Are you ready? Using cognitive analysis platform to dig bokhary data

IBM Global Business Consulting Services Guo Shuyong

As for big data, everyone talks about it and wants to try it, but few people know what big data is like.

The advent of the great data age, which has been the result of decades of technology accumulation in the world, has rapidly penetrated all industries in the last two or three years. Compared with the internet bubble more than 10 years ago, the development trend of large data is more practical, closely related to business, and the profit model is clearer. The industry has almost unanimously agreed that changes in the industry, driven by big data, will have a destabilizing effect on the competitive model of enterprises. On the other hand, there are still few business cases where companies really use large data to analyze and gain value.

During the World Cup, IBM and Tencent launched a new model of media coverage based on social data analysis, in this collaboration, using IBM Social data technology, Tencent has implemented a large data analysis of information on social media platforms such as Weibo, creating a new, more vivid, and More personalized coverage of World Cup events has achieved a new experience in the tournament.

But the case is only a part of the big data technology and capabilities, and the value of social data analysis is much more than that. The commercial value of large data also needs to be understood from a broader perspective.

Large data contains great value

First, why is big data analysis so important?

This is because our entire social life model, consumption patterns are constantly changing: as of the end of June 2013, the number of Chinese Internet users reached 591 million, compared to the end of 2012 increase of 26.56 million people. Mobile Internet users up to 464 million, netizens use mobile phone users to increase the proportion of people in the network to 78.5%; Instant Messaging coverage in the internet reached 86.9%, including micro-credit coverage of 61.9%, social networking sites (including QQ space) coverage of 60.7%, microblogging coverage of 55.4%.

The data show that social media has become the largest database for companies looking for client resources and the main way to collect feedback and disseminate market information. These seemingly random and disorderly social data, in fact, contains infinite value, is the future profit source of the enterprise.

Customer life and consumption patterns are changing, and every business is looking for new technologies and capabilities in this huge change, hoping to seize the chance of success in the wave of big data changes. Happily, China's CMO has become aware of the huge changes in marketing management in the future and has begun to prepare for investment/integration technology and analysis.

In an annual survey conducted by IBM, China's CMO listed 13 factors that could have an impact on corporate marketing management, with the "Data explosion" ranking first, accounting for 85%; the second factor was "social media", which accounted for 75% of the ratio. The research also shows that CMO, 70% of CMO, believes that "technology investment" is the top priority in coping with the challenges of big data, in response to data explosions and changes that social media are willing to make.

Customized large data analysis for industry

So how do companies invest in technology?

Social data should provide the enterprise with the customer lifecycle support in the social environment, from the initial understanding of the customer, to understand the beginning of the market, and then affect the product design and service process improvement, and penetrate the sales link, and ultimately retain the old customers and pull new customers. So we see that large data applications of the enterprise should be a closed loop process, and need to provide customized solutions for different industry characteristics.

We first need to understand the customer's industry application characteristics, understand the customer's expectations and needs for large data analysis, comb the frame structure of large data analysis, classify and analyze data sources, let the engine of data analysis understand the potential value of this information and its underlying values, and set up a model of large data analysis for different customer needs. Such a large data analysis framework can truly adapt to different industries personalized needs.

From a technical point of view, Brazil's World Cup is a World Cup that runs on data. In the Internet age, users create a huge amount of information through mobile terminals in social media, and IBM and Tencent make full use of the vast social information around them, understand and detonate the audience's focus, and interpret them from the media's point of view. This mode of reporting is not just Tencent's patent, but in more sporting events, social data are being used more fully. IBM has been attached to sports for several decades, and participated in supporting the Olympic Games, four grand Slam tennis events and many other sports events reported. There has been a great change in the reporting and dissemination of sports events today, including three points:

One, facing the audience more subdivision. The audience today is no longer an abstract group of people, but a certain kind of elephant, or even a certain person. Just like in the Tencent World Cup, we draw a different personality image for each star fan, the media needs to understand each person's characteristics and preferences, and to carry out targeted dissemination. Therefore, each audience's individual needs to be audible and receive corresponding feedback.

Second, get the real voice. The media have long wanted to know about the audience's feedback, but it is important that the feedback is real. The traditional market research often has certain limitation, the sampling quantity is limited, also does not be able to reflect the audience most direct idea and the viewpoint. Social data platforms are a good complement to this, and each audience is free to spit on a social platform or praise the performance of a certain star, which is the most authentic expression of ideas and emotions, and therefore extremely valuable.

Third, from one-way communication to two-way interaction. For the media, 5 million viewers and 5 million active interactive audience is very different, these active interactive groups can promote the media two times, strengthen the influence of the media, and then help the media industry to promote their income, sales and follow-up development.

Big data not only drives the media industry to change, but more industries change in this big data wave. For example, in the FMCG industry, when customers buy a drink, whether it is like the taste of beverages, or packaging fashion sense, or more emphasis on low heat health factors, the beverage suppliers is very valuable information. Social media platform provides the broadest sample of people and the most authentic user feedback, through social data analysis, beverage suppliers understand the reasons behind the user's purchase of beverages, they can adjust the product positioning, the introduction of products suitable for the target consumers.

In the aviation industry, aviation entrepreneurs often involve huge cost investment, a route opened, even if only more than 30 people ride, must take off on time. By analyzing young people's vacations, tourist hotspots, and preference preferences through social data, it is possible to judge the benefits of aviation after a route is opened, and to offer customized services for different holiday groups, such as young couples and mature families.

Tailored to the needs of different industries, IBM provides a strong data support team to help customers apply large data analysis, such as the IBM Research team on Watson's cognitive computing has a deep grasp of how to learn through Watson's cognitive computing platform for customer emotion, personality and behavior analysis; BM Global IT Services team provides strong support for large data infrastructures based on the SoftLayer cloud computing platform; IBM Global Business Consulting team has many years of industry service experience, with in-depth understanding of media, transportation, retail, finance, telecom and other core business. To help customers from their own needs, to develop a reasonable large data implementation strategy. The combination of these forces makes the value of large data truly free.

The prospects for large data applications are far more than that. With the advancement of information technology and the continuous improvement of computing and storage capabilities, mining these large data mines will become a more common and necessary means of commercial competition. The data will become the strategic assets that the enterprise makes bigger and stronger, and even promote the merging of industry. For the country, the data resources and the utilization level of the data resources are the important component of the comprehensive national strength of a country, and become another kind of national core assets besides land, sea and air rights.