"If we can observe more carefully, we can do more." One of the key reasons for the revolutionary development of bio-science, materials science and pharmaceutical technology in the 20th century is the advent of the 30 electron microscope. And the gradual maturation of the Internet is making it possible to gain insight into the small changes in the economy and society. The application of large data may be compared to the electronic microscope in the social sciences.
Perhaps it is the old saying that the latest issue of Harvard Business Review and MIT Sloan Management review is the subject of "Big Data" respectively. Many scholars and enterprises joined in the prediction and discussion of the big Data era, they concluded that in the future, the data will be like land, oil and capital, as the basic resources of economic operation.
Some estimate that data is growing at a rate of more than 50% a year. This means that every 20 months or so, the world's data will be doubled. That's unbelievable! But think of the supermarket counter scanners and shopping malls POS machine, think about Taobao, Ctrip, the public comments, think about micro-blog, Google, Facebook ... You might believe that the data is accumulating at a faster rate.
"The Internet of Things" is no longer a concept, but is forming an entity, economic value of the fullness of the network, like the "Web". With the development of E-commerce, online social platforms and network media, data are accumulating rapidly on the internet like capital, while data from traditional industries such as supermarkets, transportation and media will likely be more effectively exploited and utilized.
Taobao's number "Taobao"
The data in the Internet is like an ore buried in the ground, and tastes are different. The most valuable and convenient data is of course the data directly generated from the transaction activity.
Take "Taobao" for example, every day there are tens of thousands of transactions on Taobao. Meanwhile, the corresponding transaction time, commodity price, purchase quantity will be recorded, more importantly, this information can and the buyer and the seller's age, gender, address, and even hobbies and other personal characteristics of the information to match. Using matching data, Taobao can be more optimized store rankings and user recommendations, businesses can be based on past sales information and "Taobao index" for production, inventory decision-making, to make more money; at the same time, more consumers "pro" can also be more favorable prices to buy a more favorite baby.
20 years ago, the department stores in the big and medium-sized cities did not do this; ten years ago, supermarkets and 7-11 did not do that; and Taobao, the internet age, could.
In the early September of this year's "Ninth National Network Business Conference", Ma Yun put forward the "three-step strategy" of Alibaba: Platform, finance, data. Referring to the third stage of Alibaba's development, Mr Ma imagined that "a large number of data for the country to make a weather forecast." This, he says, is equivalent to a GPS and a radar for every business.
In fact, Taobao has launched the "Taobao index" as early as 2011. Its interesting and humorous promotional short film "Taobao Know" is a concern and hot discussion. In the near future, companies such as Taobao may really be able to partially replace the Bureau of Statistics and the function of price monitoring agencies, publishing industry and macroeconomic indicators of the boom.
All businesses can treasure the big data
But if you think that only e-commerce companies like Taobao can do well in the big data age, you still don't understand the nature of big data.
In the ocean of Internet data, the data that Taobao owns is almost bucket. Think about Google and Baidu, think about Facebook and Renren, and think about Twitter and Weibo ... Taobao's story is far from the big data era of all, big data is all enterprises "Taobao" game, large enterprises, small enterprises, E-commerce enterprises, non-e-commerce enterprises.
The movie "Penalty Gold" or its namesake may be impressed by the way the Oakland is looking for a baseball player--they use sophisticated statistical tools to analyze the athletes ' indicators in depth, thus calculating which players ' market capitalisation is undervalued.
A professor of political science in the United States has successfully predicted the results of MPs and presidential elections by analyzing the dynamic data of netizens ' comments on microblogs or blogs. And he concludes that if the campaign team is smart and thoughtful, it may also use his methods to influence voters ' attitudes through smarter, more effective campaigns.
Interesting stories are much more than that. As long as you close your eyes and think about your daily activities on the Internet in various ways: online shopping, Hair Weibo, point everyone ... You will naturally find that the Internet carries too much information and signals: public sentiment, consumer preferences, market trends, different crowd concerns, and so on. Of course there are a lot of digital rubbish, but smart people always seem to find treasures from rubbish. If you are smart and hardworking enough, you can find potential market demand, and you can create miracles like the Oakland team "penalty gold".
Top jobs for the next 10 years
The name Varian is not unfamiliar to most people who have been educated in economics or business, and his "intermediate microeconomics" has been the most popular economics textbook for many years. Still, Varian now has a Google chief economist. He asserts that the hottest job in the next 10 years will be "data scientists"-the internet and E-commerce companies have accumulated a lot of data over the past decade, and it's time to look for talent to use the data.
What kind of person is a "data scientist"? Varian admits it is not yet possible to give a definition because the field is just emerging, and as a profession, data scientists are just beginning to evolve. But it is clear that the challenge for data scientists is much larger than in the usual sense of data analysts and statisticians. He may need comprehensive backgrounds such as statistics, computers, the Internet, economics, and even semantics; he needs to find valuable information from a vast amount of seemingly meaningless words and digital deserts, and retrace to find treasures and eventually discover the stories behind them, serving business management decisions.
According to a report published by the McKinsey Global Institute, the only U.S. market in the future will require 140,000 to 190,000 professionals with in-depth data analysis capabilities. Some universities in the United States are already planning to build relevant disciplines and degree programs to prepare future data scientists.
Big data or a round of management change
Although the Internet as a technology was born in the early 60 's, its popularity and commercialization is the last more than 10 years. In just a decade, the Internet's impact on information transmission, business models, and the way life works has been very long. We have the honor to witness these changes we have to admit: the internet age is more likely to be born miracles ERA!
And these are just the beginning. Whether it's Google in the United States or Taobao in China, their success has more or less made people feel like entrepreneurs ' adventures and attempts. So far, the Internet industry has completed the main hardware and infrastructure. If the analogy of economic history, these are only the accumulation of raw capital stage, with the popularity of users, the formation of business models, and data accumulation, the real Internet economic era has just begun.
Data can produce value because the data behind it is information. Different schools and practitioners may have a completely different understanding of the nature of "management", but all of them will admit that one of the core elements of management is the collection and transmission of information. Gary King, Dean of the School of Quantitative Social Sciences at Harvard University, argues that big data will set off a management revolution that will be greatly influenced by business, academia and the policy community.
In the traditional management concept, the concept of data analysis has not been accepted by many managers. Before the advent of the Internet, due to the very small number of really available data, "Pat the head" may also be forgiven, will not cause too much impact on business. But in the big data age, the enterprises that do not value data and data analysis will not be forgiven by the market.
According to IDC forecasts, the next five years, the large data industry itself will be the average annual growth rate of 46.8% of the compound. In addition, the development of large data will initiate and drive other related enterprises. The big data age just wants us to come fast, are you ready?
(Responsible editor: The good of the Legacy)