Those who chase Big data: Analyzing privacy or digging gold

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[It is obviously important to take advantage of large data to get business, but how to prevent the data from being overrun, exposed and exploited by rogue elements is a new subject that big data analysts must think about]

The big Data age is changing, subverting traditional business rules and people's spending habits.

Sneaker brand Nike has recently become a big data-marketing innovation company with a new product called Nike.

The so-called Nike, is a "Nike running shoes or wrist strap + sensor" products, through the wireless Nike+ipod mobile components and network to achieve information interoperability. As long as the wearer wears Nike running shoes, the ipod can store and display dates, times, distances, calorie consumption and total movement times, total distance of exercise and total calories. Athletes can also upload data to achieve competition, challenges, communication and other social functions.

With data uploaded by campaigners, Nike has successfully built the world's largest sports online community, with more than 5 million active users uploading data every day, and massive amounts of data also play an irreplaceable role in Nike's understanding of user habits, improved products, precision delivery and precision marketing.

This makes people exclaim: The big Data age has come. This may be why every traditional company is competing to become a technology company. If you can't keep up with the times, you will be eliminated.

But in reverse thinking, it would be a terrible thing if the consumer's daily itinerary was accurately recorded. One general worry is that you can't be sure that your privacy information is inadvertently leaked.

How much privacy will be dug up

Let's take a look at what Nike has got for Nike. According to several information from Nike, Nike has concluded that 1. In winter, Americans run more people than Africans and Europeans, but the time is short; 2. The average running time in the world is 35 minutes, 3. What is the favorite song for runners? In addition, Nike has a map of the runners ' most frequently assembled areas.

Of course, this information seems to have nothing to do with how much personal privacy pain. Other data companies have made some uncomfortable analyses.

A company in the United States uses large data analysis to present the income and asset levels of the population in a map format. By the red, green, blue, and purple dots, it shows what sections of people are often present. These data naturally bring a lot of benefits to the enterprise. "If our real estate developers get similar data, they can achieve more accurate business development." "In the recent exchange of Sea bank capital, well-known investors Shire this evaluation."

In order to gain business opportunities in the big Data age, Shire and Wang Yuquan founder of the Silver Business incubator, focusing on investment in social networking analysis and application companies. Currently, 16 start-up companies have been invested. These companies classify through social networking platforms such as micro-blogs and micro-letters, respectively, by analyzing what music friends like, what movies they enjoy, what they like, and then creating business models to get business opportunities.

This means that every single word that everyone says in social media such as Weibo is likely to be interpreted in detail. "For example, it otaku like to pay attention to Cang Jing empty microblogging." Through depth analysis, we can judge the reason why we like to pay attention to the emptiness of Cang Jing because of the previous downloading of the film. This is the analysis of potential user behavior. "But there is a question of revealing privacy," said a senior head of the bank's venture to the first financial daily. The question, Facebook's founder, Zuckerberg, had deliberately stressed before the IPO that, in his view, modest transparency meant a higher level of social tolerance. ”

Non-predictable business value

Whether data analysis can bring substantial customer growth to the enterprise. The answer is unknown, all can only be given to the future assessment.

While Nike has been hailed as a model for online marketing, Morgan Stanley's research shows that Nike's global future order growth slowed from 18% to 12% in the fourth quarter of 2012, especially in China, where orders growth was slashed from 20% to 2%. But Adidas, which is a direct rival to Nike, was very gratifying in the second quarter of 2012. Adidas's public data show that Adidas's sales in Greater China were 732 million euros, up 19% per cent year-on-year. Adidas forecasts annual net profit growth from 12%~17% to 15%~17%.

Most people in the industry are optimistic about the prospect of big data. Making full use of large data can help global personal positioning service providers add $100 billion trillion in revenue and help Europe's public sector manage to raise the value of $250 billion a year, the McKinsey Global Research Institute said in a 2011 issue of "Big Data: innovation, competition and productivity" in the next frontier area. Helping America's healthcare industry boost its output by $300 billion a year, and help us retail industry gain more than 60% of its net profit growth.

This allows many companies to bet the next wave of growth on big data, and global brands are sparing no effort to do the data collection and analysis work. Like the car company Honda. Honda Navigator is the original configuration of Honda, the navigation system accumulated large data, in Japan 2011 "3 11" Japan earthquake quickly after the reorganization, open to everyone. For the earthquake after the material, people's rescue provided a great help.

In China, some entrepreneurs also take big data as their entrepreneurial direction. Chi Meng Chuang is such a start-up company. The three founders are currently graduate and doctoral students in school. They created apps like friends by analyzing Weibo friends. "Weibo itself should be 50% functional to address social needs, however, the current social all by the micro-BO media, we did not complete statistics, the average user 90% of the micro-blog interaction is not more than 3, we may generally pay attention to celebrities, large, but the general public is the overall neglected. "co-founder Zhang Chuming told reporters that the big data came, micro-Bo open platform also came." Through open relational data, micro-blogging data, through deep excavation, we are fully capable of solving the problem of social not true, not deep.

It is reported that the company has already got the first investment of millions, for how to profit, entrepreneurs and investors are not worried. They believe that this is a relationship between tomorrow and the future of the bet. It's normal for a few years to be unprofitable.

Privacy protection becomes critical

In the background of large data, the proportion of guns lying in the increase. "For example, false academic qualifications, under the premise of large data analysis can hardly hide." By analyzing his best friend, I can tell who he is and what his colleagues are, and what level of people he interacts with. A related employee told reporters.

Mobile Internet, social networking, positioning system and large data analysis is getting worse today, mobile phone, navigator, computer, television, each electronic device may become the data record port, privacy protection has become the biggest problem.

"Big data breeds a lot of business, such as the U.S. Health department has estimated that if the current data are used, the equivalent of 3 million dollars a year income." "Tencent chief scientist Sun The big data at the 2012 software Conference. In spite of this, he argues, the question of how to ensure personalization and privacy in the process of commercialization is an opposing issue that presents great challenges to developers.

In China, there have been vicious incidents of criminal gangs kidnapping children by focusing on their parents ' microblog. In the United States, the Cloud Security Alliance (CSA) has also started to set up a large data working group that will work to find solutions for data center security and privacy issues.

Using large data to get business opportunities is clearly important, but how to prevent the data from being overrun, exposed and exploited by rogue elements is a new subject that big data analysts must think about.