Big data in China

Chapter 8 The Great Transformation Opportunity for the World in the Big Data Era (2)
This relates to the purpose of data analysis - effective action.Data must reflect the value of sharing and action. Even if it cannot be shared worldwide, it must maximize resources in a limited circle and improve data assets.Just like a good company uses big data to make operational decisions, whether it is hiring or dismissing, or strategic planning, market information positioning, etc., it is an excellent embodiment of data sharing and action.

Just studying the data without making fundamental changes will not only fail to obtain powerful results, but will instead make you a resistance to big data reform.Every time a major change occurs, there will inevitably be some familiar behaviors that resist change, and this is true in all industries and fields.In the history of science and technology, the birth of new technologies such as mainframes, client-server computing, and the Internet has all been attacked by detractors without exception. The industrial revolution of hundreds of years has also been questioned and obstructed by nobles.Big data and cloud computing are not immune either, and they face similar human factors all the time.

One of their favorite sayings is: "This works without explicit verification." But in fact, opponents lack big data thinking.Big data thinking is essentially an experimental thinking, which requires the spirit of sharing and action, quick action instead of hesitation, and decisiveness instead of indecision.Big data is a new big movement sweeping the world, which advocates rapid and repeated learning and close contact with users, benefiting every user.

Step [-]: Measure and collect data to summarize feedback.

This is the last step, but it is also a new beginning.Big data starts with feedback and is always about feedback, getting information, sending information, getting information again.

If you can only analyze data, it's nothing special, there's nothing special about it.In order to make the whole data engineering (the long-term beneficial part) run smoothly and permanently, you must choose a course of action from the data analysis results, and then observe what happens, just like the work of the after-sales department of the commodity, use this Information Gather new data or analyze it in a different way to see how previous work can be improved.

This step represents a continuous optimization process that will affect all aspects of big data users.You can't just put feedback gathering on your head like a pretty hat.It is dangerous to become a decoration. Hats must not only look good, but also be warm, and then design better hats and improve their "profitability". This is the ultimate goal of big data.

It's a fact that data is affecting the world.In the past few years, we also found that there are many markets that are not open to data analysis, such as cultural publishing, music, real estate and other industries, but now the strict barriers have also been broken.We now find that all industries are moving towards digitization and dataization, and small and medium-sized enterprises in mainland China are also integrating into the global supply chain and becoming part of the era of big data.

But do we want data to be the soul of the world?of course not.As we move towards the era of big data, we have to think about this question every minute, which is conducive to keeping our "humanity" sober, instead of entrusting the world to data completely, even if it is super intelligent.

The Feedback Economy - A New Marketing Model Is Emerging

In recent years, Feedback Economy (FeedbackEconomy) has become the focus of economics research.In fact, in many fields, we have already seen the rise of the feedback economy, which represents a new marketing model and a driving force for global industrial transformation.And this is the first economic gift of big data to the world and China.

All data-centric, data-based analysis and continuous optimization not only simply improve the efficiency of business operations, but also prepare us for larger and more important changes.Devices such as mobile phones and computers record our data, such as location, preferences, habits, status, etc., and write them down from time to time. Through the mobile Internet, the above-mentioned large amount of data is transmitted to the cloud center, and then collected and analyzed by merchants.

Merchants use cloud computing technology to process these data, make comparisons, make decisions, and finally feed back to personal mobile device terminals or other devices.In this way, the data flow forms a "closed loop", which is constantly updated and fed back to improve product quality and user satisfaction.Constant and cyclical feedback will lead to positive results in efficiency improvement and optimization, which has become the operating standard of commercial companies and government departments, and has become a basic feature of the feedback economy.It will eventually surpass the information economy. Information itself has no value, and it becomes valuable only after entering this closed loop.

In 2013, three Stanford University students founded a company to treat spinal diseases.People usually have problems with sitting posture, which is the main cause of spondylosis, but most people are generally not aware of sitting posture problems, and even if they know it, it is difficult to maintain long-term attention.

How to solve this problem?The company's proposal is to design a sensor and put it on the belt.Sensors can monitor our sitting posture all the time, and transmit it to a cloud center through the mobile network.The server in the cloud center continuously accumulates data, through comparative analysis, evaluates your sitting posture and calculates how long it takes to adjust, and then it sends a signal that needs to be adjusted to your mobile phone.Just like an alarm clock, it will remind you when the time is up.

The more powerful function is that it can also send the data of your sitting posture to your friends and relatives to share and remind each other.For example, if a young man who loves to learn wears this sensor, not only will he receive a reminder, but his parents can also receive the reminder, and then knock on his room: "Hey, you should change your posture." If many of your friends have brought this device, then the data in this cloud center will be more abundant, and people can see each other's status, correct each other's mistakes or learn from each other's experience on this central platform.

This story is just a small demonstration of the form of "feedback economy". In reality, there are more forms of feedback economy enterprises.This is just a good start, and if people choose, all the data that each of us generates in our lifetime can be recorded to support real-world applications.

It is very difficult to adjust and change human individual behavior, group behavior, and social behavior. This is not only related to habits, but also related to the lack of sufficiently accurate data records.This is especially true for the Chinese. From ancient times to the present, we have always lacked sufficient precise number awareness. For example, when people ask each other when they can finish their work, the answers they usually get are "almost" and "soon" instead of "number 5". ’ or ‘Two hours left’.It is difficult to establish precise habits, but by using the mobile Internet, big data and cloud computing technologies in the feedback economy, we can make our behaviors recordable, calculable, simulateable and feedbackable, allowing everyone to participate From the positive value of big data, it promotes the transformation of the economy.

Although the mobile Internet always sends back human behavior data, its total data is huge (according to statistics, the size of data generated by human behavior in a lifetime is about 1000T (1T=1024G)), but cloud computing technology and big data The storage capacity can solve this problem.From a technical point of view, human behavior has since become recordable and analyzable.Big data achieves this with ease and almost effortlessly, which has laid the perfect technical foundation.After analyzing the data of people's behavior, the cloud center can feed back to everyone, and then share with each other according to personal preferences.At the same time, enterprises can also use this model to send their products, services and all information to users, get feedback data from them, and improve their operating efficiency.

The more timely the feedback, the more meaningful the results.Individual feedback and sharing will lead to group feedback and sharing, so that our society and economy will generally benefit.For example, with the strengthening of data collection capabilities, the models (analysis and prediction results) calculated by the cloud center are getting closer to the state of human behavior itself, and become more accurate and meaningful.When it is promoted in various fields, it will have a multiplied effect.

Education—according to students' grades, interests and behaviors, find out their talents and teach them in accordance with their aptitude;

After-sales - can collect and analyze user usage data, get feedback, and design better products or services;
Medical care - can record everyone's physical stress, function, and mental state, and do a good job in prevention and postoperative recovery;
...In this way, the scale of the feedback economy will become larger and larger, realize industrial transformation, and become the protagonist of the new era economy.From this perspective, whoever has enough user data in the future will win tomorrow.Today, what the Chinese need to think about is how to take advantage of this major trend that is sweeping the world, get on the train to the feedback economy, and strive to take the lead and become the leader of this new era.In order to get on this train, what should traditional industries do?The only thing you need to do is to combine your own situation, adopt big data technology at the right time, join the camp of feedback economy, and use feedback thinking to drive the progress and take-off of the enterprise.From now on, all people have to do is to do the necessary preparations for the feedback economy, lay the foundation, and seamlessly connect when the time comes.

If we want to win the battle of the feedback economy, we need to have the following three points: first, we can better collect and analyze information; second, we can process this information faster and integrate the information we have into the next feedback loop;
Finally, establish a "closed loop" that operates in an orderly and efficient manner.John Keren, an American scholar who studies China’s economy, told me: “The Chinese may first realize that losing weight with data is more important than swallowing more data, because China has formed an information-obese society. Collect all the data and analyze all the information to get good feedback and achieve the planned results.”

Keren's insights are so important.Over the past 30 years, Chinese people's human interaction has shifted from the real world to the online world, and informationization has come so fast that everyone has a smartphone and every company has easy access to massive amounts of information. Data, although this is not the same as "accurate analysis".Human-to-human interactions become digital, always simultaneous, and easily replicable.

For example, Chinese people are used to shopping on Taobao. First, read the user reviews, and then press a few keys, and you can receive the goods in two or three days; A few words are enough, and it is easier than calling to find a few friends; because email communication is too slow, Chinese people almost never use it for communication problems, but choose instant messaging software.As a result, the world has been digitized, we are submerged in the ocean of data, and a new marketing market has also been built.This is the basis for the rise of the feedback economy.

The transition from the real world to the online world has reduced the coefficient of friction across all industries to zero.In the future, this process will continue to accelerate until everyone enjoys the benefits of "feedback".We need to adopt better ways of observing and adapting to new circumstances to get our own chances.In the face of transformation, make the right decision, put into action and conduct experiments, apply the knowledge you have learned to future actions, and become the winner of economic transformation in the era of big data.

Big Data Explosion--Information Excessive
The direct result of the rapid development of Internet technology is that the world we live in has a lot of information every day, and its growth rate is almost a terrifying thing, so we call it "Information Explosion" (Information Explosion), also known as Information overload.Its shock wave swept across the entire earth like an explosion, and no one could resist it.

The earliest summary of this phenomenon appeared in the 20s.Statistics show that in the ten years between 80 and 1980, the amount of global information increased at an alarming rate compared with the past, nearly doubling every 1990 months on average.People feel that the proliferation of information is like a bomb blast, which is suffocating.After entering the 20s, this phenomenon became more obvious. With the emergence of the Internet in the late 90s, information was extremely inflated, and people began to clearly feel that they had entered an era of "data glut".

A great feature of the Internet is that it enables the collection and dissemination of information at an unprecedented speed and scale, and its interconnection enables global information sharing and interaction.At the same time, modern communication and dissemination technologies have greatly improved the speed and breadth of information dissemination, such as microwave and optical fiber communication networks formed by technical means such as satellite communication, computer communication and television media, which overcome traditional time and space barriers , to further connect the world into one.What followed was a surge of information, so much that it made people feel at a loss.

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