How big Data "landed"

IDC, a world-renowned research firm, predicts that global data will reach 40ZB by 2020, meaning that it will have more than 10 500G hard drives per person. How do you know how to use the big, confusing data? What is the role of the change in journalism and publishing? September 6, the "Summit of Cross-border Innovations in the large data age content industry" was held in Beijing to promote the application of large data technology in the news publishing industry.

Situation

"Ten Moves" and "denial"

"Ten Moves is refused", is the network language, refers to is very moved, excited, has the enthusiasm, then--but refused. Liu Jiulu, vice president and editor-in-chief of the Electronics publishing industry, said that the traditional media and publishers ' attitude towards big data was a bit of a "ten-move Refusal".

That said, many people may feel wronged-"big data, we have been doing it." "In fact, for large data, everyone knows, but their understanding of the deviation is" a basket.

In this respect, Guo Kanzhong, a senior economist at the National Administration College, who has spent years in traditional media, has deep feelings. He believes that the traditional media in the big Data transformation in the time there are 3 major misunderstandings: The first myth is that only large data as a tool and means, and such thinking will lead to failure; the second misconception is the digitization of data, such as the content of the paper to the Internet, it is considered to be data; The third misconception is the visualization of the news as a data, after all, this is only the initial form of data.

Perhaps it is precisely because of the above reasons, to find one or two domestic traditional media, publishing institutions "play" Big data cases, absolutely need to rack their brains-although everyone claims to have to force big data.

Even more frightening is that when traditional media have not really and big data become "friends", the big data to some extent already played "enemy". Traditional media now has two very important anxieties: one is the shrinking of the discourse, the other is that the profit model is unsustainable, and these two anxieties are exactly related to the big data.

In the south are all media Network technology company general Manager Gou Hua, the speech right atrophy stems from many previous reports believed in "almost Mr" mode, that is often based on the vague description of the facts or understand the conclusion, and large data is forcing the precision of the news. Likewise, many advertisers are drifting away from traditional media because they don't know where the other half of advertising costs is wasted. In this context, "Southern Metropolis Daily" just to optimize the upgrade, and put forward a very important concept and slogan: "In the past we are in the production of news, the future we must produce data." ”

Yes, production data, because of the influence behind the data, also contains the ability to become realizable. For example, the Financial Times has opened a free zone for registered readers to read, and thus obtained a large number of reader information, through large data analysis of the needs of readers to provide personalized information, so that users pay to read, currently, the FT's subscription revenue has accounted for more than half of the total income. Another example, Amazon through its own research and development by the industry known as "ghost Wall-style recommendations" of the precision recommendation system sold up to 72.9 products per second, this precision recommendation system is to track all customer consumption habits, and constantly optimize.

So, what are the sticking points of traditional media and publishing organizations in the operation and development of large data? The first crux is the mindset ", Guo Guang Star Video Technology Co., Ltd. CEO Wang Mingxuan originally also do traditional media, now into the new media after a feeling that the traditional media and publishing industry thinking too old. He said that at present, we do is the industrial chain-content production, operation, advertising, sales ... It's like farming times from arable land to selling grain and then back to farming. But after the large data support, the industrial chain fission into an industrial ecological circle, the media, publishers can no longer linear thinking.

In addition to thinking, what else has gone wrong? Business trend Watcher Shoming thinks it is action. He pointed out that the two years of all traditional content publishers are thinking about how to use the new technology, large data transformation, but more is the technology as the content of the porter. "In the past, when we consulted a lot of media and publishers, we found that in the internal incubation of the new Media Division, the digital division, almost none." "It seems to him that it is not easy to be able to take the initiative to" leather his own life, but this must be the case. This view, as the people's Daily said in a commentary, we dare not cross the border, and some dare to cross over to rob. The media industry may be pushed to the brink if it does not reinvent itself.

Case attention

Attention Point one: Machine writing

American Narrative Company has a software that uses such software to complete a news report every 30 seconds.

The pattern of this kind of news reporting is: First, through the Internet and the database to collect a lot of high-quality data on a certain content, and then according to the theme of the Senior press corps, journalists and technicians can produce some news articles. For example, universities in the United States are playing a rugby game, and when the game is in the third quarter, the computer collects some data and automatically forms a story. Such examples have been applied in current stock market analysis and sports reporting. The founder of narrative said that in about 5 years ' time, the news produced by computer programs would win a Pulitzer Prize for journalism.

Computers cannot replace all news reports, but the combination of computer technology and journalists is bound to become more and more intense. The advantage of the computer is that its memory is error-free, it can access all kinds of data very quickly and dig up the data. While the reporter in the interview process, you can tightly grasp the theme, so if you can combine the power of technology and the journalist's thinking, in the future will be able to produce very good news.

Two points of interest: the card house inspiration

The United States has a very popular film and television web site Netflix, the site will generate 3000多万个 user behavior every day, including watching a TV play online, collection, referral, pause and so on. Using these data, the Web site found that if you chose the BBC screenplay, film director Fincher and actor Spacey, it was possible to produce a very hot TV series. The web site decided to try and spend 100 million of dollars buying an old script from the UK, putting the political content of the United States in, and the card house is on the rise. The TV show was really on fire, and the President of the United States had a very high opinion of the TV play.

A collection of viewpoints

National press and Publication Sarft Digital Publishing Division director Yijun

With the advent of the large data age, the future content industry must interact with consumers organically, because consumer demand will promote content innovation, and high-grade content will foster a high standard of consumers. Is this cycle of positive energy in interconnection not exactly the ideal prospect of our coveted content industry?

The Internet ecosystem based on large data is rapidly forming, and as the competition of media industry intensifies, the content, product and platform of the future media competition will gradually rise to commercial ecosystem. In the background of this drastic change, whether the effective use of large data will become the key to the success of traditional media transformation.

Lingwei, former vice president of Renmin University of China and executive deputy director of the National Master of Education in applied statistics

The potential value of the big data market to 2016 years is probably more than 600 million dollars, China's big data talent demand is about 1 million people. Every year, we have more than 10,000 undergraduate graduates of statistics major, plus a computer or related mathematics major is tens of thousands of people. The reason why large data talents are so scarce lies in the fact that the traditional subjects and professions, or the single discipline and specialty, can not produce the large data talents that are needed.

Trend

Multiplication mode gradually opens

How can large data technology be applied to the press and publishing industry? What kind of spark could the combination of the two collide? In the view of many industry people, this is no longer a simple physical "additive effect", but a "multiplication effect" that produces chemical reactions. And how to use large data to be lying in the "warehouse" content into a truly valuable product, the experts also gave different suggestions.

Tricks 1

Mining user requirements with large data

The biggest challenge facing the traditional journalism and publishing industry in the face of the internet and mobile internet is "disconnect" from readers and users, and who are our readers? Where is the user? This is precisely the problem that big data can solve.

As Chen Yixin, chief scientist of China Unicom, said, using mobile phones to surf the internet is becoming the habit of global netizens and thus creating a rich data warehouse. "The operator's big data is a gold mine, we know the user's age, sex, hobbies, behavioral characteristics, terminal attributes and other information, you can systematically give users a deep, comprehensive, 360-degree panorama of the ' portrait '." Combined with publishing and the media industry, these data can be customized and recommended for more efficient advertising. ”

In fact, many new media companies are experimenting with large data mining user needs, such as the United States video web site Netflix even pay for users to watch the video ratings, make tags, the use of large data analysis, observe the user's use behavior and needs, to provide users with customized personalized content.

Tricks 2

Optimize marketing and operation with large data

The famous British heavy metal band Iron Maiden, through the analysis of users ' Internet data, positioned the most distributed area of the fan-Sao Paulo, where he held a concert and achieved unprecedented success. In Chen Yixin's view, this is a vivid example of using large data to optimize marketing.

"In the past, content producers and distributors had only a few random anonymous users, while in the big data age there were new channels to reach users, locate users, and sell products more accurately." We can build large data platforms, collect user data, analyze users, understand users, market positioning and precision marketing, optimize pricing strategies and improve advertising effectiveness through various technologies such as data mining algorithms. "Chen Yixin said.

Guo Guang Star Video Technology Co., Ltd. CEO Wang Mingxuan that the original content production will be fission into the production of professional content or contracted mode of operation, the operations will be fission into professional operations and interactive operations, and the latter will become an important operational mode of the future content industry, and advertising or sales, will be fission into two pieces, One is the original pattern, the other is personalized pay or other new operating mode.

Tricks 3

Do the vertical field of data Services

Yang, president of Peking University founder Electronics Co., Ltd, said that the vertical field of large data services is a breakthrough in the transformation of traditional media. He pointed out that the development of the Internet has been bat (Baidu, Alibaba, Tencent) and other network giants occupy, each of them is a big platform, attracted hundreds of millions of users. Traditional media transformation to challenge a large platform is almost impossible, but many small platforms can survive, such as finance, health care, automobiles, home appliances and so on every vertical field can produce small platform. "The media industry has an advantage in resources and content, and there is a complete opportunity to challenge the bat in every vertical field and even surpass them in each of these platforms." Yang further points out that large data services do not simply provide data to the audience, and that data that is mined and consolidated is valuable.

Business Trend Observer Shoming also believes that future content providers will move from readership to community. "Now the Internet has entered a small circle, strong relationship, so we have to focus on those segments of the community, with large data to build a platform to meet their needs." ”