Big data to knock at the door

"Big Data" fire. It suddenly becomes the most serious challenge and the most valuable resource of enterprise in the new IT era, some enterprises benefit from it, but at present all are still in the exploratory stage

On December 11, 2012, Gold, a map of the mobile phone, brought a bright glow to the Chinese concept stocks shrouded in the SEC's accusations of gloom, with a 10.03% rise in the price of a "map social platform" announced with Sina Weibo.

Facing the enthusiasm of the capital market, the vice president of the German army said to reporters that this benefit from the Sina Weibo based on the relationship between the big data and the big map based on the location of the large data fusion, "popularity plus the atmosphere is equal to wealth." ”

The use of large data to create business value has become the IT industry's new source of power.

Beneficiary, Gould.

One of the hot words of the 2012 is undoubtedly large data.

According to a study by IBM, the information generated over the past two years accounts for 90% of the total human history information. You visit a Web page, publish a tweet, take a picture, search for a keyword that will be recorded, and become a member of the mass of data. The rise of social media has contributed to the surge in data volumes. IBM Global Vice president and software group Greater China General manager Hu Shizhong said that large data has become the new it era of enterprises the most serious challenges and the most valuable resources.

Gould was the first beneficiary of large data resources. As of the third quarter of 2012, the gold map in the China Mobile phone map Cumulative account market rankings, with a 25.9% share of the top, by the end of 2012, the German estimated to have nearly 100 million users. The sheer volume of user searches provides a larger source of information for a gold map than its own field data collection. "Mainly includes content and log two parts." On the one hand, users will upload some data, but the number is not much, on the other hand, the user's internet behavior will be recorded in the background. Chen, vice president of high technology, said to reporters, "these data are worth digging." ”

"Through large data analysis, on the one hand, to improve the user experience of the map itself, on the other hand for the future based on accurate placement of the ads, including commercial location is also helpful." Chen to reporters. High-gold maps are exposed to big data consolidation ambitions.

Goldman Sachs, in its new research report, said it was bullish on the prospect of gold, keeping its target share price and the "buy" rating unchanged.

Growing markets

In fact, in China, large data has just been treated as a novelty, when the foreign countries have already appeared more mature application of large data cases. According to previous media reports, the United States parity retail business market target (target) through the analysis of the purchase behavior of female consumers, developed a set of pregnancy prediction Model-The model lists pregnant women most likely to buy 25 products, based on women's consumption behavior, calculate their pregnancy prediction scores. For example, when a woman turns to buying a fragrance-free lotion, or starts to buy supplements such as folic acid, calcium tablets, magnesium, and zinc, they are bold enough to speculate that the woman may be pregnant. If a female consumer is found to be pregnant, Target will send a promotional advertisement for the product immediately. At the same time, Target will analyze which of these women usually go shopping on the day of the week, so that they can send the flyer before the previous one.

Examples of this are numerous. McDonald's uses large data mining for commercial sites; Amazon can sell 79.2 of items a second by tracking users ' browsing records and buying behavior; the lack of Facebook's own business model does not affect the value of the vast amount of data released by its 850 million users ... The data have even been used to help the Obama campaign, which has created a data analysis unit five times times the size of the 2008 campaign. The analysis shows that the film star George Clooney is very attractive to women aged 40 to 49 on the West coast of the United States. They are the most likely to pay for dinner with Clooney and Obama in Hollywood. In the end, Mr Clooney raised millions of dollars in campaign money at his own fund-raising dinner.

Meanwhile, China's emerging global companies, such as Huawei and Haier, are using a wide variety of data to define implicit buying behavior and market trends.

"The difference between big data analysis and previous data analysis is that large data analysis relies on data to drive business processes." Another difference is that the data source is different, large data in addition to traditional methods, more rely on the extranet, such as social media, mobile terminals to obtain. Some of the information previously considered useless may bring some value. "The manufacturing, retail, banking, tourism, and so on, are also looking at the big data in varying degrees, especially the electricity business," said Sun Pelin, an analyst at Analysys. ”

Taobao, Jingdong and other E-commerce enterprises, must use more complex large data analysis to ensure operations. "In the area of E-commerce, there is a lot of reliance on data-directed operations." "Li Jongwei, president of the company, said to reporters that as a supplier of software and services for domestic electric enterprises, Shanghai Merchants Party has a certain right of discourse in the application of large data." "The current launch of the application basically serves two directions, customer system stability and operational efficiency." Through real-time monitoring of the data to create a visual environment, and further presented to the consumer level, to enhance the transaction price and product recommendation accuracy. ”

Exploration period

But while all this looks beautiful, it is still only at the stage of exploration in China.

Xi Army frankly, the current gold map more stay in the tool use stage, the user actively give the sharing of information is limited. And Sina Weibo through the product, data, cloud Platform and API, and other aspects of the cooperation, happened to be able to remedy such defects. "Someone is angry, can increase the user stickiness." User-shared microblogging can be integrated into a poi point of the high-German map, no longer only static information. ”

On the other hand, because the map based on the characteristics of location search, he hopes that through the opening of the enterprise Membership system, businesses on the map to claim their location, establish a POI interface to publish more comprehensive information. "If you open blue V on Sina Weibo, you can play the value of two media interactive campaigns," he said. ”

Integrated vertical area of the O2O Enterprise to make one-stop simple entrance, is a vision of the big data applications. According to the XI army revealed that, in addition to the marriage with Sina Weibo, the gold map has recently and a well-known domestic service class reviews website to reach cooperation intention. "Their huge business data is of interest to us, and the Gold map search allows us to work together to provide services to offline entities," he said. "In this way, the gold map to help users find location, micro-blog and comment on the site to provide information to help users make choices, and finally through user sharing to get more information data." ”

"Big mature companies have started to move, but most of the domestic companies are still on the sidelines." On the one hand, the awareness of domestic enterprises is not enough, on the other hand, data sharing involves data security and enterprise Core secrets. "Sun Pelin believes that the leading IT companies need to educate the market.