Forward 2A Unit 1 Text 1

Forward 2A
Unit 1 Text 1
p. 4-5
How big data 大數據 improves 改善 online 網上 shopping 購物
by Jason King
When Amazon 亞瑪遜 first started selling books online, nobody 無人 was really 真的 sure 肯定
whether 究竟 people would 會 embrace 接受 buying goods over 透過 the internet. Today 今時今日, online
shopping has 已 become 成為 1acommonplace 平凡, and can buy almost 幾乎 1canything 任何東西 online.
In my opinion 據我看, it provides 提供 customers 顧客 with a far 遠遠 more 更 1bcustomized 客戶指定
shopping experience 經驗 than visiting 到 2bricks-and-mortal 實體 shops 店, thanks to the way 方法
e-commerce 電子商貿 sites 網址 collect 收集 and analyse 分析 information 資訊.
But how 如何? Well 嗯, 4cno matter 無論 what type 種類 of online shop you visit—whether it’s an
electronics shop, a jeweller’s 珠寶店, or a confectioner 糖果店—3they’re tracking 追踪 your every click 按掣.
This non-stop tracking of online behaviour 行為 allows 容許 e-commerce sites to collect more data than 多過
ever before 向來. This data may 可以 be 被 combined 結合 with 與 information collected from other sources
來源 such as social 社交 media 媒體 and search 搜索 engine 引擎 queries 查問 to create 創製 what’s
known as big data. 5Companies have realized 明白到 that if 若 they analyse this big data, they can discover 發
現 patterns 模式 and trends 趨勢 which help them formulate 作成 strategies 策略 to attract 吸引 the most
最多 customers and drives 催谷 sales 銷售.
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There are 有 several 幾種 ways that online businesses 行業 can use big data. One is to adapt 切合
their marketing 巿場 so that it matches 切合 customers’ specific 特定 4bpreference 喜好. For example,
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rather than 取代 sending 寄 out generic 一般 emails about 關於 new products 產品, a boutique 服裝店
can send out targeted 目楆 emails featuring 主力推銷 on-trend 時尚 items 項目 that match each
customer’s preferences. An online pharmacy 藥店 might 可以 recommend 推介 package 包 deals 好 of
dietary 飲食 supplements 補充 based on searches for specific health 健康 issues 問題. A cosmetics 化粧品
shop can recommend make-up 化粧 items 品 that are missing from your current 當下 collection 收藏. And if
a florist’s 花店 tracks your data it might email you with offers of gift baskets and bouquets 花束 7to coincide
切合 with special occasions 事件 in your calendar 日曆, like birthdays and anniversaries 週年紀念. I believe
想信 this kind of individualized 個人化 marketing 營銷 is a big step-up 超越 over traditional 傳統 blanket
一般 advertising as it means I waste less time deleting 刪除 irrelevant 無關重要 emails.
Online business may also optimize 效益化 their site design 設計 based on 基於 data about customers’
shopping habits 習慣 and preferences collected automatically 自動地 through various 不同 channels 渠道.
This is different 不同 from 於 the past 過去, when businesses had to approach 步向 customers directly 直接
to ask for feedback 回應—a 9lengthy 長 and cumbersome 麻煩 process. Now, if customers like or dislike
something, the data will show it. Having access to 接觸到 this knowledge 知識 allows businesses to be more
responsive 回應 to their customers’ needs 需要. For example, they may give their bestselling 最好賣 products
a more prominent 顯眼 position on their sites so that customers can find what they want in a way that is
faster and more efficient 有效.
Big data can also improve 改善 customer service 服務. As an example, I had an issue when I tried to
order contact 隱形 lenses 眼鏡 from an online optician’s 眼鏡店 for the first time 第一次. For some reason, I
couldn’t add anything to the shopping basket. I gave up 放棄 in 因 frustration 不安 and posted my
experience on social media, but lo and behold 看, that night 10I received 收 a message from the shop with a
link 連結 that took 帶 me directly to my basket, where I found exactly 正正 what I wanted to order. And I was
even 甚至 greeted 致意 with 以 a coupon 贈券 code 碼 for free 免 shipping 運費! 11That definitely 肯定
left 留 me with a favourable 良好 impression 印象 of the shop.
In my experience, big data has made shopping more personalized. 12I would rather 寧願 visit online
shops that tailor 度身訂造 my shopping experience to my specific 特定 needs that walk into shops that treat
理會 me exactly the same as every other customer.
1 According to paragraph 1, which of the following is NOT true about online shopping?
A It is not uncommon for people to shop online nowadays.
B Online shops can suit the needs of individual customers.
C People can buy a wide range of products online.
D None of the above
2 Find a word or phrase in paragraph 1 which has a similar meaning to ‘physical’.
bricks-and-mortal
3 According to paragraph 2, where does big data come from?
Big data comes from the customers.
4 T, F or NG
i) Some countries have laws about data tracking and big data. (NG)
ii) Most companies do not care about their customers’ preferences. ( F )
iii) Your data can be tracked even if you never shop online. ( F )
5 What does ‘them’ (line 16) refer to?
companies
6. In paragraph 3, the writer says that he dislikes _____.
A individualized marketing
B receiving emails that advertise blankets
C receiving emails that do not match his needs
D special occasions
7 How might a florist’s discover dates that are important to you, like birthdays and anniversaries?
They are the special occasions in the customers’ calendar.
8 What is the main idea of paragraph 3?
A how companies use big data to market products
B how florists take advantage of online tracking
C when different types of shops use big data
D why companies no longer use traditional marketing strategies
9 Find two words from paragraph 4 that show the writer’s negative attitude towards traditional ways of
collecting customers’ feedback.
lengthy and cumbersome
10 The optician’s helped the writer solve his problem by _____.
A offering him a coupon code
B offering him free shopping
C recommending a few items to him
D sending him a message with a special link
11 According to paragraph 5, how did the writer feel about his shopping experience at the online optician’s?
It gave him a favourable impression of the shop.
12 What is the writer’s attitude towards the use of big data in online shopping? Why?
He would rather visit online shops that tailor his shopping experience to his specific needs.
13 i) Some footwear companies let you customize your shoes—you can choose your colours and
even add your names on them. (paragraph 1)
ii) The shop was so busy that all the staff were serving customers non-stop . (paragraph 2)
iii) The stationery shop’s sale was timed to match with the start of school. (paragraph 3)
iv) Online shopping enables people to shop quickly and directly . (paragraph 4)
v) The department store’s new layout has been personalized for younger shoppers. (paragraph
6)

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