Internet companies test water Big data

The big data emerging after the cloud computing concept is now fading to false and moving to apps. Internet companies are the forerunners of big data applications.

Reporters from the January 16 meeting of the Internet industry to understand that the value of large data has been recognized by the Internet companies and attention, large-scale data collection and application has begun to the Internet company's corporate decision-making and marketing activities to provide strong support.

However, some experts pointed out that the Internet companies in the application of large data in the process to grasp the "degree" problem. "If risk management is not well controlled, it can cause harm to users, and this harm will allow users to avoid the value of this technology." "China Internet Industry Annual Conference Organizing Committee Deputy secretary general, Ray Network chief operating Officer Yulijuan said."

From cloud computing to big data

It is no coincidence that internet companies are the forerunners of big data applications.

Tengyun World Data Mining director Zhang Xiatian pointed out that the advent of the big Data age, the first is determined by the data richness. The development of the Internet has produced a lot of unstructured data, such as audio, video, text, picture and so on. Mobile internet can be more accurate and rapid collection of user information, including location, life information and other data.

The internet company that grasps the above data, under the current intense competition environment, has a kind of almost instinctive demand, namely the data is collated, analyzed and dug, thus creates the value for own enterprise. And big data has undoubtedly become the Internet company's choice.

In addition, internet companies are beginning to experiment with big data, which is also associated with previous accumulations of cloud computing.

Gao, vice chairman of China Internet Association, in the report of this annual meeting, will "cloud computing to commercial application" as the 2012 Internet industry, one of the bright spots. He points out that many internet companies ' cloud computing practices have provided users with a very good cloud-based service.

And that's the basis for Internet companies to apply big data. "Cloud computing has contributed to the rapid development of precision marketing based on large data networks. "Gao said.

According to the reporter understand, at present Taobao, Tencent, Baidu have increased research and development investment, the introduction of precision marketing services based on large data solutions.

Another typical example comes from Jingdong Mall. January 16, Jingdong Mall in Beijing officially launched the Cloud computing research and development base, and with the People's University set up "Jingdong Mall-Renmin University of China" E-commerce Laboratory, focus on e-commerce large data analysis and cooperation.

Jingdong Mall vice chairman and chief strategic officer Guoqing said that Jingdong Mall in the scale expansion of the road, in the face of complex data, we must use scientific methods to dispel, face the changing needs of users and consumer behavior.

The challenge of Practice

The arrival of the big data Age also makes the marketing of Internet enterprises become more technical content.

Du Sontao, general manager of Tencent's open platform, pointed out clearly that the core value of large data is the reuse of data.

Tencent, for example, explained that the Tencent platform is linked to relationships, which have a huge amount of user behavior information. What Tencent wants to do is to combine the relationship and behavior into three dimensions.

For example, a girl posted a message on November 11 saying, "It's a singles ' Day, where my future husband is." "This is a typical demand for dating information," says Du Sontao. Obviously, this user needs relevant information promotion and service. A woman who has just been a mother would prefer to share experiences with other people at similar stages, so Tencent will also recommend services to the mother from this dimension.

"This is not a user's mining, but a common mining of a group." "Du Sontao said.

Huang, an interactive chief executive, also holds a similar view. She says that over the past 10 years, internet advertising has been sold in days, while the big Data age has created a new model--real time bidding for internet advertisers (RTB).

Internet advertising has thus become a more meaningful thing-no longer a simple creative and artificial analysis, but really can be from the user's interests, preferences, advertising and other dimensions of the analysis.

This kind of marketing model also brings the situation that win more. Huang points out that advertisers have the ability to perceive the market and users, the media flow can be optimized to match, users have access to the information they want, and the provision of such analytical services technology companies have been developed.

"We expect 2013 to be 5~10-fold growth compared to the 2012 RTB," he said. This speed will continue. "Huang said.

However, internet companies in the application of large data, but also face a number of challenges. For example, the technical capabilities of data processing need to be further improved. Eric Yang Weiqing, chief executive, pointed out that the establishment of internal data platform is the trend, but only the market on the emergence of professional data platform to achieve data management and transactions, to promote the rapid development of large data.

In addition, the use of large data by internet companies inevitably involves user security and privacy issues. In this respect, Yulijuan pointed out that only under the open platform, a large number of data collection and integration can bring great value, but open a sense also means risk. If the risk management is not well controlled, it may cause harm to the user. "As a result, internet companies in the big data age need to be particularly accurate in their mastery of user information." "Yulijuan said.

(Responsible editor: The good of the Legacy)