5 Stories tell you what "Big Data"

Today, large data is used to describe and define the vast amount of data generated by the era of information explosion, while the potential value of large data exists in the analysis and excavation of data. In the clutter of the vast number of data behind, the expression of Internet users in daily life what kind of feeling and emotion? Some leading agencies have tried to tap into the value of large data, a case that has emerged in society.

It's a big problem to listen to music when you run a story.

Nike, one of the world's largest sporting-brand companies, posted two messages on its official web site: "In the winter, Americans prefer the sport of running to Europeans and Africans, but the average American runs shorter lengths and times than Europeans." "So Nike plans to do a different product division in different market areas, and the design of the sneakers is adjusted independently according to the region's differences." In addition, "the average running time for runners in the world is 35 minutes per person." At the same time, in the running to listen to the music, on-demand rate is the Black Eyed Peas "Pump it". The details of time and song can directly affect Nike's new ideas for next-stage marketing.

Parsing: Data value in Motion

Nike's success and market independence comes from data mining for its own products and consumers. As early as 2006, Nike collaborated with Apple in releasing Nikeplus products and platforms bundled with ipods. Through a transducer system in the sneakers, the user's data on the run will be recorded in the Nike Global database, with real-time data updates on the nikeplus.com, users who know their running mileage, calories and path, and can share and focus on their friends ' progress. This innovation has not only turned Nikeplus into a sports enthusiast's Facebook, but Nike has also successfully built the world's largest sports-related online community (more than 5 million active registered users, uploading more than billions of kilometres and tens of billions of calories).

Story two know their children better than parents

In early 2012, an American man broke into a supermarket near his home. The man shouted to the shop manager, "You gave my daughter a baby diaper and a baby stroller coupon, she's only 17 years old!" The store manager did not know what had happened and apologized to the person immediately, indicating that it was a misunderstanding. However, the manager did not realize that the company was running a large data system. One months later, the angry father telephoned to apologize, because the supermarket's baby supplies promotional ads is not a mistake, his daughter is indeed pregnant.

Parsing: Data Tracking customer needs

The value of large data has long been used in American retailing, with Tesco (Tesco), the world's second-largest retailer, to have a full understanding of what a user is a "category" of customers and to conduct a series of business activities based on these classifications. For example, create a model of how women's buying behavior changes during pregnancy, not only that, if users buy baby supplies from their stores, they will be regularly pushed into the next few years by the baby's growth cycle, giving these customers a long-term loyalty. Such applications have become commonplace in the international retail industry giants. The power of data not only allows businesses to improve their own performance, but also let customers pay for it willingly.

Story 30% for earthquake Rescue heroes

In the 2010 earthquake in Haiti, the Haitian people scattered all over the country, because the local communication itself is not developed, aid agencies in order to find out where to provide aid to the rush. Traditionally, they have been able to find people in need of assistance only by flying over the area or rushing to the site. On the other side, Ushahidi (an independent information analysis platform) announced the mobile phone SMS emergency help number on the radio, and received thousands of information about the trapped person. A large number of Haitian-Americans scattered across the United States have translated the message and labeled it on a "crisis map." Ushahidi volunteers sent an instant message to the Haitian Coast Guard to tell them where they were, and eventually they succeeded in rescuing the locals.

Parsing: Data Saving lives

The hero of life. It is an open source data analysis platform from Kenya, East Africa, which has been collecting and tracking SMS reports on riots, refugees, rapes, deaths, and--ushahidi the events on the map according to the location provided by the speakers, and analyzing the locations of the events frequently Thus forecasting and strengthening control. Compared to news reports and disaster response teams, Ushahidi can gather more evidence in a shorter period of time, based on accurate geographic positioning of data analysis and implementation of rescue plans through real-time, changing map information, with only the most sober and rational data in the face of disasters.

Story four find the signs of attempted crime

The Secure Alert Surveillance Center, based in Utah State, United States, once found a California parole person at the same junction at around 2 o'clock in the afternoon every day. Further investigations revealed that the junction was a school bus stop. This is supposed to be a place where students congregate, and there are no other public facilities around, and the crowd is scarce. The company then escalated the situation to a higher level and notified the local police Department of the report to prepare for it. In the end, when the parole officer tried to abduct a student, the plainclothes police directly arrested him, and several months of trail-tracking became a powerful proof of the courtroom.

Parsing: Using data to defend against crime

Secure Alert is actually a provider of positioning technology, and the company is working to enhance the system's predictive power by automating the process of monitoring and geo-investigation. In fact, Secure alert provides a built-in positioning function of the foot ring, which is used to track pre-trial defendants, parole criminals and probation criminals. The technology enables police and courts to track and monitor criminals in real time, helping law enforcers predict criminal behavior in advance. This predictive service of Secure alert, which is not complex, is complicated by the collection and pattern of similar data and the analysis of modus operandi and methods so that the unusual patterns of criminal activity can be detected at any time.

Story five predicts stock market through network sentiment

A British foreign exchange trader, Paul Hotting, inspired by 3 information professors, then teamed up with them to launch a hedge fund Derwent Capital, which uses Twitter to predict stock movements, and boldly pledged to The company's trading strategy yields an annual return of 15% to 20%. Such ambition stems from the success of the company's testing efficiency, and they can be used to predict the changes in the Dow Jones Industrial Index to some extent through the emotional words of Twitter. The results suggest that mood changes on the web will affect the index after 2-6 days, and the researchers say that makes them predict a 87.6% success rate.

Parsing: When data mining is in progress

The founders of Derwent were not the first to use Twitter predictions. The microblogging site, which now has a whopping 200 million user groups, has long been used to predict many things from the movie box office to the US and British elections. And Derwent Company uses computer program, every day through to 300 million tweets sampling, crawl for example "I feel", "I think", "Let me Feel" and so on expression investor and public sentiment of statement analysis, induction, and then make inference. Although their trials have yet to be validated, the value of large data mining has become a scientific heat flow that cannot be underestimated.

(editor: Heritage)