National dual technology: The big Data into "small"

In today's marketing circles, the word "big data" is being talked about. Audiences have listened to various personalities on different occasions to the insights of the new era, in which the speeches of "data scientists" may be most practical-they are at the forefront of collecting, processing, analyzing data, facing the vast binary code, And try to turn these dull characters into heavy riches. With such a "Midas touch" of cool, data analysts have become a scarce market talent, even by the Harvard Business Review as the "21st Century sexiest career."

Chi under the leadership of the national double technology is such a data analysis as the core of the online business optimization products and service providers. January 23, 2012, following the establishment of the "Network Government Research Center" by the Joint National Information Center, the second scientific research institution, "National Double Data Center", was created. The 28-Year-old CEO was hesitant to make the country's doubles the sexiest company of the 21st century.

Change, the "Big Data" era comes

After the rapid development in recent years, the Internet world entered the era of "Big Data": The daily upload of Facebook has exceeded the 100TB mark, Twitter's Daily publishing volume also reached 230 million, plus mail, blog, mobile phone records, as well as public areas of traffic, meteorological systems generated by operating data ...... The latest report from IDC shows that the total amount of information in the past 3 years has exceeded the previous 400 years and will grow at a doubling rate every two years.

"It's a revolution. "The tech-born Chi is fascinated by the opportunities in this" big Data "era.

He shared a deep, true story at the launching ceremony of the country's dual data center: A few years ago, a collision occurred between China and the United States, the U.S. aircraft was detained, and the two countries negotiated the way in which the aircraft was returned. We are limited by the airport to adhere to the aircraft must be removed after the return, but an hour later, the U.S. negotiators unexpectedly enumerated a larger model of the aircraft has been in China's airport take-off and landing of the record to refute, all clear, word precision, so that China in the contest in a passive position.

The sexy aspect of the rise in data does not end with macro narratives, which open a new door to individual organizations in the business economy.

American writer Barabasi in his "eruption" pointed out that the daily behavior of human beings seems to be disorganized, the actual appearance of regularity, even "more than 93% are predictable." Increasingly strong in the network today, people online shopping, online games, social networking, every move will be through the PC, mobile phones, tablets and other sensors to generate data spontaneously, the behavior of the law is also hidden. "To the enterprise, who grasps these laws, who can seize the opportunity." "National dual technology products and sales senior vice President Li said.

A popular case in point is that a Wall Street company judged the mood by analyzing messages from the 340 million Weibo accounts of the day, and then dealing with the stock by the outcome: most people buy with excitement, anxiety sell, and success creates 7% of the yield in the first quarter. Chi even laughs: "a business can benefit from even relying on an analysis of legacy data to improve its workflow." ”

"Invisible data, visible business. Chi concluded.

Country double, "Big Data" change "small Data"

But from the bursting of the data ocean to the business value of business to pursue a long distance, many business owners jokingly "Big data" era is actually "junk data" era. "The message that really needs to be submerged is hard to peel off. "The senior vice president of National double science and Technology said, he prefers another concept in the" Big data "fashion now-" small data "," small data "is not a small amount, but the use of technology for the enterprise tailored to help make decisions, the objective basis for real mining business intelligence. ”

National dual technology is such a can be the data from "big" to "small" marketing consulting company. "In the 7 years since it was founded, almost every penny we earn is based on data manipulation." "Chi said, uphold the" cross-platform, cross-equipment, cross-browser "concept, the country double today to build a rich product line, covering the web end analysis, rich media Video analysis, mobile terminal analysis of the field, mainly to provide customers with data monitoring and mining, user experience optimization and search marketing consulting services.

According to the standard service process, the national double first sets up the perfect KPI (key performance index method) system for the customer's promotion work, makes it clear how to measure the various on-line advertisement; then apply the Web Dissector, contribution Dissector and other product tools for data collection and mining, and then the value of the data to interpret, forming a series of dashboard and report feedback to customers, so that the marketing plan more reasonable.

"There are even some customers who want to get online and offline data." "Li The example of Nissan motor," We have custom-made data models for daily production, on the wiring and 4S store data, the latest conversion rate, online marketing results and the background of the user experience to optimize the formation of reports, clearly show which keywords bring effective access to the shop test drive or even purchase transformation. "The project allows Nissan to achieve a full-year retention target of 90% in half a year, the relevant person in charge even praised said:" The national Double is Nissan digital marketing overall Butler. ”

Dream of a "Phoebe" business.

At present, the country's customers to Coca-Cola, L ' Oreal, Dongfeng Nissan and other Fortune 500 and China's 500-strong, distribution dozens of industries. The cause of this phenomenon is that the third party data analysis is still a pioneer industry, many enterprises, especially small and medium-sized enterprises are not aware of the value of large data.

"500 strong framework has matured, more requirements of fine operation, each department, each individual in the budget, summary and other aspects of the data have a strong dependence, so it is very easy to accept the services we provide, access to the original case the same data can not get information." "Chi explained," but the vast number of small and medium-sized enterprises are still in the race, the highest priority of operation is how to rapidly develop and attack the mountain. ”

Data service is a blue ocean. Chi is very grateful that the creation of his own country double to catch up with this change. Although the market has yet to be nurtured, but the national double has tasted the sweetness-2011, the company to achieve sales revenue growth of more than 10 times times, even in the external environment throughout the recession 2012 years also maintain the same speed trend, gross margin has increased.

The country that crosses the fast lane disdain to run "one year old one withered" "Herb business". "To do is to do the evergreen type of ' woody business '." Li humorous and figuratively speaking, the vision of the two countries is determined to grow into a "phoebe" of decay.

They even rejected a large number of customers. "Mainly for two reasons. "Chi told the advertisers," one is that some of the customer source does not meet our long-term development of the concept, such as the electric business site, online games website. Another consideration is whether our own resources and energy are sufficient to serve this client well. ”。

Primary School graduation start writing code high school wins the province computer champion to go to Tsinghua University after the beginning of the country two early pioneering road Chi by colleagues called "Sexy tech Man", the Big Data contains his glory and dreams: "The dream of the past is to start a business, now the good dream has come true, and now dream of contributing to the industry a light, So the establishment of a dual data center, focusing on the digital environment of online media research and audience research, and will regularly release the Internet industry reports, to the industry to share professional online media data research results to promote industrial development; The