Big Data Age: Test the boss new thinking

1 billion PCs, 4 billion mobile phones, countless internet terminals. Every moment, we are thousands of millions of intangible data through the body. Some people say that the world is a huge database in the Internet age. Social networking sites, shopping channels, data warehousing Everyone is actually a data, similar to "height and weight hobby maturity social circle" and so on the concept of living people, can be defined and expressed by data transmission terminals. Data is no longer a cold statistic, but a life of precision.

Countless facts can be deduced, in the future, data will become one of the largest trading commodities. This is also a derivative inference in the recent "Big data" concept.

Large data Yun Yu business opportunities

Large data is often confused with the jargon of "massive data", but English can intuitively see the difference. The English name for large data is big, and large data is very SCM. What's the difference? The meaning of SCM is only the objective volume, while big contains the amount of value. How to determine the value of a "big data"? For example, we are familiar with the data Taobao, if only record a transaction of buyers, sellers, transactions and prices of goods and other information, then the commercial value is very limited. However, in fact, Taobao contains the seller's buyers of the social relationship between buyers and sellers before and after the other behavior, then the value of this data is very large.

A decade in the Internet industry predecessors summed up, only three-dimensional, structural strong data, can be called large data, have value, otherwise can only call large-scale data.

So, what's the connection between big data and our lives? What kind of business opportunities are there?

Some people may feel that this concept is too abstract and professional, in fact, and we are closely related. For example, you in a good doctor network such a website will be the doctor's information, outpatient information are digitized; for example, micro-blog, the interview program and friends to chat the behavior of the digitization of this in the professional terminology is called "strong relationship to generate information digitization." Even video surveillance probes are digitized data.

Sensitive people have sniffed out some business opportunities. Yes, when individual learning work and life can be defined by data, large data becomes a potential business opportunity. In particular, the prosperity of social networks, the enthusiasm of interactive behavior, but also to allow people's emotions, personality and preferences can become specific data analysis.

If one of the data is a record of how tall every tree in the world is each year, the researchers say, such data are not valuable because they are simply piling up. However, if it becomes a record of the location of each tree, climatic conditions, tree species, age, the surrounding animal and plant ecology, the height of the annual high, this data has a structural. The structure of the data first has a strong research value, followed by a very strong commercial value.

The data of the tree is so, the data of the record person, the natural value is higher. Assume a user's long-term whereabouts data, such as surfing the Internet, read and write operations. So the person can be very accurate to predict, so the various recommendations for his work can be very accurate.

Data industry chain who can share the soup

So who can get a piece of the whole industry chain around the data?

A large number of living data and the acquisition of a large number of transaction data, this opportunity basically belongs to Sina Weibo, Taobao and other such large enterprises such as jingdong, small enterprises have no chance to independently obtain these user data. When the data is pooled, the immediate problem is storage, which is very costly, the original data cannot be deleted and needs to be retained. As a result, companies that provide storage devices, the companies that perform the role of storage, have huge market opportunities, and most of these opportunities are held by early entrepreneurs. After storing the data, it becomes very important to distribute the data, at this time, various APIs and various open platforms, provide follow-up mining and analysis of the company, there is a unique resource, but to make use of these resources need to have a large capital investment, not suitable for small companies.

The last remaining value added services. This is also the data from "SCM" to "big" to live up to the key step. Data mining and analysis makes it valuable. And it is this vast number of possible excavation work, so that many small companies and small groups to emerge, the data behavior into a business behavior, resulting in countless types of service possibilities.

The earliest stories about big data, for example, are known in the industry as target, the second-largest supermarket in the United States. Pregnant women are their high gold customer base. Department stores have everything they need, but pregnant women tend to choose to go to a special maternity store to buy things. Target is thinking about how to retain this segment of the customer from the hands of the maternity products store. The key is to catch up with all the retailers before they know which customer is pregnant, so the marketing department can send them a tailored maternity promotion early to delineate valuable customer resources. However, no one will tell you the privacy of her pregnancy, and the store has missed out on this part of the customer base when it can be judged. So how to identify and seize this part of the client in the early pregnancy has become the key to success or failure.

In response to this situation, the Customer data analysis Department has established a data model to model the customer's consumption data of the meeting registration form, it soon found that many pregnant women will buy many large packaged fragrance-free hand creams at the beginning of the 2nd gestation period, and will also buy a large amount of calcium, magnesium, and other supplements during the first 20 weeks of pregnancy. Zinc, such as good storage tablets and other health care products. So they selected 25 typical commodity consumption data to build a "pregnancy prediction index", through this index, the mall in a very small margin of error to predict the customer's pregnancy, and then targeted very early to send pregnant women preferential ads to customers.

Interestingly, this consumer group does not know that they are virtually "marketing" of the data. Because the market will be pregnant with the preferential ads for maternity goods in a large number of other items in the pregnancy is not related to the ads, customers do not know that the mall has been aware of her pregnancy. In this way, the new advertising marketing scheme, based on the large data model, has shown an explosive increase in target pregnancy supplies sales. From 2002 to 2010, target sales rose from 44 billion U.S. dollars to 67 billion dollars.

As we can imagine, many pregnant women have become loyal target users without even noticing, and many of the maternity products stores have gone bankrupt. This kind of quietly marketing customers, quietly to the death of competitors, the way is a big data marketing strategy.

"Data boss" test experience and vision

The era of big data marketing inevitably came. Globalization today, China's market is also in the era of large data transformation. For example, the domestic network advertising, is moving from the traditional group-oriented marketing to individual customization, personalized marketing, buyers also from the flow of purchase to the crowd to buy. Although the market environment is not very good, but the ability to have data mining companies have been favored by the capital. More and more startups are entering this field, and different companies are creating new business models in different dimensions of data analysis and service. On the one hand, large data mining and analysis based on social media will derive many applications, on the other hand, the marketing consulting service based on data analysis is also emerging.

Internet entrepreneur Ishan told reporters that as a "data boss", how to make the data into customer needs "dishes" and packaged to end up, is a constant challenge. "Just like when cooking the heat, taste, different ingredients, you have to according to your guests preferences, and constantly use the hands of the ingredients to arrange the mix." The process is very flexible and very large. The test is not only experience, but also vision. "Ishan said.

On the other hand, as customers of these companies, they can also use large data for internal mining, such as target modeling, focus on optimization, study how to reduce marketing costs, where can increase sales rate, where the new profit points and so on. "People may lie when they research, but the data only tell the truth. "Ishan deep experience. He has recently been very immersed in the study of factory groups after work consumption patterns, he has talked about the workers to marketing a medium-sized enterprise, which will be his latest year in a project research, modeling success, will probably bring him 15% of business growth.

"For most people, the social networks they visit every day, the games they play, the micro-letters they talk about are entertainment, but for us, it's all gold slag, and buying and selling raw data is the lowest." It is the marketing of the data age to collect and classify the research, then make a targeted plan and then sell it to the enterprise that needs it. "Senior network sales Li Wenke told reporters. His data company, which has grown 20% this year, and some of its smaller data companies are starting to become their clients, seems to be unstoppable in the new marketing strategy of the big Data age.

But there is also the sound of worry. Ours founder Qin said: "The big data age is inevitable, from the energy point of view, it is a very luxurious cost, from the marketing point of view, will stimulate more accurate application, from various fields of study, the specimens will be more scientific and more." But at the same time it is also more likely to make people crazy, because the speed is too fast, we accept the amount of information is too large. As for the transformation of traditional marketing and new entrepreneurial opportunities, rather than business opportunities, rather than more easily let people be data and information coercion, I myself in large data sense to increasingly lack of privacy and security. ”

A professor at the computer department at Tsinghua University argues that the value of large data is meant to be the most commercially available value through data sharing and overlapping. And this kind of data cross multiplexing will turn large data into a big industry.

It can be imagined that after the industry and business opportunities, our surrounding environment will form a cohesive, airtight and no trace of data marketing network, as long as you are in this terminal will not be spared. Huge and immeasurable commercial value will be tapped, but at the same time, "The Age of marketing" may really be coming.

(Responsible editor: The good of the Legacy)