Reading Big Data: 51CTO interview with large data expert Zheng

Big data has penetrated every aspect of people's lives, such as store promotions, political campaigns, and so on. What is the current state of the big data? 51CTO interview with large data expert Zheng will tell you the way to big data.

For a special video interview, please visit the "reading the Big Data"

NoSQL and large data

When NoSQL first appeared, it was mainly Twitter, which used social media sites. Because they need to deal with every moment users upload a large number of images, videos and other unstructured data. After the large data concept proposed, because of its in the unstructured data superiority, quickly integrates the big data whole platform.

HBase on large data platform

Why didn't the XML database succeed before? NoSQL's data succeeded? Zheng mentions that NoSQL has given us a platform to use generic techniques to find data, or to search for that data. The advantage of this should be that you can quickly find what you are looking for, that is, in a large amount of data to be able to come up with what you want to see. Your data can be of various forms, not necessarily a row of structured data.

Before you use a database, you need to know what each of your data and data means, such as your name, your address, before you can put it in the database. But most of the time you don't know what the data is, maybe there's an address, maybe a name, maybe something else. But I don't know, you can still put it in the NoSQL, and then slowly decide in the analysis of the name, this is the address, this is the other information, this is a very different method of analysis, you do not have to know what is in the data, you can first store, Then use its platform to find what you need to know, and then say what this data really means.

This is where big data and NoSQL are perfectly combined. Without the predefined data forms, the analysis based on unstructured data is the strength of large data. In the face of complex data sources, the ability of traditional relational data is limited.

Obama: The first U.S. president in the Big Data age

President Clinton, the Democratic Party, has launched the US Information Superhighway program and has achieved a leap in it technology during its tenure. In the 2012 U.S. election, big data technology made another Democratic candidate, Obama.

51CTO Editorial Recommendation: Presidential election in the big Data age

With the help of large data analysis techniques, the Obama campaign can sift through social media such as Twitter and Facebook for more targeted campaign advertising spots. The data-processing team that backed Barack Obama's victory behind the scenes, for example, noted that George Clooney had a huge appeal to 40-49-year-old female fans in the West Bank, a group that was undoubtedly the most willing to pay for Hollywood and Clooney-and for the Obama dinner. George Clooney held a fund-raising meeting for Obama on May 10, raising 15 million dollars for re-election that night. ）

In the interview, Ms. Zheng also talked about how big data predicted the outcome of the U.S. election. For example, there is a person called Nicksour in the United States, this time because of the prediction of the presidential election is famous. He is a data scientist, and he does it by taking all the data from the global relationship and then doing a big data platform analysis. This time, the presidential election was counted in 100%, and he knew Obama would win when Obama was not elected. And he knew which state in 50 states would elect him, and which state would not elect him, and how many percentages would be counted.

The chattering American election became the first stage for big data to emerge. Whether it is the early election strategy decision, or the late selection trend analysis, can see large data of great power. In fact, the input-output calculation of political activities is also a kind of "alternative" business decision.

Double 11, big data boosts business decisions

The above examples of American elections can be summed up in political life, and the following will be more attractive business decisions. On November 11, 2012, when Chinese netizens waited in front of their computers to look forward to the advent of "Singles Day", businessmen began to consider using large data to guide their promotional activities.

Zheng a sample of herself. On the day of the big black Friday sale, one of her single girlfriends often received a promotional order for men's suits or male items. This is not useful for businesses and consumers, both of which have received invalid information.

And through large data analysis, the merchant will know how to analyze. For example, you are a 25-30-year-old woman, you like to go to work in the morning there is a car, the other car is you on vacation time, you can store the data, and then use large data platform, such as Hadoop, NoSQL analyse, can help you do some analysis, You can also send a very targeted order, such as 50% is your favorite brand, or your favorite product. Now the big data is very common, not only for some very complex problems, every day in life all the things can see the application of large data.

Through the analysis of large data, the merchant can make the right business decision more precisely under the premise of the small cost. A more intuitive understanding of the purchasing preferences and consumption habits of the target population. And the future of the revenue has a more scientific forecast analysis.

How the small and medium-sized enterprises to build their own large data

For large enterprises, it is not difficult to build a large data platform of their own. Just invest in money and recruit the right people can have a good foundation. It seems that small and medium-sized enterprises such as limited budget users, can not access to large data?

In fact, through cloud computing platforms such as Amazon, the CTO of small and medium-sized companies can rent a hadoop environment for a small fee. So you can start your own Hadoop tour. Cloud computing combined with large data, so that SMEs have the opportunity to do their own large data platform. With the addition of more open source tools, more companies are able to reach the technology that only large enterprises can use in the past. Let them in the future market competition, from the technical point of view will not lag behind.

Summary

For the foreseeable future, big data will fall on the Electronic Business platform and social networking sites in China. Taobao, for example, has added an analysis of consumer spending habits to the Alipay bill, an example of a large number of examples of domestic moves toward big data. In the future, there will be more interfaces for merchants and users to carry out large data analysis and mining. The age of big data is coming.

More interview videos and text, please visit the "reading the Big Data Way"

Http://database.51cto.com/exp/bigdata1128/index.html

(Responsible editor: The good of the Legacy)