The so-called big data killing is to use big data to kill the interests of acquaintances. Generally speaking, the same goods or services, old customers see the price is more expensive than new customers. The most direct way is to watch people eat, and make personalized pricing according to portrait information such as user identity, browsing habits, equipment use, consumption history, etc., such as video platform membership services for Apple and Android devices, and differentiated pricing. Then, for example, the e-commerce platform found that the more you buy high-end goods, the higher the price and the less the discount. The indirect method will judge the purchasing power/purchasing intention/decision-making habit according to the dynamic factors of users' behavior such as searching, browsing and shopping cart operation, and make temporary price adjustment. It is common on product/service platforms with dynamic price changes.
The purpose of e-commerce platform is to make users spend more money to get the same goods/services, so as to maximize the benefits. So, how did the big data killings evolve? According to the statement, the technical principle of big data killing is essentially big data. That is to say, after analyzing the basic data and behavior data of users. , you can draw a roughly complete digital portrait for each user, including user registration and personal information, geographical location, consumption records, search habits, etc. And then accurately identify and classify users based on their portraits, and start personalized recommendation through recommendation algorithm to show higher prices to users with high spending power and strong will, which involves the personal privacy issues of the following users.
In other words, e-commerce platforms are suspected of killing big data because they have a large amount of user data, and this data hegemony provides them with evidence of user files. For those who doubt the familiarity of big data, it is not unreasonable. According to the description of users in Weibo, in addition to providing exclusive coupons for new users, users who purchase VIP members will have different prices when purchasing the same product, and some users will have different fees due to different mobile phone configurations. The big data killing algorithm mentioned above must make people suspect that there is big data killing in Tmall Supermarket. Therefore, netizens hope that Tmall can provide a more convincing explanation.