How the Enterprise Gold Rush Big Data

In recent years, the increasingly popular data is not a new word, but in many domestic enterprises have been practical and effective application. However, how to make good use of large data is still a problem for some enterprises, especially SMEs.

Recently, the "Big data age decision thinking" as the theme of the 32nd phase of the Shenzhen Electronic Commerce Forum attracted more than 200 people involved in the industry, Jingdong Mall, the only product will be related to the owner also introduced how to use large data to enhance customer unit price, sales experience.

Big electric dealers benefit from it

In the use of large data technology, electric business enterprises first encountered a new opportunity.

"The combination of electronic business and large data is a perfect match." "Jingdong Mall senior director Wang Dong said, the more data, the more accurate data mining, the easier to master customer characteristics, large data in the increase in conversion rate and customer unit price two can help Jingdong."

"For Jingdong, Big Data is an opportunity, at the same time Jingdong also has the advantage of the first." "Wang Dong introduced, Jingdong access to data is basically free, can collect all the user's original behavior, including the mouse in some pages of mobile will be collected, plus warehousing logistics, there will be more data, through the analysis of the data can guess the next step of the user behavior, and the user's actual behavior will help verify, Model tracking is done through this pattern. In addition, based on large data technology, referral engine will be more "user-friendly", such as some users buy more condoms, but in their office computers recommended not appropriate, so will be modeled at 10 o'clock in the evening to push.

Wang Dong said that Jingdong based on large data technology next development plan is based on the user's browsing history, purchase behavior, collection to model, customized for different users of the home page, providing personalized services, the purpose is to enhance the user experience.

Jiang Jing, senior vice president of the Commodities Council, said that the use of large data technology can improve the sales performance of the only products. The only product will be in CRM (Customer relationship Management) with a large data technology to carry out a number of attempts to increase sales of 20% to 30%.

Chiang Jing said, the only product will want to understand the user through large data technology where the next contact with their own point, so that once bought a customer to buy a second, customers will be divided into different values of customers to treat, with different pages, sorting, merchandise, promotional methods to meet customers.

Use the data not to blindly ask for big

Large data is recognized as a large number, speed, type and many other characteristics, however, in the actual use of large data in the process, although the amount of data is important, but it does not need to blindly, should pay attention to the cultivation of data thinking, focus on the construction of data ecosystems.

Chinese Sequoia Capital China's managing director, Liu Xing, warned that many Chinese companies should emphasize "data" in "Big Data" and forget the word "big". He believes that the number of data is not important, the key is to do when the use of data thinking, whether there is carding data, management, analysis and data-management thinking.

"It's much more important to think about data than simply using big data." You have to go to the water before you learn to swim. "Business Review 21st century," the publisher of Wu Bofan that enterprises should be brave to try and explore, can build their own, suitable for their own large data.

Chen Qinglin, managing director of the Boston consulting firm, also believes that in the big data age, the amount of data is not the key, the key is to build the data ecology.

Chen Qinglin that Google and Procter and Gamble have been extremely successful in creating data ecology, such as Google's use of a single database to analyze different products, instead of using more data instead of emphasizing better analysis, while Google has excellent organizational processes and the ability to gain analytical data, creating value through the data ecosystem, To attract more participants, and to build partnerships with a wide range of partners.

Chen Qinglin that the company has been working closely with external ecosystem participants to provide more than 50% data updates to Procter and Gamble, and that it has been in close contact with key partners such as Tesco and Wal-Mart, using internal firewalls to share customer data with retail partners.

How to use the key

Today, for many enterprises, the use of large data is becoming more and more important, becoming one of the most advantageous tools in competition.

Yinhao, chief technical officer of the Enterprise Services Division of Microsoft Greater China, one of Microsoft's partners, a well-known U.S. chain of fast food, the historical data based on weather, timeline and other factors into a sales model, to guide at each point in time to do the number of finished products or semi-finished products, and the front end according to the latest passenger flow constantly revise the model, Integrating historical data with real-time data not only reduces losses, but also reduces customer latency, increases customer satisfaction, and sells more than 30% of competitors.

Not only that, but big data can also help companies make more appropriate decisions. Yinhao said the drug "Viagra", for example, was first used for heart disease prevention, in the data analysis process to discover the current use, and the analysis continues, not long ago found that it has a good effect on neonatal cardiovascular and viral.

Big data is so important, how can companies make good use of big data? Can I buy the software "once and for all"?

In the case of Liu Xing, the enterprise's data-thinking must be the "leader project" to ensure the approval and support of the "number one", while allowing the business sector to participate. Analysts in the data division may be good at analyzing data, but there may be significant problems with the application of the data, and the involvement of the business sector can effectively avoid this.

Chiang Jing advised enterprises not to use large data mechanization, how to effectively and accurately use large data should be the focus of future enterprises. "I have searched a pet cage on the internet, just looked and did not buy, the results after each board will be recommended, people feel very annoying, the actual site does not know my search attitude, do not know whether I buy." ”

For some small and medium-sized enterprises, the establishment of their own team to develop large data costs are high, it is easy to think of the purchase of related software or services. In this respect, Wang said, Jingdong Mall has its own data analysis products "Data compass", but it is a common version of various industries, and in fact, each enterprise to use large data, the need for different types of data, so the enterprise to clear their own needs, a certain degree of research and development capabilities and data analysis capabilities, It is unlikely that an enterprise will solve all the demands of the enterprise with one solution.

Liu Xing suggests that if you want to be a company that provides large data services in big data transformations, in addition to becoming a data expert, it is important to become experts in the field of data applications, the application of the field to have enough knowledge, may be more opportunities to win, otherwise the product developed, it is likely to have a good knife, but will not be used. "There is a lack of talented people who really have data thinking and business integration." To start a business in this regard, we should consider how to make the product easy to use, to help customers cultivate such talent, otherwise the road may be relatively long. ”