Micro-Blog Shuffle big data to affect the wind cast eyes

Since the end of last year, Sina Weibo launched the "grassroots large" of the purge campaign, all kinds of "micro-bo Marketing" for the Internet enterprises facing Sina's own advertising service system "micro-task" impact and strangulation, while large data companies rely on the technical threshold and high-end customization services to the siege. Big data is hot, VCs are also flocking, Hua Benniu in charge of the business newspaper reporters said, in the context of the Internet investment downturn, "big data" has become a new hotspot in this field.

Successful breakthrough of large data to seize the network marketing market

What is the big data? Recently, a story has attracted a lot of attention: one day, a father in the United States, found his 17-year-old daughter received from the retail store Target's baby supplies coupons, in a rage to complain to the store. One months later, the father apologized awkwardly, saying that his daughter was really pregnant ... In fact, the company hired a professional data Analysis team, selected 25 kinds of typical consumer data to build a "pregnancy prediction index." Through the index, the company can predict the pregnancy of female customers in a very small margin of error, so as to develop a precise marketing strategy. The story has sparked a wide range of comments, with more voices heading in one Direction: the era of marketing under Big data is already coming.

In the big Data era, VCS, network analysts, and internet marketing agencies described the Internet platforms such as Sina Weibo as an "ecosystem". In this system, micro-bo forwarding function formed a supply and demand both sides of the advertising market, "grassroots large" are a "advertising", the need to promote the enterprise is advertising consumers, and micro-task and a variety of network marketing agencies are advertising agent link or intermediary agencies.

"If you just find some grassroots large forwarding microblogging, any micro-blogging marketing organization can do, but the link between the decline is doomed." "The leading enterprise of large data mining in China--Beijing with the Media Technology Co., Ltd. (hereinafter referred to as" with the media ") business Development senior Vice President Shenyan told the commercial news reporter, the introduction of micro-task, will inevitably occupy some vulnerable groups of living space, and agency is the micro-BO marketing the weakest group in the whole link.

"However, the micro-task may eat some of the small and weak agencies of the business, but it is impossible to swallow the entire microblog advertising market." Shenyan said, the most impossible to eat micro-task is to large data for the main direction of the enterprise. Shenyan to the newspaper reporter cited an example: two micro-blog, one fan for millions of people, another fan only 100,000 people, many people think that millions fans of the spread of the results better. The conclusion must be based on the premise that the followers of this microblog must be authentic. In fact, Weibo fans may be "done", most of which are zombie powder. Previously, advertisers were hard to identify, but with the media's "intelligent digital media Investment Management platform" can solve this problem: on this platform, advertisers can through the table or graphics, intuitive understanding of a microblogging tweet, click, or even the main characteristics of the people click.

Investment Hot micro-blog shuffle affect the wind cast eyes

The advent of the big data age not only changed the network marketing pattern, but also attracted the attention of the VCs. Last June, the Chongqing Hua Benniu fund made a third round of investment with the media. Before that, the world's largest private-equity fund, Rock Falillon, and Intel and Baidu companies were injected into the media. Yesterday, Chongqing Hua Benniu Venture Capital Management Co., Ltd. Investment vice president Daiwei to interview, said Sina Micro-task of the introduction of the network marketing industry is not only facing shuffle, but also affect the investment in this field of VC/PE institutions.

"Sina Weibo just launched, but also the fastest growing user period, micro-Bo marketing organizations in large numbers, at the same time, mixed wind investment has entered the field." "Daiwei said that in some marketing organizations under the impact of micro-task, business slump even facing the closure of the same time, some VC/PE also was implicated. But this does not mean that the market has no prospects, and does not mean that there can not be a good investment in mining. Daiwei that, like with the media such enterprises, not only has the function of advertising, but also can provide enterprises with more data mining, data analysis tools, can provide advertisers with more professional and accurate service, in line with the development trend of large data.

According to the reporter understand, since last year, the Internet industry investment has shrunk sharply, but the big data industry's acquisition and investment is "sudden rise". According to relevant data statistics, large data last year in the domestic output value of 12 billion yuan.

Last November, Accel, a famous Silicon Valley venture capital, announced the creation of a special fund of up to $100 million to invest in big data start-ups. Zhejiang Newspaper Group's investment organization--media dream factory The social network data mining as a large data investment in the experimental plots, has invested in micro-BO data mining start-up team Micro, gifted micro two companies, investment of millions of yuan. This month, 12th, the market came to IBM will buy network data analysis software company Splunk News, affected by this, Splunk shares rose 8.4%,

The most favored three kinds of "big data" enterprises

Under the impact of large data, how to transform the traditional internet marketing enterprises? Chongqing Hua Benniu Venture Capital Management Co., Ltd. Investment VP Daiwei think there are two ways to transition: one is to give up the advertising business, the intention to cultivate the real spread of the value of the grassroots large, and no longer spam ads, all with "influence" as the core; the second is to quit the microblogging platform, operating other media platforms, attentive service advertisers, Will pull the ads to the Web site or network film and other media platform.

Sina Weibo is more and more like a portal for both users and advertisers. "Chongqing Three housing investment partner Huang told reporters that for advertisers, advertising usually has two intentions, one is to gather popularity in the short term, such as Taobao through the main function of the through train is this; second, to maintain the growth of enterprise users, to cultivate stable specific users, the portal site ads belong to this category, And the future of Sina Weibo customers are mainly for this category. "In this context, large data companies will have more advantages, from the technical development stage, it is still in the market incubation period." Huang said how to apply large data to the consumer market in a more intuitive and effective way is also faced with many challenges and difficulties for large data industries. One of the most prominent difficulties is the lack of talent, including the knowledge of relevant skills and data analysis personnel.

At present, in Chongqing City has also emerged a number of enterprises based on data analysis, involving the scope of the enterprise, the Government to provide data classification, valuation, forecasting, feature recognition, such as based on automotive, real estate and other professional industry data analysis. Pig net head Zhu Mingyue also said, farewell to the previous "Handicraft Workshop", into the big data era has become a necessity. To this end, pig in October 2011 A special acquisition of an IT company in Shanghai. According to Zhu Mingyue, the key to the acquisition is to upgrade the Pig network in the technical capacity, especially in the large data processing capacity.

So what types of big data technology companies can attract the attention of VCs? Qiming venture partner Hu says he is bullish on three big data technology companies: 1. Large data technology companies that directly enhance the ability of web sites to become realizable; 2. Large data service companies that can increase the purchase of conversion rates, and 3. Companies that can improve the decision-making accuracy of government departments in a given area.

(Responsible editor: The good of the Legacy)