In fact, people do all kinds of predictions, including investment analysis, ball game results prediction, and even Oscars prediction are based on the statistical analysis of the data that occurred in the past, and predict a trend, but in the past, by the technology, hardware and other conditions of the limitations of the data, it is difficult for us to save a large number of data, and therefore can be analyzed data is always limited, however, with the development of science and technology, especially hair However, with the development of technology, especially the birth of a series of technology companies such as IBM, Microsoft, Google, etc., in the past, the storage of data has become easier and easier, and the volume has become bigger and bigger, and the time that can be stored has become longer and longer, and thus a new word - Big Data - has emerged.
Undoubtedly, big data has become the hottest business word, in Google, a search for "big data", you can get 65.2 million results, in the enterprise, we also found that more and more companies began to pay attention to big data, but the real situation is that very few companies can extract valuable information from the data, and even fewer can make decisions based on the data. The ones that make decisions based on data are even more rare. The reason behind this is that in most companies, investments in data analytics are random and ad hoc, lacking sound planning and strategy.
All along, the enterprise has emphasized "to customer-centric", customer needs as the center, which is easy to know, really do and do, is very difficult, in fact, a lot of business bankruptcy, closure, and ultimately can be attributed to away from the customer. In the past, we through the pre-market research, communication with customers, send questionnaires to insight into customer needs. Today, more and more companies are using big data to gain insights and analyze the actual needs of customers, and studies have found that it is more accurate and targeted.
The Australian branch of Kraft, the world's second largest food company, analyzed 1 billion social networking site posts and 500,000 forum discussions through big data analytics tools, and found that the focus of the discussion on VEGGIE Sauce is not the taste and packaging but the various ways to eat it outside of spreading it on toasted bread. Investigators ultimately analyzed three consumer purchasing concerns: health, veganism and food safety, and found that folic acid is especially important for pregnant women. So Kraft marketed to this information, opening up the market to pregnant consumers, and sales of Vegemite increased dramatically, setting an all-time high for the product.
If a company wants to be competitive, it needs to be able to capture customer demand down to the individual, and provide customized services based on individual needs. Big data provides insights and actions for such personalized services.
For a long time, China Unicom has only been able to roughly project the customer churn rate each month, and has been unable to determine which customer groups are losing the most users, so it is difficult to target the needs of specific groups of users to strengthen services. Theoretically, cell phone users show signs before they quit their lease, and if they can get hold of the clues they have a chance of retaining their customers. For example, a cell phone user's habits are SMS-based, in three months the number of text messages sent to reduce the number of times he may throw himself into the arms of rivals, if he can find that he is using the "each text message are charged for the billing program," the marketing staff can be timely and accurate advice to him to change to a monthly text message or the network of text messages for free preferential programs, it is possible to attract customers to stay. It is possible to attract customers to stay. By analyzing real-time call record data from a large number of customers, China Unicom's predicted churn rate increased by more than five times, and its Chongqing branch saw a big increase in renewal rates and a six-fold increase in the number of subscribers to its 2G and 3G networks.
Similarly, there are many companies using big data to open up new market frontiers and find new blue oceans, like Alibaba. Alibaba is transforming from an e-commerce company to a financial company, a data service company and a platform company using big data. Alibaba's transformation will have a huge impact on the financial industry, logistics industry, e-commerce industry, manufacturing industry, retail industry and so on. In fact, because of Alibaba's entry , the rules of the game in these industries have changed. And Alibaba has established its leadership position in the industry by fully utilizing big data.