Five shifts in the big data age

The Internet's center of gravity is moving towards mobile interconnection, and the rapid popularization of various new kinds of intelligent mobile devices brings about huge data explosion. So everyone is talking about big data, everybody wants to use big data. But do you really know big data? What is the current industry situation?

In fact, large data is just a reference, and its form is a data cloud. As Dcci founder Yanping said, the key is to make data flow the core of business and marketing activities based on real-time perception, analysis, dialogue, and service capabilities. How to make these big data better for products or marketing services, to understand the large data age of the industry's ecological necessity.

Dcci Internet Data Center in today's Adworld2012 Interactive marketing conference summed up such a few changes, we can combine their published data report together to see.

As of June 2012, there were 538 million netizens in China, of which mobile internet users reached 388 million. We also have a set of data on the three mobile intelligent operating systems:

A large number of intelligent mobile device access network, mobile application explosive growth of data mining needs highlighted. The combination of mobile internet and traditional Internet becomes the key point of all media, but it is the precondition of large data realization.

Let's look at another set of data:

What is the commercial value of such a large amount of data? How to dig out these valuable data? In fact, in large data, the structure of data stored in the database accounted for only 10%, mail, video, microblogging, posts, page clicks, and so a large number of unstructured data occupy another 90%. How to dig out more valuable content from these big data related to user behavior, it is worthwhile for the entrepreneur to think and explore, and also bring more opportunities to the data analysis and mining industry.

From the traditional internet to mobile internet, people produce more and more data. At the same time, the birth of Google Glass gives us reason to believe that everyone will produce more data in the future. But if the data is simply stored, it has no value in itself.

As mentioned earlier, the data structure is more diverse, with more than half of the image, video and documentation. Data show that the growth rate of unstructured data, such as emails, videos, tweets, posts, phone calls, web clicks, is up to 80% per year. A large number of user behavior information is recorded in these data, Internet marketing will be based on behavioral analysis, the transition to personalized era.

RTB is the "real-time crowd bidding", and it is the network advertisement trading mode which has arisen in the United States in recent years. The model is widely used in the world as soon as it appears, and 2/3 of the digital advertising distributors in Europe and America are using RTB mode. At the same time, Google DoubleClick executives believe that by 2015 more than 50% of the display ads through the RTB model.

Dcci provided data showing that China has more than 2.3 million websites, web pages exceeding 86.6 billion, mobile applications more than 1.35 million. From this, it can be foreseen that the domestic network will be widely launched from the traditional group-oriented marketing to personalized marketing, from the flow of purchase to the crowd to buy. In other words, the future market will be more people-centric, proactive to meet user needs.

(Responsible editor: Lu Guang)