Don't worry, friend.

Today, I saw an article on the Tiger sniffing web-the notion of being played bad: does a micro-trust-circle AD really use big data? , in the article, through a combination of large data analysis of several models to conclude that this push is not a strict sense of large data behavior. And then it's about what it does if it's really a big data action. The article concludes: In this advertising push, the display of large data application is not in place, it is a pity.

In fact, my personal research and speculation, the micro-letter friend Circle advertising push, and did not rely on large data for directional push, but the random generation of users received which advertisement, nothing more.

With regard to the use of large data, and micro-letter has no such ability or large data recommendation system algorithm is perfect, no relationship, there are more far-reaching considerations.

To say that micro-letters do not have the ability to operate large data, it is almost impossible to know that in the current micro-letter version of the use of large data, and very successful. That is, after getting the chat keyword, the screen has been programmed to fall out of the animation. From the initial input "Happy Birthday" drop cake, to later more intelligent input "beer fried chicken", drop snowflakes, in fact, this is a micro-letter for large data analysis and processing cases.

The key factor in the fact that the micro-letter is not using large data is that: because the micro-letter positioning base on the social interaction between acquaintances, the circle of Friends has a high degree of privacy, once the use of large data, combined with the user of the content of a friend to carry out the analysis of the push, is undoubtedly challenging the user's personal privacy, This is fatal to a highly personal instant messaging tool.

In the 2010, when the micro-letters were not born, Qihoo 360 and Tencent, has erupted in the industry known as the "3Q war", although eventually Tencent won the final victory, but at that time, by virtue of Qihoo 360 announced, "a software" without the user permission to spy on the user's personal privacy documents and data, caused the Netizen to QQ client's worry and panic. After Tencent announced a difficult decision, the decline of QQ online users and the increase in MSN users, can be seen, compared to other areas, in the social field, users are more concerned about personal privacy. So while Tencent eventually won the lawsuit, it was suffering from personal privacy, perhaps one of the original intentions of Tencent's choice to develop a new Instant messaging tool on the mobile side.

In addition to the pain of Tencent's own eating, Sina micro-broad data analysis push the flow of information advertising failure, but also a precedent. Alibaba shares in Sina Weibo, in Sina Weibo added information flow ads and Web pages floating ads, the content is based on Taobao, Cat and other electronic platform input search keywords for similar push. Think of a scene, in the evening, your girlfriend or wife use your computer on the electric business platform, intend to buy underwear, the result of the next day, when you open micro-blog in the company, happened to your colleagues passing by to see your computer, found ads are about underwear, the scene, think about also drunk.

Therefore, based on their own lessons and micro-blog in front of the case, micro-letter in the circle of friends push, naturally dare not blindly use after large data analysis of advertising push. Although at present, the micro-letter active users and user stickiness in social software belong to a single large, but after the pursuit of Chase, once the micro-letter in the privacy of users make mistakes, that even left to the micro-letter to make up for the time and opportunity may not be.

At present, the reason why the advertising of micro-trust friends is so fire, more is the phenomenon-level things, but also in the micro-letter in the choice of advertising, (temporary) and did not choose a product advertising, but more is the promotion of product concepts and corporate culture, for users, than direct push products, to soften some, in addition, the appearance of advertising , whether content or quality, are relatively high, coupled with the first micro-letter information flow advertising push, so, has been more attention and hot discussion.

As I have published in an article in which the micro-letters were chosen in the right direction, but the wrong way "mentioned, the degree of privatization of the circle of friends is too high, micro-trust Friends Circle Commercial Road, itself has chosen a more dangerous road, once the wrong, touched the user's personal privacy, it is fatal to the micro-letter.