Mickle Mickle----Four talking about the age of large data

Pick up a stone anywhere in the earth and you can check out the iron element. But it must be nonsense to say that the world is filled with iron ore. Only if the iron content in stone exceeds a certain proportion, and the number of stones reaches a considerable scale, the rock can be called iron ore, and people will be interested in its investment in mining. If the iron ore burial is not too deep, the cost of mining and transportation is not too high, and the market has a long-term and stable purchase demand, then the interest of iron ore mining will become an action, a profitable business activity.

The same principle applies to the analysis of the origin of large data. With the Internet, there is the network data. With the increase of Internet users and the increasingly rich network services, network data will be enriched. Do a website, listed above some services, whether they are news information, product products, or entertainment games, as long as users have access to the service provider will leave some use records. No matter how simple and isolated the data is, the network advertising business model can be supported as long as the user ID and clicks are available. As long as the user registration information and payment account, can support E-commerce and membership services business model. With the decrease of new network users and the increase of homogeneity Network service, the network service providers are forced to start from extensive operation to fine operation, and try to improve the income and profit by improving the input-output ratio of market promotion. In the various efforts towards meticulous management, one of the commonly used means is data mining.

In the past, as most Internet companies were centered on products and services, so what we get is basically a record of behavior between a single product and a user, a lack of data between products, between users, and more complex product logic and user behavior logic, which is the unstructured, unstructured, or fragmented data that is commonly known in the industry. So, although some of the company's experts in the Data integration and analysis, there are some specialized in data mining companies, tools and professional services, but the overall look, data collection, collation, mining costs and the resulting benefits compared to the cost-effective, less attractive. As in the case of the poor iron ore, the gold content is not high, no matter how large the scale, digging how deep, but also the shape with the chicken, food tasteless, tasteless.

The situation has changed radically in the WEB2.0 era. FACEBOOK, for example, can see how big data is forming itself in everyday services: first, users need to register to be able to use, this registration ID can be used in tens of millions of sites (FACEBOOK CONNECT), also in the millions of Third-party applications (Open Platform). This constitutes the certainty and uniqueness of the user identity. Second, the direct and indirect interaction between users and users constitutes a dynamic, stable, constantly changing and development of social networks, the dissemination of information and products and services to promote the context of clear, structured. Thirdly, many common standards and interfaces of the open platform induce a large number of third-party application providers to use uniform data format, structure and logic to make the convergence and integration of data relatively simple and easy. Finally, the simplicity of Web architecture (such as wall and Newfeed) enables the automatic coupling of data generated by many platform functions so that complex social data can be formed in order to facilitate collation and analysis. Five, Timeline,opengraph,credit and so on a series of mechanisms will be mixed, intricate user network behavior integration into space-time logic clear, behavioral logic can be checked behavior data chain. All this, Facebook consciously or unconsciously became the first company in the web industry to generate large data. Of course, this is not to say that it is the only form of generating large data or that it has been successful in using large data for analysis.

It is not just Facebook that is becoming a big data-owning and consumer company. Apple is working on the operating system and network terminals to form large data generation, Google in the operating system, search systems and Google + platform is trying to integrate a number of products, the formation of large and available data, Amazon is through the network platform, Cloud computing platform and reading terminal form a large data collection place in the vertical field of E-commerce. Some of the domestic internet companies are intentionally or unintentionally, at some lower levels of effort, such as cloud computing, input method, browser, antivirus platform, as well as a variety of Trojans, cookies and other things, trying to acquire and integrate more user behavior data. In a word, it is a significant trend of industrial development to enhance data structure, increase data relationship, integrate and utilize fragmented data in various ways.

As far as the industry is concerned, the network industry is in the early stage of the big data age. The degree of reliance on large data in business models and operating levels, in addition to search, is generally lower than the level of traditional industries such as telecoms, finance, securities, insurance, aviation and hotels. However, the network industry's post advantage is also very obvious. With the Internet of other traditional industries, with the daily work and life of the majority of users rely on the Internet more and more, a leading by the network industry, integration of various industries, a comprehensive and systematic record and grasp of hundreds of millions of users of the behavior pattern of large data systems in 35 years will have a prototype, a huge As for who will seize the first position, the introduction of factual standards, the development of a new service model and business model, it is necessary to see the understanding of the industry, efforts and fortune.

(Responsible editor: The good of the Legacy)