With the rapid development of the mobile Internet, the transmission of information is increasingly convenient and fast, and the end-to-end demand has become increasingly prominent, looking at the entire field of the mobile Internet, the data has been considered to be the cloud computing, the Internet of Things after another major disruptive technological revolution, there is no doubt that the big data market is to be tapped into the gold mine, the value of which is self-evident. It can be said that who can master and reasonably use the core resources of user big data, who will be able to further develop and grow in the next technological change.
Big data can be said to be the first time in history will be all walks of life of users, program providers, service providers, operators, and the entire ecosystem of upstream vendors into a large environment, whether it is the enterprise market or the consumer market, or the government **** services, are or will be inextricably linked with big data.
Recently, there are a lot of articles talk about the value of big data, as well as its value in what aspects, here we are on the core of the specific value of big data to sort out the summary, I hope to help readers better informed about the big value of big data.
The core value of the study of its users in the end who?
When it comes to value, the first thing you have to do is figure out who the users really are. There are for the enterprise data market, as well as for the end consumer, as well as for the government public **** services; secondly, we must figure out the form of expression of the core value of big data, the value of the embodiment of the process and the final presentation of the results.
The development of business is inherently dependent on a large amount of data analysis to make decisions, for business users, more concerned about decision-making needs, in fact, as early as in the BI era this was pushed to the agenda, after more than a decade of exploration, and now has formed the data management, data visualization and other segments to strengthen the impact on decision makers, to achieve the effect of decision support. There are also corporate marketing needs, which, by nature, focus on precision marketing for the consumer market.
For consumer users, their demand for big data is mainly reflected in the ability to search for information on demand and provide friendly and credible information recommendations, followed by the provision of higher-order services, such as the provision of intelligent information, a faster user experience, and so on.
What's more, big data is constantly being applied to the government's daily management and services for the people, and has become an important force in promoting government openness, improving services, and administering according to the law. From the household registration system reform, to the real estate registration system reform, and then to the construction of the credit system and so on have put forward higher target requirements for the construction of the database, and at this time the database is even more based on big data, it can be seen that the big data has become the government reform and transformation of the technical support lever.
Data, in addition to its first use of the value provided by the ocean of accumulated data is not useless waste, it has an endless "residual value", about which people have had more and more awareness. In fact, Big Data has already begun and will continue to affect our lives, let us **** with the exploration of the core value of Big Data! Of course this is something that needs to be focused on with the help of some specific application models and scenarios.
Victor, the author of the book "The Age of Big Data," sees three major shifts in the era of big data: "First, we can analyze more data, and sometimes even deal with all the data associated with a particular phenomenon, rather than relying on random sampling. Greater precision allows us to discover more details. Second, there is so much data to study that we are no longer keen on precision. Appropriately ignoring precision at the micro level will lead to better insights and greater business benefits. Third, we are no longer keen to look for causal relationships, but rather correlations between things. For example, instead of exploring why airfares change, focus on the best time to buy an airplane ticket." Big data breaks the boundaries of the traditional data of the enterprise, changing the situation in the past business intelligence relies only on internal business data, and big data makes the data sources more diversified, including not only the internal data of the enterprise, but also the external data of the enterprise, especially the data related to consumers.
With the development of big data, organizations are also focusing more and more on the development and application of data to gain more market opportunities.
On the one hand, big data can significantly improve the accuracy and timeliness of enterprise data; on the other hand, it can also reduce the transaction friction cost of enterprises; more critically, big data can help enterprises analyze a large amount of data to further explore market segmentation opportunities, and ultimately shorten the time of product development, enhance the innovation of enterprises in business models, products and services, and significantly improve the level of business decision-making. business decision-making level and reduce the risk of business operation.
I. Big Data helps companies tap market opportunities and explore market segments
Big Data can help companies analyze a large amount of data to further tap market opportunities and market segments, and then take unique actions tailored to each group. The key to getting good product concepts and ideas lies in how we actually collect consumer-related information, how we get trends, and how we tap into the minds of the people who are likely to consume the product concepts in the future. Deconstructing consumers' lifestyles and analyzing their life codes in an innovative way is the only way to make product development that matches consumers' future lifestyles no longer a problem. If you understand the consumers' codes, you will know their real needs lurking behind them. Big data analytics is the best way to discover new customer segments, identify optimal suppliers, innovate products, and understand sales seasonality.
In the context of the digital revolution, the challenge for enterprise marketers is from how to find the people whose products are in demand by the enterprise to how to find the needs of these people in different time and space; from the past to form the communication information and communication mode with this group of people in a single or decentralized way to how to communicate with this group of people instantly, respond instantly, and solve their needs instantly at the same time in the product and the consumer's At the same time, in addition to the relationship between products and consumers, to establish a deeper level of mutual trust, win-win and trustworthy relationship between partners.
Big Data can significantly improve the accuracy and timeliness of enterprise data through high-density analysis; Big Data can help enterprises analyze a large amount of data to further explore market segmentation opportunities, and ultimately shorten the time for product development, enhance the innovation of enterprises in business models, products and services, and dramatically improve the level of business decision-making. Therefore, big data is conducive to enterprises to explore and develop new market opportunities; is conducive to enterprises to the rational use of various resources to the target market; is conducive to the development of accurate distribution strategy; is conducive to adjusting the marketing strategy of the market, and greatly reduces the risk of business operations.
Enterprises use the user's access behavior on the Internet preferences for each user to outline a "digital silhouette" for the user group with similar characteristics to provide accurate services to meet user needs, and even customized for each customer. This change will greatly reduce the cost of communication between the enterprise product and the end user. For example, an airline is interested in people who have never flown before (the segmentation criterion is customer experience). People who have never flown before can be segmented into people who are afraid of airplanes, people who are indifferent to flying, and people who are positive about flying (the segmentation criterion is attitude). Among those who are positive, there are those who have high income and can afford to fly (the segmentation criterion is income ability). The airline then focuses its efforts on reaching out to the high-income group of people who are positive about flying, but who just haven't flown yet. Great results were achieved by tailoring and precision marketing to these people.
Two, big data to improve decision-making
Currently, business managers still rely more on personal experience and intuition to make decisions, rather than based on data. In the era of limited information, high cost of access, and not be digitized, so that people in high positions to make decisions is justifiable, but the era of big data, it is necessary to let the data speak.
Big data can effectively help users in various industries to make more accurate business decisions, thereby realizing greater business value, which from its inception is to stand in the decision-making perspective. Although the business of different industries is different, the data generated and its support of the management form is also very different, but from the acquisition of data, data integration, data processing, data application, data services and promotion, data processing lifeline process to analyze the pattern of all industries is consistent.
This decision-making based on big data is characterized by: First, quantitative change to qualitative change, due to the data is widely mined, decision-making based on the integrity of the information is increasingly high, there is information on rational decision-making in the rapid expansion of blind decision-making in the head in the drastic shrinkage. Secondly, the decision-making technology content and knowledge content have increased dramatically. Due to the emergence of cloud computing, human beings have not been overwhelmed by massive data, and are able to efficiently navigate massive data and produce valuable decision-making information. Third, big data decision-making has spawned many major solutions that were unimaginable in the past. Such as the efficacy of certain drugs and toxic side effects, can not be verified by technology and simple samples, the need for decades of massive medical data analysis to produce results; do macroeconomic econometric models, the need to obtain all the enterprises, residents and the government's decision-making and behavior of the massive data, in order to come up with the best program for the tax cut policy; anti-corruption and integrity, the history of mankind thousands of years has not been resolved, recently through microblogging and human flesh searches, the corrupt officials in the big data The people can see the hope of eradicating the problem and so on.
If the business and management in different industries, increase the data resource system, through the data processing of the data resource system, today's data and historical data docking, the current data and leadership and business organizations concerned about the indicators associated with the business-oriented data into management-oriented data, assisting in decision-making at the leadership level, the real realization of the transformation from data to knowledge. Such a data resource system is ideal for management and decision-making.
At the macro level, big data enables economic decision-making departments to more keenly grasp the direction of the economy, and formulate and implement scientific economic policies; while at the micro level, big data can improve the level and efficiency of business decision-making, promote innovation, and bring value to enterprises and industry sectors.
Three, big data innovation enterprise management mode, tap the management potential
Currently, how many companies will still require employees to unconditionally obey the instructions of superiors like soldiers? How many companies still require their employees to follow the instructions of their superiors unconditionally, like soldiers? Still prohibit employees from talking to each other about information such as salary? An article in the Wall Street Journal said, "No. All this is outdated, strict control, internal speculation and gossip will certainly reduce the efficiency of the enterprise. A management scholar once likened internal relationships to cost and consumption centers. How do you expect to survive, innovate, and grow in today's ever-changing marketplace and competitive environment if you can't collaborate internally or effectively reduce management costs and consumption?
Let's try to think about it, when shopping, education, health care have been required in the era of personalization supported by big data, mobile networks, innovation has become the source of life of enterprises, we still have any reason to ask employees to follow the rules of the industrial era, emphasizing the kind of command centralized management, closed hierarchical system and decision-making system? When individual people can wear a variety of sensors, collect a variety of signals from the body to determine the state of health, so that enterprises also need to be equipped with such a sensing system to determine the state of health in real time changes.
Today, the performance of machines in the information age is determined more by the chip, the brain's storage and processing capacity, and the effectiveness of the program. Thus management from focusing on the system size, perfection and cooperation, to focus on people, or the use of brain power, information flow and creativity, as well as worker personality to meet, creativity stimulation.
In the core factors of enterprise management, big data technology is highly compatible with it. One of the most central factors of management is information collection and transmission, while the connotation and essence of big data lies in the correlation and mining of information within big data, thus discovering new knowledge and creating new value. The two have a high degree of compatibility in this feature, and can even be labeled as big data is another tool for enterprise management. Because for any enterprise, information is wealth, from the enterprise strategy, the use of big data, give full play to its potential to assist decision-making, can better serve the enterprise development strategy.
In the era of big data, data is permeating all walks of life and gradually becoming a strategic asset for enterprises. Data analysis and mining can not only help enterprises reduce costs by itself: for example, inventory or logistics, improve product and decision-making processes, find and better maintain customers, but also by mining intermediate and resultant data from all parts of the business process, discover bottlenecks in the process, find key points to improve process efficiency and reduce costs, so as to optimize the process and improve the level of service. The results of big data can be passed and shared among all relevant departments, which can also improve the return on investment of the entire management chain and industrial chain.
Four, big data change business model to generate product and service innovation
In the era of big data, the use of data value as the core, new business models are emerging. To be able to grasp the market opportunities, the rapid realization of big data business model innovation enterprises, will write a new legend in the history of IT development.
Big data enables organizations to create new products and services, improve existing ones, and invent entirely new business models. Looking back at the history of IT, it seems that every round of change in IT concepts and technologies is accompanied by the creation of new business models. For example, Microsoft gained great wealth with its operating system in the personal computer era, Google seized the opportunity of Internet advertising in the Internet era, and Apple gained high profits through the sales of terminal products and application stores in the mobile Internet era.
Looking at the domestic scene, taking the financial business model as an example, AliFinance has established a network data model and a set of credit system based on massive customer credit data and behavioral data, breaking the traditional financial model so that loans no longer require collateral and guarantees, but rely only on data, enabling enterprises to quickly obtain the funds they need. AliFinancial's big data applications and business innovations have transformed traditional business models and challenged the traditional banking industry.
What's more, big data technology can effectively help enterprises integrate, mine, and analyze the huge data information in their possession, and build a systematic data system, so as to improve the structure and management mechanism of the enterprises themselves; at the same time, along with the growth of consumers' personalized needs, the application of big data in various fields has begun to gradually appear, and has begun to change and is changing most of the development paths of the enterprises and the Business model. For example, big data can improve the production path of personalized customization based on flexible manufacturing technology, and promote the upgrading of manufacturing enterprises; relying on big data technology, we can establish a modern logistics system, whose efficiency far exceeds that of traditional logistics enterprises; using big data technology to evaluate enterprise credit in multiple dimensions, improve the utilization rate of funds in the financial industry, and change the operation mode of traditional financial enterprises.
In the past, small businesses wanting to sell goods abroad have to go through domestic exporters, foreign importers, wholesalers, shopping malls, and ultimately reach the hands of the user, but now, through the big data platform can be delivered directly from the factory to the hands of the user, the cost of the transaction is only one-tenth of the past. We are familiar with the online shopping platform Taobao, for example, every day there are tens of thousands of transactions on Taobao, and at the same time the corresponding transaction time, the price of goods, the number of purchases will be recorded, and more importantly, this information can be matched with the buyer's and seller's age, gender, address, and even hobbies and other personal characteristics of the information. Using the matched data, Taobao can make more optimized store rankings and user recommendations; merchants can guide product supply, production, and design based on past sales information and Taobao indexes, visualizing the costs and benefits of their business activities, greatly reducing risk, and earning more money; and at the same time, more consumers can buy more desirable products at better prices.
Victor has predicted that in 2020, the era of big data will truly be upon us. At that point in time, the applications that will be used most often will be those needed for personalized living, especially for smartphones.
Fifth, big data makes everyone more personal
For individuals, big data can provide personalized healthcare. For example, our body functions may be monitored through cell phones and mobile networks, and once there is any infection, or any physical discomfort, we can be alerted through our cell phones, and then the information will be docked with the cell phone library or consult with the relevant experts, so as to obtain the correct medication and other treatments.
In the past, when we went to see a doctor, the doctor could only make judgments about our current physical condition, but with the help of big data, future diagnosis and treatment can analyze a patient's cumulative historical data and combine it with the relationship between genetic variations, susceptibility to specific diseases, and response to specific medications to achieve personalized medical treatment. Early detection and diagnosis can also be provided before a patient develops symptoms of a disease. Early detection and treatment can significantly reduce the burden of lung cancer on the health system, as surgery at an early stage costs half as much as treatment at a later stage.
Also, in the traditional education model, where grades are everything, dozens of students in a class use the same textbook, the same teacher teaches the class, and the same homework is assigned after class. However, the students are very different, in this model, it is not possible to really do "according to the material".
If a student scores 90 points on a test, the score is just a number, what does it represent?Behind the 90 points are family background, effort, attitude to learning, intelligence level, etc., and they are linked to the 90 points, which becomes the data. Big data, because of the breadth of its data sources, has the ability to focus on the micro performance of each individual student: for example, when he started reading, under what kind of lecture style it works best, what subjects work best when he studies them, how long he stays on different types of topics, and so on. Of course, these data are meaningless to any other individual and are a reflection of highly individualized performance characteristics. At the same time, the generation of these data is entirely processual: the course of the classroom, homework assignments, interaction scenarios between teachers and students or classmates ...... And the most valuable thing is that these data are observed and collected entirely without the students' self-awareness, and only require the assistance of certain observation techniques and equipment without affecting any of the students' daily learning and life, so it is also collected in a very natural and authentic way.
With the support of big data, education will present additional features: flexible school system, personalized tutoring, community and family learning, and everyone's success....... Education under the support of big data is to unleash the learning ability and talent that everyone already has, according to the characteristics of each individual.
In addition, Victor suggested that the Chinese government should further replenish the database. The government used to provide financial subsidies, but now it can provide databases to create creative services. In the United States there are based entirely on government-provided databases, such as providing companies with data on airports and highways, providing the probability that flights may be delayed, this kind of service this can help individuals, consumers to better predict the trip, this type of innovation, thanks to the public **** big data.
Six, wisdom-driven harmonious society
The United States as a global pioneer in the field of big data, in the use of big data means to enhance the level of social governance, to maintain social harmony and stability has been practiced first and achieved remarkable results.
In recent years, the construction of "smart cities" has been in full swing in China. By the end of last year, China's national smart city pilot has reached 193, and publicly announced the construction of smart cities more than 400 cities. The concept of smart city includes intelligent security, smart grid, intelligent transportation, intelligent medical, intelligent environmental protection and other areas of application, and these are dependent on big data, it can be said that big data is the source of "wisdom".
In the field of law and order, big data has been used for monitoring and management of information and real-time analysis, crime pattern analysis and prediction of crime trends, Beijing, Linyi and other cities have begun to practice the use of big data technology to conduct research and analysis to combat crime.
In the field of transportation, big data can be used to analyze and predict travel traffic patterns through the collection of bus and subway swipe cards, parking stations, video cameras and other information to guide the design of bus routes, adjust vehicle dispatch density, and carry out traffic flow command and control in a timely manner so as to sort out the congestion and reasonably alleviate the burden on the city's traffic.
In the medical field, some provinces and cities are implementing the digitization of medical records, with the collection and analysis of clinical medical data and patient sign data, which can be used for remote diagnosis and treatment, medical research and development, and can even be combined with the analysis of insurance data for commercial and public **** policy development and so on.
Along with the hot construction of the smart city, the government big data applications have entered a substantial construction stage, effectively pulling the market demand for big data, driving the development of the local big data industry, the value of the application of big data in various fields has been the first to show.
Seven, big data how to predict the future?
The famous Mayan prophecy, although behind a certain astronomical knowledge base, but in addition to spawning a very hot movie "2012", in fact, many people's lives have not yet been affected by too much. Now based on the various energy stocks on the human planet, as well as the degree of pollution of the atmosphere, glacier melting, we get can really project the number of years that human beings can survive on the earth according to the current way of industrial production and life. This is explained in depth in The Third Industrial Revolution, where human beings can make changes based on accurate predictions that the current model is a dead end, which is actually a kind of system optimization.
This process of combining previous scenario studies and continuous system optimization will give life to the system, and big data is the blood and nervous system in it. By digging deeper into big data, we will understand how the different bodies of the system work in coordination with each other, and similarly we can control the next operation of the body and even the long-term maintenance and optimization by understanding them. From this point of view, network-based big data can be regarded as the nerve center of human society, because of the network and big data human society began to be flexible, not as rigid as before. Based on big data, there is a basis for individuals to connect with each other, the process of mutual interaction is simplified, and the cost of various transactions is greatly reduced. Manufacturers and other service providers can develop services based on big data that better meet the needs of consumers, and the internal management of organizations is also more detailed, so the society with blood and nervous system really has vitality.
Conclusion
Through the above typical big data application cases and scenarios in these industries, it is not difficult to realize the typical core value of big data. Big data is a new perspective on reality that not only changes marketing and manufacturing, but also changes business models. Data itself is a source of value, which means new business opportunities. No industry is immune to big data, and adapting to it is the only way to continue to survive in this change.
Today, in the era of the great explosion of data, how to obtain this data and effectively analyze it is particularly important. The competition between various business organizations is very cruel. How to predict the future operation mode based on the past operation data, so as to prepare in advance or to be utilized and adjusted, is actually a kind of life and death issue for many enterprise organizations. Such a situation also applies to the national level. Because of this, big data is now being studied and deployed at both the enterprise and national levels.
It can be seen that the application of big data has highlighted the enormous commercial value, the tentacles have been extended to retail, finance, education, health care, sports, manufacturing, film and television, government and other industries. You may ask what are the promoters of these specific value realizations? It is the so-called big data integrated service providers, from the practice, mainly including big data solution providers, big data processing service providers and data resource providers three roles, respectively, to the application of big data to provide big data services, solutions and data resources.
In the future, big data will also revolutionize human thinking patterns, living habits and business laws, and will trigger profound changes in social development, as well as being one of the most important national strategies in the future.