Big Data era coming: Turn over the traditional industry and look for "merger Tide"

has now entered the big Data age, 90% of all information data in the world has been generated in the past two years, the largest data in two areas to show the most important value: first, to promote information consumption, accelerate economic restructuring and upgrading; second, pay attention to social livelihood, drive social management innovation-this is Baidu founder Robin Li in Zhongguancun, Introduction to large data development trends.





What is the big data? How much energy does it have to break through?





Shanghai News reporter through a large number of research and interviews with several companies and a number of industry experts, for you to uncover the mystery of large data.




The
card House, an ordinary soap opera, is popular with the public; the balance treasure, a common product but shocked an industry.





at the same time, banking, retail, media industry and other traditional industries have been "chill". This is a true portrayal of the unique scene of the big data age.





this year, this "bustling" behavior is more obvious: Alibaba 586 million U.S. dollar stake in Sina Weibo, Baidu acquisition of PPS, 91 assistants, China Strategy film and television acquisition of cotton culture media ...





back to see the industry itself, when things networking, cloud computing the Internet's hardware equipment, as the content of the Internet-large data debut, it became logical.





in fact, major internet giants and traditional companies are ploughing big data, they marvel, "This era changes too fast, when we have not awakened from the Internet of things, the big data era has come." "Recognizing that big data breeds great value, they are also acutely aware of the flip side of big data-churning industries."





Archie Art: Film and television industry chain due to large data quietly changed





Case




Every pause, fast-forward, or any comment on the video from the viewers in the video, the "data" inadvertently produced by the audience, is becoming a way for the
to extract data from the film industry. And it is these data, the impact of film and television drama from the early stage of the marketing of the whole industry chain.





Archie Art said, the big data age, the audience is no longer passive viewers, the production side of what to shoot, who to shoot, who to play, how to broadcast, will refer to the audience's objective preferences to statistical decisions. "You can say that, Archie or better than your boyfriend to know your preferences for video." ”





before, according to the best-selling literary works adapted film and television dramas have been proved to achieve better box office, but now, the film industry chain is due to large data and quietly changed.





Archie Art is the product of the great data age. Ge Gengzhi, dean of the company's Data Research institute, said to the Shanghai news agency Archie in the beginning of the creation, began to pay attention to the user data accumulation, after more than 3 years of massive data accumulation and Baidu data support, the company has established a comprehensive set of many user behavior of the Choroid atlas, such as user favorite subject matter, actors, directors, etc. These resources will undoubtedly play an important role in the location of film shooting.





in this context, Archie Art this year to use these data to film commercial micro-films, the inspiration is from the Big Data "guide" the best-selling American Play "card house."





"Big Data is affecting the film and television drama from the early stage to the marketing of the entire industrial chain. The audience is no longer passive viewers, the production side of what to shoot, who to shoot, who to play, how to broadcast, will refer to the audience's objective preferences to statistical decisions. "Ge Gengzhi The meaning of the big data for the film industry."





"At present, Archie Art will also apply large data to the copyright procurement, advertising, user film and television content recommended." Ge Gengzhi to reporters.





According to Introduction, July, Archie PC Client Comprehensive revision, the introduction of "thousand people thousand Face" personalized home page. Open the revised "Archie Art Video", users can be recommended for its customized page click to watch. "This is based on large data analysis of the algorithm recommended, at present, we recommend content for users more than 35% of the hit rate, recommended to bring more than 50% of the total volume of traffic, so to speak, Archie Art or more than your boyfriend know your preference for video." "Archie Art CTO Tang Xing said.





Archie This thanks to big data that brings innovative business models. Referring to the future data impact geometry, Ge Gengzhi that data has become an important commercial capital, cleverly used in data to inspire new products and new services.





Similar to the Archie art, the film "Small Time" has been greatly successful through the early precision marketing based on large data. At present, the video has set up its own data center for the future of accurate positioning of the film.





Ali: Big Data Control credit risk incipient





Case





people habitually believe that only banks can establish a credit system, but in the big data age, Internet companies use large data to control credit risk has emerged.





Alibaba, Taobao, cat these "Ali department" of the Electric business platform, in the field of deep electricity, recorded the various businesses, shop sales, credit records, customer flow, comments, commodity prices and inventory information. Through this model to obtain a large number of enterprises and consumer behavior data, and then establish a credit system to distinguish the credit rating, Ali small loan from this.





the banking system to evaluate such online businesses, most of them do not qualify for loans.





In addition to the film and television industry, large data in the financial industry is more intuitive use. Before Ali, he had to mention the American company Kabbage.





Kabbage is a company in the United States to provide financial credit services for online businesses, in April 2010, the main target customers are ebay, Amazon, PayPal and other electric dealers. The peculiar thing about it is that by acquiring information such as sales, credit histories, customer flows, reviews, commodity prices and inventories from companies such as ebay, and their interaction with customers on Facebook and Twitter, they are divided into different risk levels with data mining technology, In order to determine the amount of loans and loan interest levels, the risk is too high, the risk is proportional to the interest rate, and the loan amount is inversely proportional.





It is clear that most of these online businesses are not eligible for bank loans if they are judged by the banking system, but in the internet age, Kabbage's case illustrates the use of large amounts of data to support these small micro-enterprise credit rating systems.




This model of
Kabbage has also been successfully used in China, and Ali is one of the typical.





A public data is, as at the end of June 2013, Ali small loan set up more than 3 years, has accumulated for more than 320,000 electric business platform on the enterprise and the self-employed to provide financing, accumulated loans over 100 billion yuan. Data show that since 2010, Alibaba has set up a small, Ali, Chongqing Ali Little loans, initially only for 500,000 yuan of the following loans, loans to Alibaba's small and medium-sized enterprises.





"Most small micro-enterprises or self-employed because of unsecured, unsecured, combined with the small risk too large, are blocked by the bank." "The CEO of a small loan company said to reporters. However, Ali small loan is different, the borrower does not use to submit any collateral and security, by virtue of the enterprise's "credibility" of this resource, and the traditional bank loan model formed a sharp contrast.




Where does
credibility come from? These small micro-enterprises every day in Alibaba, Taobao, cat these platforms business, leaving behind including operating funds, information and other visitors to and from all kinds of data. Clearly, Ali knows the credibility of these businesses.





, the CEO of the small loan company, said that Ali's small loan actually used large data to achieve rapid credit approval, similar to the Kabbage offering credit services.





on this basis, Ali finance in the June 13 release balance treasure, just 2 months will shock the banking sector.





has such a large number of data, but also inseparable from Alibaba's core concept of customer service. Alibaba insiders to reporters frankly, how to serve good customers is the first choice. The data derived from this foundation is able to better serve customers.