Big data thinking is the kernel of the thinking of the enterprise Internetization

"Internet +" to the traditional industry will bring about change is a continuous rise and irreversible process. With the depth of the "Internet +", many of the new technologies, new forms will appear, while the technology route, business model iteration speed will be significantly accelerated, some of the industrial pattern will be a dramatic upheaval, the interface between industry and industry will be more fuzzy.

In the "Internet +" nowadays, more and more Internet companies are trying or have subverted the traditional enterprises, more and more traditional enterprises are in the process or ready to transform the Internet. However, more traditional enterprises, still in the Internet transformation of the uncertainty of the junction, faced with a lot of contradictions and confusion - traditional enterprises Internet, in the end, how to promote?

User orientation is the ideological basis for the Internetization of enterprises

On November 3, 2013, CCTV's "Newscast" headline broadcast "What Internet thinking has brought" to Haier air conditioning and Xiaomi cell phone as an example, demonstrating the depth of change brought about by the Internet's new thinking on information interaction and knowledge sharing to China's manufacturing industry, and set off a national learning The wave of "Internet thinking" has set off a wave of learning for all people. When it comes to the Internetization of enterprises, the first thing you should do is to understand Internet thinking.

What exactly is Internet thinking? In short, it is the essence of traditional business to the extreme thinking. So, what is the essence of traditional business? The essence of traditional business is the systematic process of supplying products to users and making profits for businesses. In the process, the essence of business has only two core elements, namely, users and products. Internet thinking is based on the Internet environment and technology, the depth of understanding of the user and the product and the ultimate way of thinking. From the surface, around the user, Internet thinking can be derived from such as "free thinking", "social thinking", "platform thinking" and other thinking based on user access and service mode; around the product, Internet thinking can be derived from such as "free thinking", "social thinking", "platform thinking" and other thinking based on user access and service mode. Around the product, Internet thinking can be derived from such as "iterative thinking", "minimalist thinking", "extreme thinking" and other thinking modes based on product design and development.

But essentially, comparing the differences between the traditional era and the Internet era in the above chart, we find that it is because of the Internet space that companies and brands have more direct access to users, and that the former and the latter can directly interact, communicate, and transact with each other. And in this virtual space, the user's behavioral trajectory, consumption habits, choice preferences and all other data will be electronically recorded and saved. With the help of Internet technology, we can understand our users with unprecedented depth. In a sense, Internet thinking is to use technology and data "user-oriented", instead of the traditional inertia, experience and personal "product center".

User-oriented - attention to user attention is a prerequisite

In the era of high-speed information technology on the Internet, the user's ability to independently choose and control information has never been strengthened, and some users have even become the main body of information, the focus of the public. For example, on Sina Weibo's 24-hour Hot Topics list, a large portion of the top topics are created by ordinary netizens. Recently, the news of celebrity drug abuse has been frequently reported, and netizens have been able to "adapt" these news into a "prison blockbuster". In the Internet era, the "herd effect" is infinitely amplified, enterprises should be from the traditional era of "manufacturing attention" to "follow the attention".

Today, with the development of big data collection and mining technology, "following attention" has become a reality. For example, AdMonitor, the Internet attention capturing system of Taiyi Zhishang, can rely on search engine technology and text mining technology to track and monitor BBS forums, blogs, news followers, reposts, microblogs, microblogs, microblogs, and so on, for 7X24 hours, so as to y understand the users' views on certain hotspots and focus issues in real life. In this way, we can y understand users' opinions and views on certain hotspots and focus issues in real life, which have strong influence and tendency. In the era of fragmentation of user attention, enterprises need to pay attention to the attention of the public on the Internet in real time and comment-oriented, to dig out the focus of the public followers and hotspots, so as to formulate targeted market and product strategies.

User-oriented - understanding user preferences is the basis

Guo Jingming mentioned in an interview: the first two "Small Times" release, they go to every city to promote, he will wear a mask, hat to buy tickets to the cinema, he wanted to hear the audience where the audience will laugh, where they will cry, which lens of the fastest and most direct reaction. He wanted to hear where the audience would laugh, where they would cry, and to which shots they would react the fastest and most directly. However, he found that he originally thought the audience would laugh at the plot, but the whole audience was silent, and he felt that the audience would definitely cry at the scene, but everyone was laughing. He later summarized the reason for the problem: Chinese audiences have limited ability to parse long sentences, and if the punchline is in a long sentence, it's hard for the audience to laugh. So in Small Times III, he not only set the punchline in short, easy-to-understand lines, but also added some physical punchlines, replacing auditory punchlines with visual punchlines. He even cuts out a lot of the snarky lines that characterize Gu Li, because that's often not the audience's idea of a good laugh and doesn't leave a particularly strong impression.

The success of Small Era can't be separated from Guo Jingming's high regard for user preferences. Nowadays, we use big data technology to get a better grasp of user preferences. For example, Taiyi refers to its own big data platform Atlas cloud map of 560 million access to user behavioral data segmentation, 7000 dimensions label cross-analysis, restore the user's true preferences and their preferences to grasp the precise, thus enhancing user stickiness and loyalty. At present, Taichi is providing data consulting services for many domestic TV stations and film companies.

User Orientation--Optimizing User Experience is the Core

Taiyi refers to user experience as the conscious and careful management of high-frequency interaction points between an enterprise and its users. In today's supply chain globalization and information flattening, product homogenization and price differentiation will be inevitable, the only difference between enterprises and competitors is the user experience. When users are willing to spend more to get a better experience and have high-frequency interactions with the company, and feel that they get what they pay for, then the difference between the company and its competitors will appear.

Robert Brenner, Apple's former chief designer, said in his book, Critical Design. Brenner emphasized in the book "Crucial Design" - "Starting from the customer experience as a whole, the logic of the industrial chain runs through design, manufacturing, marketing and sales, and the whole company's top and bottom are all centered around customer experience services." Apple's user-experience oriented cyclical process can be summarized as 1) customer needs; 2) products that can respond to the needs through emotions; 3) coordination between design, manufacturing, and promotion of the product to the customer; and 4) vigilance to be able to anticipate further customer needs. This cyclical experience process must be supported by data. Apple acquired Topsy, a Twitter data specialization company, early on in the process, hoping to use Topsy's data to learn what trends people are most concerned about and what they mean, so that Apple can improve its recommendation algorithms, enhance or predict popular media, and further refine the Siri service to provide a better experience for users. Not only that, but Apple has also acquired a range of data companies, including geolocation data company Locationary, data provider FoundationDB, and big data analytics firm Acunu.

User-oriented--Enhancing users' willingness to pay is the starting point

The key to enhancing users' payment is to tap into users' needs and skillfully set up payment points. Taiyi refers to it as the personalized construction of the payment scene. First of all, it is the setting of the payment point and payment method, which requires enterprises to fully understand the user's ideas and needs, and guide the user to pay; secondly, when the user has a need to consume, the purchase entrance should be clear enough and timely, and the purchasing process should be as simple as possible and easy to reach.

For example, we use LBS data to automatically identify "shopping" scenarios, and recommend nearby merchants to provide free traffic packages based on their geographic location, but the user needs to receive advertisements from the merchant or pay for additional value-added services. Another example is that we automatically recognize the "going abroad scenario" through search data and recommend products to the corresponding countries. Taiyi believes that through the scene data can establish a real-time connection between the enterprise and the consumer, and then to meet the personalized supply and demand relationship, and then significantly enhance the user's willingness to pay.

Big data defines user orientation, and big data thinking is the kernel of thinking for the Internetization of enterprises

From the above, we notice that whether it is user attention, user preference, user experience, or user payment, we can no longer rely on the past experience and inertia, and turn to the analysis framework of big data. Taiyi refers to the fact that big data is the most tangible manifestation of the law leading to the essence of the user, and that when encountering problems, the first thing to rely on is not experience but data. Big data thinking, or big data user thinking is more in line with the needs of traditional enterprises Internet a "Internet" way of thinking and practical experience.

We know that the advantage of the Internet is that every user behavior can be tracked and saved, thus forming a huge amount of big data. Through big data analysis, can make the user more complete and vivid in front of the enterprise, the user is who? Where is he? How to contact her? What products does she need? Through which channels does she buy? She has to buy habits are how ...... in front of the complete "user profile", the enterprise face "naked swimming" users, what users need, how to get, how to market at a glance. The advent of the era of big data, so that we can understand the depth of the user and to the extreme. At the same time, the perfection of user profile makes it possible for enterprises to connect online and offline, and makes Internet-based business operation possible. Taiyi Zhishang believes that big data thinking is the kernel of the thinking of the enterprise's Internetization, and the rationalized application of big data is the premise and guarantee of the enterprise's Internetization. Traditional enterprises that develop Internetization with big data thinking will take the lead in the fierce competition of industrial transformation and upgrading, and continue to lead.

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