The key point of realizing business breakthrough--Big data

Big data can be said to be the hottest topic in recent years. Social media, such as Weibo, has become one of the most interesting areas of data utilization because of its unique characteristics of openness.

In these two years, with the commercialization of micro-blogging, micro-credit and other social platforms, and the results are not satisfactory, the use of large data has become a key point to achieve commercialization of real breakthroughs. The key to this point is whether the social platform can be truly open to big data.

For the social platform to open large data, industry focus is now focused on two aspects: one is the social platform large data what is the value of geometry? The second is based on this large number of data, the platform can give what kind of comprehensive open policy, and the continuity and stability of such policies.

The data value of the social platform

To understand the value of large data on social platforms, the first thing to figure out is how open platform partners use this large number of data.

To simplify, we generalize it to three steps: The first is to analyze the huge data generated by the platform, and then, through the analysis of the user demand behind the data, finally, personalized, accurate and intelligent information push and service promotion, and finally achieve the goal of attracting users to click and consume.

A simple example, such as a user in the Micro-blog sharing geographic location, attractions and other information, its advertising module will quickly and accurately recommend the relevant air tickets, hotels and other information.

The starting point for this process is to share the user's life on the social network. And that's the value of big data on social networks.

In addition, enterprises through social large data analysis and processing, but also low-cost public opinion monitoring, greatly reducing the emergence and proliferation of corporate brand risk.

The data value of social platforms is self-evident. Recently, Sina CTO Xu Liangje in an interview to focus on the big data, and said "Sina Weibo as a social platform, the biggest value lies in large data."

More than 500 million of the user base and the daily production of various information is the value of Sina Weibo big data. At present, it is based on a variety of commercial attempts, but for these attempts, the industry evaluation does not seem too high.

For example, including fans, Pagerank, Taobao ads, etc., based on large data products to try, to a certain extent, affect the user experience, in the use of data at the same time, produced a lot of garbage data, but also reduce user activity, the value of the platform erosion.

To be aware, the data value of social platform is not simply the number of users and user information, but based on its dynamic Data mining, analysis and API interface output, and reuse. This requires a lot of coordination and efforts, not the platform side of the ability.

As Facebook's engineering director, Parikh, says: "The big data is the real insight into your business." If you can't make good use of the data you collect, you're just a bunch of data, not big data. ”

Open scale determines success or failure

The value of large data is only the foundation, in order to realize intelligent marketing, an important level lies in how much the third party can use this data to dig.

This also includes two levels, first is the API open diversity, followed by data integrity.

In the API open, the industry has been the most expected to open platform for the company to Count Sina. Sina also really did not live up to expectations, gave a third party developers nearly hundreds of API interface, is quite rich. Before and after 2012, through these interfaces, also a lot of emerging based on Sina micro-broad data start-ups, unprecedented.

Yet the honeymoon, which is based on openness, has not yet been memorable, and Sina's approach to API openness has recently changed. Last year, Sina Weibo closed its open platform's letters interface, further tightening of the open platform interface has been made this year (the current authorization application can only read the current user Weibo that authorizes the application and cannot obtain other user Weibo; At the same time, the current authorization application can only read the relationship of the current user authorizing the application. Cannot read other user's relationship. ）。

This narrowing gesture, after Alibaba shares Sina Weibo, the more obvious.

Many developers say that data for a variety of applications has been emptied or API interfaces have been deactivated. Sina open platform Now every update is deleted more, less, and increase the function is also mostly dispensable.

Development as a current trend of the Internet (Baidu, Alibaba, Tencent, "bat" The three giants are talking about opening), Sina Weibo to the contrary, of course, Sina's openness to the API contraction, we have to recognize some of its deep-seated considerations. For example, before the opening of the letters port, causing a lot of spam information on the user's harassment, as well as with Ali after the marriage, from the Arrey of the demands and pressure.

In contrast, the quietly Tencent Weibo has made a lot of noise on the open platform. For example, domestic singing, pop, foreign Cooliris have selected Tencent Weibo, and even IOS7 system opened IOS-SDK for the first time to Tencent Weibo.

Secondly, when it comes to open integrity, the so-called data integrity is when the developer requests some kind of data, whether the open platform is limited to the number of returned data. This also best reflects the true openness of a platform.

Take the most basic to get a user's "fan list" For example, Sina, for the general authorized users, can only get 5,000 of the latest fan information, and Tencent has no restrictions.

Tencent Vice President Lau has said in his internal speech: "The key path to have user value, if there is no user value, here put a traffic, where put a traffic, the value is not." "And that is what the essence of big data openness should be," he said.

Industry is known, only data mining accuracy of more than 85%, only to achieve accurate marketing conditions. If the data mining is not accurate, it will directly affect the advertising marketing effect. And the data is incomplete, the accuracy of data mining is just empty talk.

The importance of data integrity and openness is not limited to third party openings, but also to the social platform itself, to enhance the user experience.

For example, Tencent Weibo recently on-line micro-circle, micro-hotspot, micro-channel, micro-blog housekeeper and other products, is through data mining technology, the user reading time line from games, activities, Third-party applications and other marketing and advertising micro-blog, and filter it to further reduce the spam information for users of micro-blog harassment, So that users more efficient access to high-quality micro-blog information, and ultimately realize the user to improve the reading experience.

This will be a big data mining product path, should be said to be worth learning. Because on the one hand, it can satisfy the third party developer's demand more fully, and more importantly, this is not to affect the client's product experience as the price, the implementation is good, can form a benign closed loop pattern.

Attention: Internet News http://www.joelde.com/