The card house, which makes the cultural industry aware of the power of big data

Abstract: A "card house", so that the world's cultural industry are aware of the power of large data. The card house's producer and platform Netflix added more than 3 million streaming media users in the first quarter, with a 26% surge in shares of 21 per share after the initial earnings announcement.

A card house has made the world's cultural industry aware of the power of big data. The card house's producer and platform, Netflix, added more than 3 million streaming media users in the first quarter, after a 26%-dollar surge in the initial quarter, reaching $217 a share, a three times-fold rise from the trough last August. All this comes from the birth of the card house, which summarizes the viewing habits from the data of 30 million of paying users and creates it based on an accurate analysis of the user's preferences.

The "Solitaire" database contains 30 million user ratings, 4 million reviews, and 3 million theme searches. Ultimately, what to shoot, who to shoot, who to play, how to broadcast, by tens of millions of of the audience's objective preference statistics. From the audience insight, audience positioning, audience access to the transformation of the audience, each step by accurate and meticulous and efficient economic data guidance, so as to achieve the c2b of the public to create, that is, the user needs to determine production.

Today, the Internet and the development of social media have left people with more and more data on the web, mass data through multi-dimensional information reorganization so that enterprises are seeking the content of each platform, users, advertising full through, in order to through the integration of user relationship chain, network media socialization reconfiguration, For advertising users to bring better precision social marketing effect.

Causal witchcraft

The main function of large data technology is the prediction of future events and the pre state of unknown things. But unlike divination, the method used by large data technology is through the excavation of massive data and the discovery of some kind of prognosis, and the method of divination is based on the prediction and imagination of primitive biochemical thinking.

The divination properties of large data allow people to believe that there is an objective, universal and valuable insight into human behavior patterns behind a line of code and a huge database, whether it be consumer spending patterns, criminal or terrorist actions, health habits, or employee productivity.

As a direct beneficiary of large data analysis, Cheng, chairman of Dream Bazaar Group, held a "2013 Tencent Wisdom Summit" in Guangzhou, and proposed that enterprises should build their own databases to form valuable first-party data. "Large data navigation allows us in the production process can be adjusted in time, we have done after the inventory per quarter sold out rate from 80% to 95%, the implementation of 30 days out of stock sales, 30 days out of control in the daily order of about 10%, than before 3 times times the upgrade." "Cheng said.

However, for Tencent, data capture and analysis, the difficulty is that the data is too complex and diverse. Tencent Network Media business Group advertising platform general manager Zheng Jingwei said, the so-called large data platform there are too many complex and diverse data, just QQ is different types of people in use, how to classify these people's data is a very difficult problem.

In this regard, Tencent Network Media business Group microblog division general manager Shongyu that, the future of intelligent media core technology drivers, should be large data technology. Public data in social media can be more valuable through cross-validation and the correlation between content.

"There's an experience on Weibo called ' micro hotspots ', when you see a micro-blog about the Hong Kong rhubarb duck, you do not know what is going on, there will be a hot spot, after the point of the past is through the power of our excavation to show the ins and outs of events, which reduces the cost of users to obtain information. "Shongyu said. According to its introduction, the new version of Tencent Weibo using large background data technology, the user's micro-blog Information integration, reorganization, will have the same, similar to the information of micro-blog with a popular "label", users through the entry tag, you can browse to a clear and complete about the development of this hot event and trend, has a positive impact on the discussion and interaction of later involvement in events.

Precision Marketing

The divination function of large data technology means that a social networking platform with billions of users can provide personalized and intelligent advertising push and service promotion service for enterprises by the deconstruction of large data, which means that enterprises can preempt more commercial space.

With the rise of social media, consumer reliance on advertising behavior has changed, and traditional advertising and marketing techniques are actually more difficult to work. "In this era of marketing, if you do not understand the concept of mobility, it is difficult to understand consumers, fragmented consumer scenarios have changed the physical store." "Tencent Network Media Group president, Group senior executive vice President Lau said.

In this regard, Starbucks China marketing department vice president Han Meilui that social media can help enterprises and consumers good interaction, but also make the entire marketing more accurate, in Han Meilui view, Starbucks without Coca-Cola as a broad channel, so advertising must be more targeted, and social media deconstruction of large data can solve this problem.

as the first starting point for social marketing, but for the maintenance of old customers, through the old customers praise to achieve the growth of new customers. Because in the consumer decision chain, the marketing that is driven by the consumer is becoming more and more important.

Nowadays, the channel and scope of consumers ' access to information have been greatly increased. They are no longer at the mercy of the enterprise, but in pursuit of more personalized products and services, and based on the information gathered to make judgments, at any time to share, the impact of personal experience extended to a larger group.

In the social media age, big data or engine is the platform that lets the user transform continuously. Accordingly, the marketing from independent to systematic project, and the role that data plays in the whole process of marketing, also must by reference tool turn to drive engine. Data-driven precision marketing engine, will subvert the traditional marketing decision-making model and marketing implementation process, to the network marketing industry and even traditional industries bring revolutionary impact.

Every time marketing, will form a circular effect. By locating user groups, analyzing User Content preferences, analyzing user behavior preferences, setting up audience clustering model, making channels and creative strategies, testing and  optimizing and establishing channels and ideas, formally launching and , adjusting the delivery strategy in real time, and completing the evaluation effect, etc. The complete data application process continuously controls the marketing quality and the effect, realizes from the effect monitoring steering effect forecast.

"Although social media makes the entire advertising marketing more accurate, it also depends on the characteristics of products and services to determine whether to adopt precision marketing." Zheng Jingwei to reporters that some fast-moving consumer goods are not very suitable for precision marketing, and that traditional media such as outdoor, television and newspapers still have a strong appeal to FMCG.

It's important to note that social media deconstruction of large data inevitably poses a privacy problem, and when users use e-mail and social networking, they probably know that their information will be recorded, and when the user's comments or shared photos, videos, etc. All determine what kind of resources and advertisements the Internet operators will recommend to you; When users run around the world with smartphones, handset makers have already acquisition all of your information in their databases, using the information to build maps and traffic information.

Previously, these records had little impact on the average person, because it was so large that people would not pay attention to some of the information unless they were deliberately looking for it. However, with the continuous progress of large data technology, this situation is quietly changing. This is also the "number" in the era of change, enterprises and consumers are facing challenges.