks up the relatively isolated state of Big Data industry.

Big data will step into a new journey in 2016 under joined efforts of industry giants; "cooperation" and "ecosystem" will be the two keywords next year.

There is no mature database domestically, some enterprises remain cautious on big data cooperation, due to the protective attitude on their own data assets. So, the database of information is still in an isolated condition.

Fortunately, industry giants are beginning to take action breaking up the isolated condition of data resources. Since the success of some small campaigns in Big Data, Tencent is starting to open up the scale of cooperation and is beginning to set up cooperation with Dentsu Aegis Network and Group M.

In one respect, data cooperation will be beneficial for data-sharing on two sides; on one side, it will enrich and bring high value to the database. On the other side, when the industry develops into a certain stage, what we need is real value and a representative product, which will be an important driving force for Big Data to leap into the next phase. Tencent is trying to build up such a hot product, through cooperation between top media platforms and major media agencies.

Industry standard will be improved gradually, ecosystem set-up will be a yearly theme

Industry parties already share knowledge on the opening and merging of data. Digital marketing, after explosive growth over the years, is trying to earn a piece of the cake, already belonging to Big Data and Ecosystem set-up. "We have a common goal, which is to build up an opening and win-win marketing ecosystem. Only with a beneficial ecosystem we can reach deeper goals"

"Over the past year, in order to develop healthy digital marketing, Tencent has already carried out policies from China Advertising Association Interactive Network Committee. Moreover, it has also drafted China's Mobile Internet Advertising Standards, initiated the sales’ exposure of CPM, boosted CPM sales online and built an accurate measure of cross-screen system, etc. “In the future, we will continue to make efforts step by step, open wisdom data and enrich Tencent data pool through data-sharing and strategic partnerships. We will also create high value database and create wisdom data service to meet the needs of all walks of life", said Zheng Xianglin.

Moreover, Zheng also indicated that such a healthy ecosystem couldn't be achieved only by Tencent and some major media agencies. On the one hand, Tencent needs to cooperate with more partners, which is also a future plan for Tencent; on the other hand, they hope industry peers could make joint efforts to build an integrated, efficient, and transparent advertising ecosystem.