Big data in China

Chapter 30 A New Era for Everyone: Seizing the Big Data Opportunity (2)
☆Quantitative thinking: seize high-value opportunities

For today's enterprises (whether large enterprises or small and medium-sized enterprises), they are facing a new and important challenge: how to identify and analyze the key indicators that affect customer satisfaction and lead to the loss of high-value customers.This is a common problem. Fuzzy thinking can only produce rough judgments on opportunities, and it is easy to make key mistakes. Quantitative thinking can make everything clear and clear, and set quantitative standards for key goals on the basis of accurate and comprehensive data. , to fix past errors.

Quantitative thinking of big data:

●Develop a detailed blueprint: clear goals.

● Be customer-centric from the start: the results are clear.

●Set priority business and establish profit strategy: clear business.

● Obtain phased results from existing opportunities: the plan is clear.

● Create an error correction mechanism based on the feedback results: clear supervision.All in all, with the advancement of technology, we need to improve our insight and first create an intellectual advantage in the competition before we can finally reflect the results of technology.Big data thinking is essentially a kind of analysis and insight thinking, and all the core work is carried out around this point, which improves our cognition and optimizes the practice method.Learn to use the thinking of big data to analyze and gain insights into the world, and we will be able to stay awake continuously.

The new model of success - win in the ability to use data

The advent of the era of big data in China is an opportunity for many companies, but it also means brand new challenges.For individuals, how to apply a model to successfully manage these data requires us to re-examine.Someone put forward a point of view: forget "big data" and try to think from the perspective of "full data".

This is a question of empathy. Once business managers figure out the problem of perspective, they can focus more on analyzing and researching how to use these data.

Because there is still a problem to be solved between data collection and data mining, that is to recognize the gap between the two.It often results in the loss of millions or even hundreds of millions of dollars in benefits - cash or business opportunities.

The fundamental goal of big data is to reflect the existing value of data.

China's big data pioneers have been at the forefront, such as Taobao, JD.com and other e-commerce companies, whether it is software, hardware or services, they have accumulated unparalleled practical experience.Their solutions for ordinary consumer groups have achieved excellent results in the market, maximizing the value of data.

From an economic point of view, big data is more like a brand-new marketing method.It is this that determines that each of us has the opportunity to be a leader in this great transformation.Big data itself does not mean that a brand-new technology is invented, it is not technological innovation, but technology integration-in order to reflect the value of data, the existing technology is comprehensively improved according to the application requirements, just like we open up all the rooms and connect them together.If you use an image metaphor, it's like you opened a supermarket.At first, you just put the shelves there, and all the items are placed on it, allowing customers to come in and choose by themselves. This is very inefficient, because the customer does not know where the things he wants to buy are placed, and he has to find them one by one.How to integrate it?You have to analyze the existing product information and make the most reasonable and most beneficial marketing plan.For example, where should beer be placed, so that customers can see it at a glance and maximize sales; where should cigarettes be placed, so that customers can buy them conveniently.

If you analyze the habits of customers correctly, you will find that cigarettes sell best when they are placed at the checkout, because most of the smokers are men, and they are not used to looking around in the supermarket just to buy a pack of cigarettes.People subconsciously believe that smoking is very bad, so they hope that the process of buying cigarettes will be simplified.

In addition, if you analyze the mental information of customers, you may be surprised to find that beer is ideally placed next to baby diapers.We have mentioned this fact before, so why?Because the fathers who are "ordered" to buy baby diapers are usually the fathers of the babies. They are "forced" to do this job, and they are very upset. So when they see the beer next to them, many people will buy a bottle or two. .This is the embodiment of obtaining value by integrating data and analyzing information.

If you start your own business or as a manager of an enterprise, how will you collect and use the data in your hands?They are a mouth-watering treasure.Like a real estate agency, you have to constantly analyze the socio-economic prosperity index to understand the overall economic operation of the society, judge how the real estate market will change in the future, and how people's consumption and investment ideas will change, so as to adjust your A strategy to maximize the value of the data in your hands.

In fact, almost everyone (participating in the data industry), whether it is an intermediary company, a government agency or a market research company, has been integrating and analyzing the data they have for a long time.This may be a passive, mindless work that used to be called data mining instead of big data.This shows that the value of data has long been recognized by people, and relevant investment work has been carried out.People need to analyze user preferences among the collected data, and then guide their own business decisions and draw relevant and correct conclusions.

Nike's new product has a wonderfully good story.It is the first super company in the field of sports products that smells and seizes big data business opportunities, such as Nike+ running shoes.As early as 2006, Nike has been looking for how to make running fun, and finally found that it can be combined with music to achieve this goal, so that the boring, tedious and physically demanding running activities can be fun again.Thus, Nike+iPod was born.

In the first stage, Nike+ just completed "running while listening to music".In fact, many companies are doing this kind of thing, but Nike's breakthrough is that their R&D personnel began to focus on the role of data.For example, by adding sensors to the shoes and installing a receiver on the iPod, runners can see a series of running data such as their pace and distance in real time.

The second stage is a higher goal, that is, an Internet community built with big data, where people can share their sports data, combine it with social networking, and successfully integrate sports and life perfectly.That way, instead of throwing away the shoes after wearing them for two months, people build a stronger relationship with Nike.Nike not only allows consumers to buy and use their own products for a long time, but also gets beneficial information feedback.

Relevant financial reports show that in the first fiscal quarter of 2013, Nike's revenue in North America reached US$27 billion, a year-on-year increase of 23%. Due to the timely intervention of big data, the company's performance has grown rapidly.Until now, technological advances have brought the value of data to the fore, changing the formula for success.Whoever is better at analyzing and utilizing data is more likely to succeed.An industry must constantly create new demands in order to win more markets, and analyzing and utilizing data can achieve this goal.We use information technology for data mining, which can create more and more practical value from massive information.Data collection can be done through the Internet, tracking and statistics are very convenient, and sometimes even without any manual work, it can be done with a computer.For example, software can easily track the usage traces of data users.For example, relevant operators automatically collect all the online behaviors of consumers and the webpages they browse, and provide them to companies or individuals in need, and then use these data to judge user preferences and carry out targeted marketing. Get value from it.

In general, the more data you collect, the better, if you want to be successful at something.But more importantly, you need to learn to use them, let these data create and improve customer experience, and help you develop and strengthen the market.In all key links, you must fully apply data to help you narrow the gap with pioneers and interact with the market.This is our window into the market.

Deletion - What data is at risk?

From the first day of the big data era, our lives are destined to be filled with data.This is an era when everyone needs privacy but does not know how to care about and protect privacy. Almost everyone is publishing data, hanging them online or disseminating them to public platforms.People both radiate outward and absorb inward, consciously or unconsciously collecting various data and information.At this time, if you don't learn to "delete" them intelligently, your life will become a dumping ground for useless information.This is the necessity of deleting data. At the same time, I want to tell you a word: we must use data and forget data.

For us, forgetting is the norm and remembering is the exception.Why do you say that?Because of all the data generated every day, almost most of it is of no value to oneself (although it may mean immeasurable value to others).You receive 30 text messages, 27 of which are advertisements, and you need to delete them; you read a newspaper, only two news items are of interest to you, and the others should be deleted; If you feel boring and regret it, then you should delete this unpleasant experience as soon as possible.The development of digital technology and the growth of network power have flooded our lives with data.Making the most of them can help you succeed, but being able to identify them clearly determines how successful you can be.

When data spreads like a virus, remember the knowledge that is useful to you, and delete the information that is useless or even harmful to you.Sometimes this may require a high cost, just like every company has to buy a shredder to destroy those "useless" and "harmful" files, you also need a data shredder, put it Put it in your schedule, put it in your brain.Otherwise, if you memorize everything verbatim, it's not only maddening, it's hopeless.This process is like inviting you to a debate.In this protracted debate, you look for detailed arguments laid out line by line, ready to mark those places you agree with, mark and save the contradictions carefully, and think about what may lead to answers.and then?Questions or sections that are not worth the effort are skipped, leaving room for later topics.

It's like having to clean your computer regularly.People are constantly creating new files and storing new information in the computer, and at the same time, those expired and meaningless files must be cleared every once in a while.They may be several online novels that have been read six or seven times, several movies whose plots have been memorized, dozens of pictures, thousands of Internet records or other junk files left by operating computers.

Not only is this data useless, but it is dangerous to keep it. It is very likely that others will collect and analyze your living habits, such as what hackers are doing.Therefore, I have always believed that it may be a huge mistake for people to actively embrace this powerful tool before understanding big data.If you don't know how to protect or delete personal privacy, you will only realize how frightening and frightening it is when they are leaked.

My advice to big data-crazed netizens is to take absolute control of your private information and learn how to keep it from falling into the wrong hands.

If you have been overwhelmed by data, then from now on, properly "delete" them.We must make our own life just life, not a clear display in the eyes of others; we must learn to distinguish and then make decisive decisions, let the data go through a screening process, keep the nutritious ones, and get rid of the harmful ones.It's that simple, but it's not easy for everyone to realize and take action.

Now, it is important to foresee the future

The greatest effect of big data on individuals is that we can use it to predict the future and discover which is priority information and which is secondary and unimportant information.It is like a person walking on a dark road and suddenly seeing a brightly lit sign.This simple sign reads:

To the left is the asphalt road to the long-distance bus station; to the right is the subway station to the airport; to the front, you will see a convenient hotel; to the back is the direction you came from, but there is one you have overlooked delicious home cooking restaurant.

A small sign, clearly let you see your future - where will I go tonight.This is what big data does.Through the prediction of sophisticated systems, our future is easily grasped by others, but we can also use this tool to discover this and help ourselves to make effective decisions, instead of smoking in the dark and not knowing how to proceed Do.

The future is always of higher value than the past, and whoever controls the future controls the world.Someone said: "In the future, each of us will have a 15-minute chance to become famous." This is an invisible hand controlling these 15 minutes.This hand is called "information".For example, in the era of information hunger, whoever can get a piece of stock market insider news 15 minutes in advance will be the next person to get rich overnight, and those who are only 1 minute late cannot get so much wealth.

The opportunity for success is always fleeting, whoever sees it first is the winner!In this world, many human behaviors follow some established and fixed laws. There are always rules to follow when something happens. 90% of human behavior is predictable.So what if we could have foreseen this some time in advance based on some information?The result is that you succeed.

That is to say, when you digitize, formulate, and model your life, put them into the big data system for analysis and prediction, you will find that everyone is actually very similar, and the occurrence and evolution of everything is also very similar. They are all very similar and very regular.Although some things seem random and accidental, they are extremely easy to predict, as long as you find clever connections between different pieces of information.

Now, there are so many opportunities in all walks of life, and there is an upsurge of entrepreneurship everywhere, full of attractive opportunities.But in fact, there are countless places that people can't see clearly.Most of the time, people only see one successful example, but the losers who fell behind are not found at all.

There are thousands of people around you rushing forward, trying to outdo you, and you want to outdo others.What should you do?How to foresee the future and avoid risks?This is what big data can give you, and it is something you can grasp, provided that you take it as seriously as you do with your own life.

Big data is not only the behavioral statistics of human society, but also a science that can summarize the operation of the universe. It is dedicated to counting and categorizing every piece of information, as long as you can design a system suitable for it and collect it flexibly and practically. And by using data, you start a new era of your own, bid farewell to the past completely, and move towards the future in a new way.

(End of this chapter)