Holding a golden rice bowl, how do third-party big data companies find "gold nuggets" in the data pile?
"The different scale and influence of data mining companies lead to different business models of data mining companies." Professor Amway Ping, who is committed to data mining research in Nankai University Business School, said in an interview with Business Daily that there are two main operating models of data mining companies: the first is to directly provide data needed by enterprise users; The second is to analyze the data and provide targeted information according to the different needs of different enterprises or enterprises, so as to make a profit. For example, Tianxiang Investment is one such company.
Zhao Guodong, a member of China Computer Federation and a senior expert in the computer industry of Hongyuan Securities Research Institute, said that data mining companies generally have six business models worth referring to: the first one is the rental and sales data model represented by companies such as Guanglianda, which becomes the leader in their respective industries by selling widely collected and carefully screened data. The huge "database" is their asset and an insurmountable threshold for competitors; The second is the rental and sales information model represented by Bloomberg, which collects relevant data extensively around a certain industry, deeply integrates and extracts information, and forms a complete chain of data collection, information extraction and value transmission with huge data centers and dedicated data terminals; The third is the digital media model. In the context of the decline of TV and paper media, new digital media companies give full play to the advantages of big data technology, collect data extensively, and carry out precision marketing business; The fourth mode is data enable mode. For example, businesses such as microfinance and movie box office prediction, represented by Ali Finance, will be difficult to carry out without a large amount of data and effective data analysis technology. The fifth is the data space operation mode, such as the recent strong network disk. From the perspective of big data, it is because families smell big data business opportunities and begin to seize the data resources of individuals and enterprises; Sixth, big data technology providers, such as enterprises that develop data processing technologies such as voice and video.
Data provider: the "CEO customer" of the service object.
"No matter what kind of business operation mode, having a huge database is fundamental. Data mining companies can only provide data for multiple fields if they have large and complete data. " An Liping, a professor at Nankai University Business School, said that with the database foundation, what data mining companies need to do is to constantly improve and update their data mining tools, including data analysis processes and technologies.
Judging from the current market, most data mining companies mainly serve the banking and insurance industries. Because these industries need a lot of customer data to develop their performance and gain profits from it.
According to Zhao Guodong, a member of China Computer Federation and a senior expert in computer industry in Hongyuan Securities Research Institute, the industry where big data can be used as a gold digger is almost everywhere, and the demand for data by enterprises has penetrated into various fields like capillaries. Zhao Guodong said that in order to do big data well, a data mining company "should know its customers better than the company where he works, so as to analyze their needs in depth". If you want to do data mining for a cinema, you should investigate the consumers who often come to this cinema, what kind of consumers correspond to each time period, their preferences for movies and related consumption preferences. What data mining companies need to do is to go deep into consumers.
"In the past, data mining only cared about solving the technical problems of enterprises. In the era of big data, data mining should help business departments to open up markets and expand customer groups, providing not only technology, but also operational and business plans. " Zhao Guodong said that in addition to the vast market, companies with data mining capabilities are also the darling of capital.
"The business opportunities of data lie in more effective media strategies and choices, the improvement of media utilization efficiency and the improvement of information dissemination efficiency. To achieve the ultimate, in fact, digital media sells not only the eyes of the audience, but the value of its channels. Video media cooperates with a number of large streaming media partners to equate' data' business opportunities with online sales channels. " Shen Yan said.