The panelists discussed precision marketing and whether it is an effective strategy. Vincent Lee argued that precision marketing, using big data analysis and targeting consumers, can help achieve digital marketing and company growth goals. However, Ronnie Chen believed technology and creativity should be combined, not viewed as distinct, and used data from a camera brand to develop more creative campaigns. While precision marketing aims to target the right consumers, the challenges are a lack of data sharing between platforms in China and proving the value and return on investment of marketing strategies. Both panelists agreed that combining data insights with creativity can lead to better results, but developing quality products remains essential for long term success.

1. On-Stage discussion: Is precision Marketing a Pseudo-Proposition?
Panelist:
Vincent Lee, Columnist, CMO
Ronnie Chen, Partner/Head of Creative & Strategy Dept., MGCC
Vincent Lee: Choosing channels, display styles and the right time to
spread content are all about precision marketing, which includes big data
analysis, consumer profile and precision marketing system. All the
advertising systems, no matter the internal DMP or external DSP and we
also can get help form other advertising systems like original adverts,
purchased adverts, etc. The different advertising systems can affect the
results and determine whether the digital marketing and the company’s

2. growth can be achieved.
Ronnie Chen: I am in charge of Creative & Strategy Department, and I see
figures of precision marketing and big data more from a strategic and
creative perspective. So, I may discuss the topic from this view.
Vincent Lee: Some people think in this era of big data, technology is much
more important than the content. If we can use technology to reach our
target consumers, the technology can deliver any content. What do you
think about the view that technology outweighs creativity?
Ronnie Chen: I don't think technology and creativity are so distinct from
each other. One of our company’s strategies is integrating data with
creativity. I think they can be more powerful combining together. Actually,
precision marketing is not a new concept. There is precision in marketing
a long time ago. Marketing started with war theory and you can't fight
without knowing your target. Creativity focuses on studying the minds
behind laptop and cellphone screens; while technology can help us
observe consumers’ behavior on computers and cellphones. I believe
combining the two can achieve better result. Technology and creativity
are not contradicted with each other but can work together to create

3. more benefit.
Vincent Lee: Another point of view is that the data of different platforms
are not uniform. Tencent and Alibaba own over 80% of China’s
consumer data, which include locations, demographic behavior, browsing
and purchase history and other information like transferring, personal
finance. Even the remarks posted online can be collected via big data
technology. Therefore, precision marketing in China faces huge
challenges due to the lack of interoperability among different platforms.
Ronnie Chen: The big data of China just begin to develop and grow.
Drawing on the experience of Google can help to move forward. In
contemporary society, all the companies want to make a profit from big
data instead of using it to change marketing methods. We are lacking of
openness in mind revolution. One principle of Google is that everything
is open, so that to integrate different people’s ability to change the
world, change marketing and change the business. However, the data is
too valuable to share. After all, the companies could use the data to make
big fortune. Besides, there is “cheating” in precision marketing as many
monitoring companies and anti-monitor companies emerge at the same
time. This is the status quo of China’s big data marketing. I figure maybe

4. the industry need a company to consolidate all the data.
Vincent Lee: Can you share some examples of combining creativity and
data? How to better the creativity with data analysis?
Ronnie Chen: Here is a quite simple example. We used to work with a
camera brand specialized in making good selfies. Although I didn’t
really know about the young generation, we gathered data during the
process and use the data to guide our next step. As for redirection, if the
consumer has viewed the website before, he or she would be exposed to
the sale information. And we would analyze the individual’s browsing
behavior to generate creativity. One of the creativity was called “don’t
ask your boyfriend to take photos for you “and this one came from the
data we gathered. Moreover, we make customized products inspired by
online hot topics to do the e-commerce campaigns.
Vincent Lee: The results turn out good for the combination of creativity
and data. Another problem is how to prove the value of marketing? How
to balance the branding and sales?
Ronnie Chen: Marketing is complex. A company may only need one

5. department to sell just one kind of product and do the marketing on just
one channel. Why so? Because this product and this selected channel has
the highest ROI. In fact, the consumers’ decision process is also complex,
so that we need to set up data center to capture the decision process in
the digital environment. We can see the platforms that the consumers
has reached during different stages and determine how to affect them.
For instance, buying cars has long decision process. Consumers rarely
place orders directly. So we can start with making appointment for
customers to trial drive and then to follow up. However, the trial drive can
be quite expensive. I think precision marketing is for the wholes company
to think about at the business model level, not just the responsibility of
Marketing and Sales Department. It’s even more improper to make the
two departments stand against each other.
Vincent Lee: Speaking pf precision marketing, there are two key points.
One is precision. But 100% precision is difficult, maybe 50% precision is
not bad. Working with DSP, the data may come from a week ago or even
a month ago and a year ago. Besides, we are facing a big challenge that
dominant platforms lack interoperability.
The second one is marketing. Marketing requests return. We can

6. constantly talk about ROI. 5 years ago, all the companies were
enthusiastic about this model. But things are changing gradually.
Emerging e-commerce make many companies adjust their marketing
strategies. In this fast-changing time, branding is based on products. If
products are not good enough, branding makes no difference. The future
path may get tough for Coca Cola, since its core product remain
carbonated beverage. No matter the cooperation forms with the e-
commerce platforms, good product is the most important.