Big data in China

Chapter 23 Big Data and Life Change (2)
Each of us is a small denominator in the big data world, and at the same time, we are all VIPs entitled to personalized services.

According to Tang Xing, the next step for Green Mirror will be to enter the field of news and sports programming.The new version allows users to set their own time to watch the program. For example, when they wake up in the morning, brush their teeth and stretch their bodies, they want to browse the news for 10 minutes, then the user can choose the option of 10 minutes, and they can watch it during these 10 minutes. The most exciting news ever.If you are a football lover, you will definitely like this version, because in a 90-minute game, the most exciting part is often only 10 minutes, and most fans just want to watch the goal.

In fact, for iQiyi, Green Mirror can also generate another product - more accurate ratings data, which many producers are dreaming of.

For example, there is a studio in the suburbs of Beijing. The producer Wang Fan made an emotional talk show called "The Big King and Little Wang". It is his homework to study the ratings of the previous program. Wang Fan The data comes from third-party organizations.

The problem is that the statistical methods used for a long time have not satisfied the industry, and the accuracy of the data used to measure the ratings is not high.

The traditional ratings survey adopts the sampling survey method: in a city, a certain number of sample households are selected according to the sex ratio, age distribution, occupation and income of the local residents, and the overall viewing rate is calculated by monitoring the content of the sample households. Regional ratings.

In fact, the number of sample households is very limited. For example, a city has a population of tens of millions, but the number of sample households usually does not exceed 500.And if some sample households are bribed to fix the channel they watch on a certain TV station, it will affect the ratings of the entire region.Up to now, although no actual cases of sample households accepting bribes have been exposed, the mutual accusations between TV stations have never stopped.This explains a big problem to a certain extent.So for Internet giants such as Baidu, this is a big market.

Green Mirror data is now only provided to partners as a value-added service, and has not been sold separately as a product.For example, when iQiyi purchases the copyright of online variety shows such as "Where Are We Going, Dad", it will give the analysis results of Green Mirror data as a bonus to the TV station.

This is the advantage of Green Mirror. The number of samples is large, and the accuracy of data analysis is high. The number of hits of some popular videos can even reach tens of millions or even hundreds of millions.With the continuous improvement of the accuracy of Green Mirror, the data of these video websites will gradually affect the production of upstream film and television content.

Many video sites are doing this content. After purchasing the program, they provide the producer with the overall playback volume, user feedback, and preference association of a certain program type, and persuade the producer to make adjustments to the program content based on these data.Of course, this will take a certain amount of time. After all, there are still many problems between traditional production and the use of big data. Most producers still prefer traditional methods, such as traditional producers like Wang Fan. , he would prefer the data of CCTV Suofurui, because the data provided by the video website lacks authority for him.

Tang Xing talked about the concept of user Facebook. He said that iQIYI will subdivide user groups in the next step, including the audience's gender, age, location and so on.Because for users of different genders and age groups, there is a big gap in favorite themes, and the regionalism is also obvious. For example, audiences in the north prefer Guo Degang, while audiences in the south tend to like Zhou Libo.After the division of Facebook is completed, different viewers will receive different recommended content. Even for the same user, the recommended content on PC and mobile phone is also different.Facebook segmentation can provide more accurate data, which alone can attract a large number of advertising.

Prior to this, when the major portal websites guide users to watch programs, the editors in the background usually recommend them according to their own preferences. Before the program goes online, they need to watch it several times, select some key points from it, and then make an attractive program. The title of the is marked on the progress bar. "Guess you like" is the principle, but the reference data is the actions of the same user within a period of time.For example, if a user searches for a video after watching this video, the higher the data relevance, the easier it is to be listed on the recommendation list.The algorithm of big data is closely related to the number of clicks. Each algorithm engineer may only increase the success rate of the recommendation by a few tenths, but the contribution to the overall traffic of the video website may be millions or tens of millions.

Transparent Society - Privacy Explosion

While big data brings us convenience, it also has a big hidden danger-the explosion of privacy.For example, if you delete a certain file on your computer, clean up your browsing traces, and feel that your privacy is protected, but in fact, every Internet action you make is stored in a database in the background.There are countless cameras in every corner of the world for 24-hour surveillance of public areas.

These giant commercial databases can dig into your financial situation and sell the information to anyone willing to pay if they want.In the global interoperable information network, your every browsing is recorded.Wondering where your car went?Smart toll roads can do it.

The ever-changing new technologies are more seriously searching for our privacy.Do you feel nervous living in such a world?It's hard to imagine people answering no.In the era of big data, each of us is a completely transparent person without any privacy.

As long as someone who has the relevant technology wants to do this, he can put everything in the sun and let everyone in the world see it.Massive data is making monitoring easier, and the cost of monitoring is getting lower and lower.Especially now that we live in a digital world, everyone is like a business card, marked with symbols and stored in the database.Just imagine, your usual ID number, bank password, account password of various communication tools, mobile phone number, etc. If these numbers are used by people you don’t know or even imagine, do you still have privacy?

It is reported that the amount of data in our era is growing exponentially.Last year, this number reached 2.8ZB (1ZB=1024GB), and by 2015, this number will double.Three-quarters of these figures are contributed by personal creation and movement of digital files.For example, a standard American office worker can contribute 3 million MB of data per year, an average of about 4 MB per day, including downloaded movies, documents, emails, and additional data generated when these data are transmitted through mobile or non-mobile Internet quantity.

These data look like a mess of sand, without any correlation. However, in the face of huge computing power, these massive data have been efficiently integrated, and they reflect the connection in every small detail.

The outbreak of the "Prism Gate" incident reflects the most powerful resistance to the disregard of personal privacy.Now more and more people like to use Facebook, but did you know? Facebook has realized the automation and real-time collection of personal information.According to the financial files at the time of the initial public offering, the data volume of pictures and videos for each user on Facebook is about 111MB, and the number of Facebook users has now exceeded 10 billion. Calculated, this is a full 100PB (1PB=1024GB) personal information data.With this data, we can even peek into a person's future.

Adam Sadiq from the University of Rochester in the United States and John Crumb, an engineer from Microsoft Labs, found that they could predict with an accuracy of 80 percent where a person might be at up to 80 weeks in the future.To this end, they collected GPS data from 32000 individuals and 307 vehicles over 396 days and built a "large-scale data set."

Consumer monitoring has grown into a multibillion-dollar industry in Western countries.The companies among them are basically not subject to any supervision. Even if you are a very influential person, your personal information will not be sold for more than one dollar during the transaction.

The power to monitor and be supervised is unbalanced, with larger corporations and stronger governments with more powerful data analysis capabilities in their hands, so they have the ability to freely use this information without supervision.

What the "Prism Gate" incident reflects is this potential danger.So I have to say that with the advent of the era of big data, the challenge we face is to establish a new set of supervision and checks and balances, so as to regulate the behavior of the government, so as to build a more open society and reduce the harm caused by big data errors .

Living in the era of big data, people's privacy will be leaked inadvertently, and the traditional method of keeping secrets has lost its effect.This requires that companies that store and manage information need to take a responsible attitude and courage. They will face greater responsibility, and this should also become a new privacy protection model: the government should not assume that consumers are using companies. voluntarily disclosed their privacy when products such as mobile communication tools, which means that they authorize the enterprise to use these privacy.

Greater power means greater responsibility. Now is the time for those big companies and governments that control big data to take responsibility, build security, and improve the protection network.

Are you ready for digital life?
The world 20 years ago was unimaginable to the ancients.And the world today is far from the world of 20 years ago.Now, it is no exaggeration that big data will grasp our every move and even be able to predict our next move and the next move.

Therefore, a very serious question is: "Are you really ready for a digital life?" In the era of big data, we are faced with too many choices.For example, when waking up in the morning, what brand of milk to drink, what kind of news to watch, what music to listen to, and even whether to use a laptop or a desktop computer for work, all constitute a choice.At the same time, due to too much information and too fast updates, we are also facing too many traps, as well as a massive bombardment of commercial information and people of various identities sending you information.These not only change our lives, but also test your ability to think independently, make rational decisions and create.

How will you deal with these dizzying changes?My advice is, even if you're not sure how you're going to respond, at least don't run away.When life is stepping into the era of data, it also provides us with unlimited opportunities to use big data technology to improve and enhance the quality of life.You can target yourself, or you can help others.

For example, Oxford University has established the UK's first medical and health research center that comprehensively uses big data technology. By collecting, storing and analyzing a large amount of medical information, it can determine the direction of new drug research and development, thereby reducing drug development costs and at the same time contributing to the discovery of new treatments. means provide clues.

Also, some students from Princeton University in the United States launched a "magic carpet" project for the elderly living alone.The specific method is to install sensors that can record the footsteps of the elderly on ordinary carpets. When the elderly walk on it, the corresponding data will be uploaded, and the computer will receive and analyze the data, and then compare them with the footsteps of the elderly when they were healthy. This will help you determine if you need medical attention.If necessary, an alarm is automatically triggered and the information is sent to nearby hospitals in real time.

These are great innovations, which show that in addition to creating profits for enterprises, big data can also pervasively improve our quality of life and provide convenience for ordinary people.We must know that the ubiquitous massive information is now changing the whole world and our daily life. An unspeakable big data revolution has quietly arrived, and it is taking over and controlling our lives.

You have to be ready, and you should also take active actions to make digital life your new habit and improve your life, work and social circle.

(End of this chapter)