Big data in China

Chapter 25 Big Data and Social Change (2)
Big data is to analyze information in this way of collection and recording, so as to understand a user's preferences, which is equivalent to building a communication bridge between consumers and products, and product designers understand this information. It will be able to better start from the experience of consumers and develop products that consumers love.Against such a background, traditional business rules are being quietly rewritten, and a brand new model will emerge.

Let’s take a game company as an example: after a traditional game company produces a game, it will be tested and released, waiting for feedback from players and users. A step-by-step launch plan, such as releasing a new version of the same game or developing a new game from scratch.This mode is relatively sluggish and passive, because designers can only design a game with inspiration. If the vast majority of players and designers have the same taste, then the game will be very popular, and if players do not buy it, The game would fail and would soon be overwhelmed by the market for newer and faster games.

Then we can easily understand that the previous game output method was too single, and the game manufacturers only relied on inspiration and luck to output to users one-way. One can imagine how likely this kind of game is to become popular.It's like you want to invite a stranger to dinner, and you don't know what he likes or dislikes. As a result, you may order a table of dishes that he doesn't like. don't move.What's the use?
In the era of big data, this situation has been changed.The game company can analyze the player's preferences from the collected database, and can know the parts of the game that are difficult for players to pass. Some levels may not be popular with players, so the designer can promptly modify these deficiencies. place.On the other hand, through the analysis of data, designers can also make several different versions of the same game at the same time, so as to adapt to the appetite of different players.In this way, the success rate of a game will be greatly improved.

Big data has also provided huge intangible wealth for emerging online shopping in recent years.Tmall and JD.com, which we are most familiar with, have achieved surprising results in the field of online shopping.Why can it be so successful?Maybe you should understand that we have transaction records for every transaction, and the data records left by these massive transactions are the most objective analysis of wealth growth. After the analysis and processing of big data, merchants will understand people's shopping Habits, so as to select users in a targeted manner when pushing advertisements.

Some people joked that "Tmall and JD.com know women's size better than their boyfriends." In fact, it is through big data processing that they analyze women's favorite brands, the sizes and models they often buy, and what consumers prefer. Priced products, men like to buy what gifts for women.These data become the reliable basis for manufacturers before designing and producing.

For example, mobile phone manufacturers can analyze people's acceptance of the price, whether the 2000 yuan mobile phone is more popular or the 3000 yuan mobile phone sells better; it can also analyze people's concern for the battery capacity of the mobile phone, whether the battery capacity will increase or not. Affect mobile phone sales; for female mobile phones, special attention will be paid to the level of pixel resolution and so on.If you can accurately grasp this information, then the products you make can easily become hits.

The success of the popular comedy movie "Thai" in 2013 may also give us more inspiration.Nowadays, with the gradual upgrading of people's movie taste, many people feel that "there are too many bad movies these days", and most people lament that there are too few movies like "Thai" that can cater to the audience's appetite.Now that we are in the era of big data, can we improve the success rate of a movie through big data analysis?

There is a website called "The-Number", which has collected information about all commercial films in the United States in the past few decades, including the types of various films, starring roles, film budgets, box office and awards won.What is the purpose of doing this?
Through data analysis, they can use a specific calculation method to predict the movie box office.Not only that, for a film being shot, these massive data can also provide constructive references.For example, if a certain actor is used for a certain role in a movie, the box office will increase a lot.This makes a film full of initiative before it is released to the market. We can even say that in the process of enabling a certain actor, it is already reaping box office.

Therefore, in the era of big data, data adds more basis for our decision-making, and for the future movie market, it will also greatly reduce the occurrence of bad movies.

As a digital medium, big data is becoming a resource of increasing concern to the majority of producers.Use big data to reduce avoidable risks in the production process, discover consumer preferences, improve product defects, and improve the situation of "making cars behind closed doors" from the source.Big data is serving as a communication bridge between producers and consumers. Product designers are more relaxed, and consumers can easily satisfy their preferences.

Social Big Data--The New Marketing Revolution
This is a smart advertising revolution sweeping the world. Based on the natural advantages of social big data, pervasive advertisements are everywhere.As long as we are "social people", still generating and using data, browsing the web, and using mobile phones, intelligent systems can display all kinds of advertisements in front of our eyes.

High-efficiency advertisements no longer come from the hands of big-name creatives in 4A advertising companies, but from intelligent software supported by social data.It works automatically without manpower; it can automatically track, collect and analyze the areas that users have recently paid attention to, and then push corresponding advertising information.

Facebook has built a high-precision advertising system that can replace traditional advertising agencies. That is, advertisers only need to upload tens of thousands of product photos to the database. Features, automatically generate relevant advertisements, based on the rigorous data analysis of the user's social relationship graph.Thanks to the invention of the technology, Facebook's ad revenue climbed to nearly $2012 billion in 50.

This marketing revolution is mainly reflected in three aspects:
☆Personalized user experience

User experience itself is something that consumers pursue and care about very much. If it is added with personalized features, it will certainly promote the success of sales.

For example, Google has released a new video of Google Glass, which shows how to interact with it and other service functions during its use.This pair of glasses can carry out mobile communication, photography, GPS positioning, and has very powerful multi-purpose functions.Although there are always doubts about its practicality, Google is still very firm, because its rationale is based on the personalized user experience.

When people experience the products, systems or services they use or expect to use, they always hope to be self-centered and integrated with their own personality.This is why good companies have begun to emphasize customer-centricity rather than product-centricity.

For example, Zhou Hongyi, the chairman of Qihoo 360, has emphasized more than once that all employees should think like "Xiaobai" and act like experts.why?Because he wants his employees to imagine every potential user as a computer idiot and create the most simple and easy-to-operate customer experience.

Satisfying the individual needs of users is the most critical concept in the new marketing field in the big social era, and it is also the inevitable result of social big data.Whoever has a better user experience will have a higher brand intimacy, and of course a better impression on users.

There is also a very realistic example in China. Suning.com has always been ambitious, full of ambitions, and invested heavily in the online shopping business, but why can’t it beat JD.com and Dangdang?It is not a lack of money, but a loss in user experience.What is the experience that users care most about and the personalized service they need most when shopping online?is speed.JD.com can deliver within a limited time, and often delivers the goods on the same day, but Suning.com still maintains a snail-like logistics speed.

For users, in such a fast-paced social life, such an experience is very bad.So, people like JD.com and Dangdang, but not Suning.com.

Only when more and more Chinese companies start to really care about the personalized experience of users, can they officially enter the era of big data and understand how to use social big data to provide personalized services according to the unique needs of different users.

In such an era, the behavior and thinking of users have undergone tremendous changes. Ordinary people can more and more influence the strategy of the enterprise, affect the existing business and future development of the enterprise without doing anything.There is no doubt that with the development of social big data, the relationship between users and merchants has undergone a revolutionary reversal.

In the era of big data, we can provide better services for user experience based on social data. At this stage, we can do well in at least two aspects.

First, based on cloud computing, the overall data can be obtained to the maximum extent.Use these data to provide a reference for judging the needs and preferences of customers, which in turn contributes to the design of user experience.

Second, based on social tools, we can tailor and personalize marketing according to the different needs of users.In the face of a market where user needs are gradually segmented, with the powerful data analysis of big data, we have sufficient conditions to help companies provide personalized services and marketing to different consumers.

In general, personalized user experience is to target the right customers at the right time, say the most appropriate words, and make the most correct marketing.We want to make personalized marketing an intimate companion for users, bringing them a fast, comfortable and intimate experience.If you are a manager of an enterprise, you have to make yourself the best friend of users, know what they are thinking and what they want; not only understand their past and present, but also predict their future.

☆Real-time marketing decision-making
The biggest change of big data to marketing is the way and efficiency of decision-making.In the traditional era, the process of marketing decision-making is quite troublesome, and it cannot be realized in real time at all.For example, when a company used to do Internet marketing, it usually targeted the website, and then the website locked the target group, and then locked the group that the company wanted to spread, and then made corresponding marketing decisions.But in the era of big data, marketing is carried out in the mode of matching advertisements with content and keywords, and this mode is real-time and automatically pushed, and the results are more accurate and cover all groups of people.In a real-time, precise and full-coverage marketing environment, every user has nowhere to escape. As long as he browses the web, he will be informed of the company's products in the first place.The realization of this goal is based on the premise of new digital marketing technology, which can track and target Internet user groups, calculate consumers' preferences and interests through massive data, and convert them into targeting consumer groups. Advertisement, in order to achieve accurate and personalized advertisement push for each person.

At this time, decision-making becomes a real-time high-efficiency behavior.We can monitor or track the mass behavior data generated by consumers on the Internet in real time, aggregate, calculate and mine it, and then discover conclusions and make correct marketing judgments based on the mining results.

☆Interest map and consumer behavior orientation
In our marketing work, there has never been an era where we need to know the strategy of sharing and communicating with users more than today.This is because the interests and consumption habits of users have more and more obviously affected the sales and decision-making of enterprises.If you don't respect these two characteristics of users, you will definitely lose quickly in the new round of competition in the big data era, and once you lose to your opponent, it will be difficult to have a chance to come back.

What is the role of social media in this?It can formulate targeted communication strategies by mining user data.Which user data can provide this value?The comments, uploaded pictures, music, videos, etc. they post on the Internet contain the user's consumption tendency.Even what web pages you have browsed will be the basis for this judgment.

A marketing manager of General Motors of the United States said that the essence of social media is the communication and interaction of emotional maintenance. This information is very valuable data, and they will play an increasingly important role in marketing.For example, if a user wants to buy a car, according to the previous method, he may first read the paper advertisement, then go to a physical store to check it out, test drive it, and finally pay for it.But today, users can easily skip this process. They get in touch with other customers' evaluation feedback from social media and mobile terminals, thus changing their pre-purchase plans.

What about enterprises?The manager said: "Enterprises need to track this information through social platforms to learn their ideas, design and improve products in a targeted manner, and formulate corresponding marketing strategies."

Because of this, targeted advertising through social networks has become an inevitable choice.This is the reason why smart advertisements began to appear on a large scale. An advertising manager of Tencent pointed out that the development trend of smart advertisements in the future will develop in four directions: video advertisements, Weibo advertisements, wireless advertisements, and display advertisements.Moreover, in China's online advertising, video placement ads and rich media ads will be the main driving force for the continued growth of display ads.These advertisements are aimed at the user's interests and consumption traces.

On social platforms, the more people share and communicate, the more footprints they leave behind.With the support of these data, enterprises can produce more correct decision-making basis.The core of big social data is to build an unimpeded bridge between social networking and marketing, so as to stimulate people's enthusiasm for sharing and enable enterprises to gain new marketing momentum.

The way of communication between enterprises and users is undergoing tremendous changes, and more and more enterprises are actively embracing this change.In a telephone interview we conducted with marketers in China last year, nearly 70% of the respondents said that the motivation to promote their use of data management platforms in the field of advertising and marketing came from the need to mine big data.Big data applications from the social field are revolutionizing the global marketing industry. Social platforms are no longer just a media tool or a networking tool, nor are they designed to allow people to remember recommended information, news topics, and emotional stories from different circles. More importantly, it has given birth to people's potential consumption demand, so that companies can easily record their consumption curve.

(End of this chapter)