Sumeng: Big Data New media and the future of business

"2012 China Technology Business Leaders Summit" was held in Beijing in November 2012 16-17th. The picture above is the Executive Director of the New Media Marketing Research center of Guanghua School of Management, Peking University and Sumeng, associate professor of marketing.

The following is a transcript of the speech:

Sumeng: First of all, thanks to the "IT manager of the world," the invitation to President of the Li, today to share with you on the big data and new media research and views. Many of you here are very senior marketing scholars and industry experienced professionals, please criticize.

I'll take 5 minutes. A brief history of data-driven management development, this line from 1940 's decision support to the 70 database, to the 88 data Warehouse, to 93 's analysis of the machine, to data mining, later to the 90 business intelligence, the recent years of data visualization, data open movement, Finally we came to the direction of the big data. Let's look at a brief history of data-driven development with a few simple slides.

78 Nobel laureate He proposed that people's rationality in the decision-making process is limited, at this time we need to use computer support decision-making system, to help policymakers expand his rational scope, its theory in 75 won the Forest award. In the 1970, a relational database was invented by IBM researcher, the relational database has high structure and independence, then a large information management system appears. 88 saw the data warehouse, mainly for theme-oriented integration is very stable, the data source from a number of different systems. By the time of 93, there was a shocking way to connect, and now you can slice the data in your hand from any angle. By the end of the 80 's, data mining began to emerge. It is a database based knowledge discovery, many well-known stories, including Wal-Mart's introduction of the "Beer and diapers" story is a small example that you often hear, in fact, the depth behind the data mining far more than this.

The next step is business intelligence, a business intelligence that assists in decision making, and the previous online analysis ratio, if the online analysis is a perspective of detection, we can through any X-ray from any angle to do slicing analysis, the number of digging mining is our mining, business intelligence on the future forecast, so a large number of data analysis, modeling.

After seeing the development of data visualization, we need to use graphs to represent data and ideas. There is a good saying that if you can't image it, you can't understand its deepest meaning. Some people say that the idea was first put forward by many masters. Data visualization includes data integration analysis and mining and presentation. The past few years have seen the rise of the data-opening movement from software open source to data-opening campaigns, mainly in the pursuit of freedom, equality, responsibility and fun.

There is a lot of controversy about data openness in the United States. What kind of data should be open? How open? Open raw data or open processing and interpretation of data. The Obama administration in the United States is pushing for change. Their change was, above all, the openness of the Government's most confidential information, the creation of a federal government and the appointment of a chief information officer. The U.S. government is pushing all of America's budgets first, making it easier for the public to look at what budgets and what policies are reasonable in the US. For example, how much would it cost to build a public hospital somewhere, opening it up to all people.

This is a brief history of data-driven management, and with the development of decision support, data and information are driving our management constantly evolving. The theme of the Harvard Business Review, which we saw in October 2002, is how to tame big data. is the opportunity for us to witness big data in the future. In 02, the United States government published large data research and development plans in March, which focused on the possibility that competition between countries and countries could evolve into competition between companies in two countries. Competition between companies in the future its core will be the control of data, the competition for the ability of data movement. Big Data competition is about national security and the future.

In the past, whether the economic history of the United States or China's economic development history, we will see that each wave of the economy is guided by several themes. For example, the early US government Clinton administration began to push the information superhighway plan. Then see the next wave of America is led by a series of American IT companies like Microsoft, IBM. Then see a series of internet companies, such as Google. Finally, like Facebook, social networking, for example, led the American economy. The next wave of predictions that could lead to world economic growth would be big data. What opportunities do we have to analyze in China? First of all, large data has been included in the national "Twelve-Five" planning, becoming the strategic development direction of the country. is also a major issue of the national Nature Science and Technology Fund. We've just had a seminar on big data at some of the country's key institutions. For next year's Twelve-Five plan to do some large data level project.

China will become the world's most important big data market. We see a lot of well-known internet companies have begun to layout on large data, including Mr. Ma of the Ali department put forward the Platform, finance and data three main strategic directions. And Baidu has put forward data as the core of financial weapons.

We analyzed three trends in industry development in the big Data age, first application software will be pan-Internet, from SaaS to pass, software is both service and platform. The pan-Internet is an important channel for collecting data, and it is difficult for software companies without a pan-Internet to get a few. The second trend is that the industry will be integrated. We collect a large amount of data close to the user, understand the user, to provide users with the appropriate services. Including 360, including Baidu are thinking of me closer to the customer, I have the right to speak in the industry a little higher, my data value is higher.

The third direction is that data will become assets. Many predict that data will likely replace oil as the world's largest trading commodity.

The big data features of the new media Age: First is mass, then value added. Not all data is equally valuable, and only the data that makes it meaningful. The third is holographic visible, first of all, large data fusion and the flow of data will be a big data age to truly display the value of the core requirements. Data opening and resource sharing are the characteristics of the internet age, if the data can not flow between the enterprise and the Society, the data will become an isolated information island and the existence can not play the greatest value. So data cross multiplexing and scalability is a prerequisite for future business.

The volume of data changes: we consumers face a problem of too narrow a message. The amount of information is increasing, but our ability to analyze, filter, and filter messages has not improved as a consumer individual. Another problem is the trend towards the end of consumer growth.

The change of data form in the second new media age: The data form develops from the structure to the semi-structured and unstructured direction. For example, users produce content, such as audio, video, social networking. In addition, data from a single channel began to develop in a multi-channel direction. Cross-screen, data combined with the Internet and mobile Internet data, are in the development of mobile interconnection questions. First, there's a growing thirst for user information. We want to use the time of fragmentation to get valuable information. Users become more and more impatient, pushing me irrelevant advertising information is not what I want, the user experience will quickly decline, the user's interest data is increasing, the user screening information capacity accounted for and the daily decrease. So personalization big data is a development direction.

We are proposing a new business model from 2B to 2C to 2D. In the United States there are some first like Google, Microsoft, Amazon, Apple they have built a large data platform, many from the advertising industry to build a large data platform, including the EMP type. When a large data platform is established, it is hoped that the data can be effectively transferred between the data demand side. For example, whether it is scientific research institutions, Beida, Tsinghua, Nankai and so on, scientific research institutions need to be able to get us to do in-depth research of raw data, we often get the raw data. Users and end-users are also required by individual users and the ultimate application developer.

After the U.S. government opened the data, it opened up data on airport delays, and some developers developed an application directly to the big data platform, through EPI to pull the data out, he said to help everyone who wants to fly to tell you, in the rain, snow, good weather and bad when different airlines at this airport late rate. For example, Delta Airlines rainy day late rate of 78%, United Airlines late rate of 65%, to facilitate people to estimate the time of arrival.

Finally, share the challenges of big data and the future of new media. First, we have the ability to build a complete spectrum of consumer interests based on the different types of user interests that can be accurately identified.

2nd, access to the Internet and mobile Internet data. A couple of months ago, there was a company in the United States. It's just an algorithm, based on the internet and mobile internet algorithms, that can effectively predict, given the behavior of my internet users, I predict his behavior on the mobile internet. This theory and practice earned 6 million dollars a round of financing.

The third is multidimensional data processing and real-time computing. The following is the information of advertising. Today, the CMO club has a lot of experts in the marketing world, and we are all concerned about how to be more effective and accurate to find my target customer base. We have a saying is very good, I know that my advertising investment has 50%, but do not know which 50%, New media era, the big Data age environment, can be very accurate to each of the ads input point, we can be based on user behavior to make some predictions. If you can turn ads into useful information, users will no longer dislike advertising.

The first thing we see in the field of information is from electricity to social media to mobile Internet, we see a lot of personalized technology and the rise of commercial applications. The last piece is the perfection of the user's privacy law. China's privacy laws are far less perfect than in Europe, far from the US. How do I define user privacy? It is also a matter of concern to many enterprises and media recently. If the user privacy is my based on this information, according to this data can help me to accurately identify the real world only an individual, such as his name, telephone, ID number, which belongs to the information privacy, if the data can not be identified according to the specific person, this does not constitute user privacy.

Finally do a small advertisement, is the Peking University New Media Marketing Research Center, our research center mainly does one thing, we hope to be able to connect the industry and the Academic frontier Bridge. Our new Media Marketing Research center domestic first to launch a data platform to facilitate all professors, MBA students, Ph. D., whether it is Beida, or other relevant institutions, all the original data have the need to remove sensitive information after the information, in the data of the Variable Code table, Data description and data application scenarios are described very clearly, clean it up "like a vegetable." Clean the original dishes and put them on the Internet for all people in the industry and academia to use. We build a platform like this, we hope that more industry will be able to provide our research center with raw data, remove sensitive information of enterprises and our cooperation, we will establish a strategic partnership or other methods, including we will put all the research results, including the use of the original code and the whole society open. We hope that the research center can truly promote data-driven marketing in China and gradually develop. Thank you!

(Responsible editor: The good of the Legacy)