Big data analytics insights play an increasingly important role_Data Analyst Exam
1. Using billions of times a day of service location data, presenting a dynamically updated map of the Spring Festival population migration
Sun Chao, who works in Beijing's Zhongguancun, took the high-speed train back to his hometown in Shandong Province only on the afternoon of New Year's Eve this year. Unlike previous years, for this IT engineer who just graduated from university, this time he knew his route home was one of the most popular Spring Festival migration routes in the country at this time. He even knew that on New Year's Eve, the largest number of people moved out of Beijing, with Sichuan, Shandong and Henan being the most popular destinations, while those whose hometowns were in Henan and Sichuan were the ones who went home the latest, as these two provinces had the largest number of people moving in on that day.
This refreshing "knowledge" comes from the "Baidu Maps Spring Festival Migration Data" project, which utilizes Baidu's billions of daily location-based services (LBS) data from its backend. Baidu's background billions of times a day based on location-based services (LBS) positioning data for calculation and analysis, to show the trajectory and characteristics of the Spring Festival before and after the great migration of people. Ordinary Internet users only need to visit the web page "qianxi.baidu.com" to see a migration map, and by selecting different routes, cities and times, they can learn about the latest developments of the National Spring Festival, including the hottest routes and the most popular cities of the current National Spring Festival.
The Spring Festival is one of the largest short-term population movements in China and even globally, and communication is one of the most basic needs of people during the migration process, so there is a high degree of overlap between cell phone users and the migrating population, and the vast majority of the migrating population are cell phone users. The location services used by cell phones when surfing the Internet also reflect the location of the cell phone. Baidu LBS technical director Gu Weihao said, "We analyze the change of location, for example, you will use the phone in Beijing, after a few hours you find that you are using the phone in Shanghai, which means that your location is changing in these hours." Baidu through the cloud computing platform data processing and analysis capabilities, coupled with accurate positioning, to create a more comprehensive, accurate and instant reflection of the population migration status of the "Great Migration" map.
"From this map, you can see where the trend of the Spring Festival population migration, we even marked more than 300 prefecture-level cities across the country, you can instantly understand the migration dynamics." Gu Weihao said that by analyzing the time dimension, it is also possible to compare the differences in migration at the same time on different dates. As an experiment, Baidu's "Great Migration" map, which was launched on January 25, just stopped updating its data on February 14th.
Shen Hao, director of the Institute of Survey and Statistics at the Communication University of China, said Baidu's Big Migration Data, which visualizes China's Spring Festival migrations, is a valuable innovation.
"Studying the Spring Festival population flow through Baidu's population migration data can provide a reference for the transportation department's policies and services, and its openness can also provide a reference for ordinary people and enterprises to live and produce, which has great social value." Shen Hao said.
2. Mobile phone location request is like a person's footprint, big data collection of individual users fragmented behavior
Baidu's "Great Migration" map not only allows the public to experience the Spring Festival in another way, but also creates an opportunity for ordinary people to come into close contact with big data.
"This map shows the impact of mobile maps and even the mobile Internet on daily life." The reason why the mobile Internet is "mobile", in our opinion, is that it can provide differentiated services to ordinary people through location-based services, including positioning," said Gu.
Statistics show that as of December last year, the number of cell phone Internet users in China has reached 500 million, in this context, the amount of data generated by cell phone Internet users location services has been "big data" level. Last August, Baidu Maps LBS open platform has accepted 3.5 billion times a day of location service requests, equivalent to 40,000 times per second.
Discovering knowledge is the real value of big data, and it doesn't make sense to just store data without digging into the underlying information. Currently Baidu LBS open platform has gathered more than 400,000 third-party developers to provide background positioning services for hundreds of thousands of APPs, which have covered hundreds of millions of cell phones. "There is more demand for positioning, which generates more data, and we will mine more knowledge from this big data to generate more new product ideas based on time, location, hotspots and regionality." Gu Weihao said, the Spring Festival migration map, is on top of Baidu's big data analysis capabilities, to dig based on geographic location services unique data and unique knowledge, resulting in the birth of an innovative product.
Before doing the migration map, Baidu also did a few interesting things. Such as the Beijing Haidian Huangzhuang subway station to do an analysis of the density of the crowd reflected by the density of the location, found that the subway D exit basically no one to go. This kind of data on public **** facilities, it can be shared to the relevant departments for reference to optimize the configuration.
Experts said that the cell phone positioning request is like a person's footprint, from this footprint, you can see which stores are popular, or a certain type of people prefer what kind of stores, this analysis can be used to optimize the offline and online transactions, "footprint" can also be used to predict, mine the city's road information, real-time discovery or prediction of road conditions. The new technology can also be used to predict and mine information about road conditions in a city, to find or predict congestion on the roads in real time, and to avoid congestion and take the smoother roads.
Wang Jin, senior vice president of Baidu, believes that the development of the mobile Internet makes people create data anytime, anywhere, and developers should make full use of big data to carry out intelligent operation and develop a new generation of applications. The "footprints", clicks, browsing, and messages in the network directly reflect the character, preferences, and wishes of consumers. Big data can also be seen as a collection of fragmented behavior of each user.
Big data is not only huge in volume, but also diverse. At present, the Internet interaction data accounts for an increasing proportion of about 85% of the total volume of big data, and the data of traditional industries is roughly only 15%. And due to the comprehensive digitization of society, the sources and types of data generated are increasing in number and speed, 90% of all the information data in the world was generated in the past two years, and the amount of new data added every day is 25 petabytes (PB), which is equivalent to the sum of the information volume of 1,500 national libraries.
3. The effect of big data is not only on the mobile Internet, which will help promote information consumption and social livelihood
The utility of big data is not only on the mobile Internet, which is considered to be another disruptive technological change in the information technology industry following cloud computing and the Internet of Things, and will have a tremendous impact. At present, the development and utilization of big data is still in its infancy in China, and some e-commerce enterprises are using big data to do some research reports and trend analysis, while from the trend, big data will be expanded to the field of scientific research and government management in the future.
"The advent of the era of big data on the application of information technology has two main aspects: on the one hand, prompting data access, data storage is more extensive, such as the emergence of cloud computing, cloud storage; on the other hand, inspired by the information technology to mine the data of the strong demand for the future development of information tends to enhance the value of the information and decision-making intelligence, such as the construction of smart cities. " Digital China expert Shi Wenzhao said.
Baidu Chairman and Chief Executive Officer Robin Li believes that big data is now showing the most important value in two aspects, one is to promote information consumption, accelerate economic transformation and upgrading, and the second is to pay attention to social livelihoods, drive social management innovation.
Traditional manufacturing industry with big data, can be upgraded from "manufacturing" to "intellectual" - from the product design end to the final sales, can be through the big data for intelligent analysis. Analyze. Enterprises can quickly respond to market demand, scientific research and development of products, and accurate marketing. At present, the automobile industry has been using big data to mine hundreds of millions of netizens' requests related to automobiles, forming industry indexes and analysis reports to help automobile enterprises understand consumer demand. In terms of content innovation, traditional electronic and electrical products such as cell phones, TVs, refrigerators, etc., have become intelligent thanks to big data, stimulating a new round of consumer demand from users. Strong consumer demand, in turn, directly promotes companies to utilize big data for product form and content innovation.
In terms of social management innovation, the Spring Festival Migration Map, a case of ordinary people getting close to big data, is a new data-based attempt in the transportation field. In the future, in education, employment, public **** health and many other key areas, big data analysis insights, will also play an increasingly important role.
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