The application value of big data in the era of mobile Internet
With the development of big data, enterprises are paying more and more attention to data-related development and applications, thereby gaining more market opportunities. On the one hand, big data can significantly improve the accuracy and timeliness of enterprise data; in addition, it can also reduce the transaction friction costs of enterprises; more importantly, big data can help enterprises analyze large amounts of data and further explore opportunities in market segments. Ultimately, it can shorten the company's product research and development time, enhance the company's innovation in business models, products and services, significantly improve the company's business decision-making level, and reduce the risks of corporate operations.
1. Big data helps companies explore market opportunities and market segments
Big data can help companies analyze large amounts of data to further explore market opportunities and market segments, and then analyze each group Tailor-made and unique actions. The key to obtaining good product concepts and ideas lies in how we collect consumer-related information, how to obtain trends, and discover product concepts that people may consume in the future. Only by using innovative methods to deconstruct consumers' lifestyles and analyze consumers' life codes can the development of products that fit consumers' future lifestyles no longer become a problem. If you understand the consumers' codes, you will know the hidden meaning behind them. Real needs. Big data analysis is the best way to discover new customer groups, identify optimal suppliers, innovate products, understand sales seasonality and other issues.
In the context of the digital revolution, the challenge for corporate marketers is from how to find the people who need corporate products to how to find the needs of these people in different times and spaces; from the past to single or dispersed How to form communication information and communication methods with this group of people, and now how to communicate with this group of people instantly, respond immediately, solve their needs immediately, and at the same time, establish a deeper relationship between partners in addition to the buying and selling relationship between products and consumers. of mutual trust, win-win and trustworthy relationships.
High-density analysis of big data can significantly improve the accuracy and timeliness of enterprise data; big data can help enterprises analyze large amounts of data to further explore opportunities in market segments, and ultimately shorten enterprise product development time. , Enhance the company's innovation in business models, products and services, and significantly improve the company's business decision-making level. Therefore, big data is helpful for enterprises to explore and develop new market opportunities; it is helpful for enterprises to rationally utilize various resources to the target market; it is helpful for formulating accurate distribution strategies; it is helpful for adjusting market marketing strategies, and greatly reducing the risks of enterprise operations. .
Enterprises can use users' access behavior preferences on the Internet to outline a "digital silhouette" for each user, and provide precise services to user groups with similar characteristics to meet user needs, and even provide each customer with Made to measure. This change will greatly reduce the communication costs between enterprise products and end users. For example: An airline is interested in people who have never flown (the segmentation criterion is the customer’s experience). People who have never flown can be subdivided into people who are afraid of flying, people who are indifferent to flying, and people who have a positive attitude towards flying (the subdivision criterion is attitude). Those with a positive attitude also include people with high incomes and the ability to fly (the subdivision criterion is income ability). So the airline focused its efforts on tapping into high-income groups who had a positive attitude towards flying but had not yet flown. Through tailor-made and precise marketing to these people, great results have been achieved.
2. Big data improves decision-making capabilities
Currently, business managers still rely more on personal experience and intuition to make decisions rather than based on data. In an era when information is limited, expensive to obtain, and not digitized, it is understandable to let people in high positions make decisions. But in the era of big data, data must speak for itself.
Big data can effectively help users in various industries make more accurate business decisions, thereby achieving greater business value. It has been from the perspective of decision-making since its birth. Although the businesses in different industries are different, the data generated and the management forms they support also vary widely, but from data acquisition, data integration, data processing, data comprehensive application, data service and promotion, the lifeline of data processing Analyzing the process, the pattern is consistent across all industries.
The characteristics of this kind of decision-making based on big data are: First, it changes from quantitative to qualitative. As data is widely mined, the integrity of the information on which decisions are based is getting higher and higher, and rational decisions with information are rapidly expanding. Blind decision-making is shrinking dramatically. Second, the technical content and knowledge content of decision-making have been greatly improved. Due to the emergence of cloud computing, humans are not overwhelmed by massive data and can efficiently control massive data and produce valuable decision-making information. Third, big data decision-making has given rise to many major solutions that were unimaginable in the past. For example, the efficacy and toxic side effects of certain drugs cannot be verified through technology and simple samples, and it takes decades to analyze massive medical record data to get the results; to build a macroeconomic econometric model, it is necessary to obtain massive data on the decisions and behaviors of all enterprises, residents, and governments. , Only then can we come up with the best plan for tax reduction policy; anti-corruption has not been solved for thousands of years of human history. Recently, through Weibo and human flesh searches, corrupt officials have nowhere to hide in the ocean of big data, and people see the hope of eradication etc.
If a data resource system is added between business and management in different industries, through the data processing of the data resource system, today's data can be connected with historical data, and current data can be linked to leaders and corporate organizations. The indicators of concern are associated, and business-oriented data is converted into management-oriented data to assist the leadership in decision-making, truly realizing the transformation from data to knowledge. This kind of data resource system is very suitable for management and decision-making.
At the macro level, big data enables economic decision-making departments to grasp economic trends more keenly and formulate and implement scientific economic policies; while at the micro level, big data can improve the level and efficiency of corporate business decision-making and promote Innovation brings value to enterprises and industries.
3. Big data innovates enterprise management models and taps management potential
Nowadays, how many companies still require employees to unconditionally obey the instructions of their superiors like soldiers? Still using a large number of middle managers to shoulder the responsibility of managing subordinates and delivering information? Are you still prohibiting employees from discussing salary and other information among themselves? There was an article in the Wall Street Journal saying, NO. This is all outdated. Strict controls, internal speculation and gossip will undoubtedly reduce the efficiency of the enterprise. A management scholar once likened internal relationships within an enterprise to cost and consumption centers. If it is difficult to collaborate internally or effectively reduce management costs and consumption, how can you expect to survive, innovate and develop in today's ever-changing market and competitive environment?
Let’s try to think about it. In an era where shopping, education, and medical care all require personalization supported by big data and mobile networks, and innovation has become the lifeblood of enterprises, what reason do we still have? Are employees required to follow the rules of the industrial age and emphasize command-style centralized management, closed hierarchies and decision-making systems? When individuals can judge their health status by wearing various sensors and collecting various signals from the body, then companies also need to be equipped with such sensing systems to judge changes in their health status in real time.
The performance of machines in today’s information age is more determined by the storage and processing capabilities of chips, brains, and the effectiveness of programs. Therefore, management has shifted from focusing on system size, perfection and coordination to focusing on people, or the use of brain power, information flow and creativity, as well as employee personality satisfaction and creativity stimulation.
Among the core factors of enterprise management, big data technology is highly consistent with it. One of the core factors of management is information collection and transmission, and the connotation and essence of big data lies in the correlation and mining of information within big data, thereby discovering new knowledge and creating new value. The two are highly consistent in this characteristic, and it can even be said that big data is another tool for enterprise management. Because for any enterprise, information is wealth. From the perspective of corporate strategy, using big data and giving full play to its potential in assisting decision-making can better serve the corporate development strategy.
In the era of big data, data permeates all walks of life and has gradually become a strategic asset for enterprises. Data analysis and mining can not only help enterprises reduce costs, such as inventory or logistics, improve products and decision-making processes, find and better maintain customers, but also discover problems in the process by mining intermediate data and result data in each link of the business process. Bottleneck factors, find key points to improve process efficiency and reduce costs, thereby optimizing processes and improving service levels. The sharing of big data results among relevant departments can also improve the return on investment of the entire management chain and industrial chain.
4. Big data transforms business models and spurs innovation in products and services
In the era of big data, new business models are constantly emerging with the core of utilizing data value. Enterprises that can seize market opportunities and quickly realize big data business model innovation will write new legends in the history of IT development.
Big data enables companies to create new products and services, improve existing products and services, and invent entirely new business models. Looking back at the history of IT, it seems that every round of changes in IT concepts and technologies is accompanied by the emergence of new business models. For example, in the personal computer era, Microsoft gained huge wealth by relying on its operating system, in the Internet era, Google seized the opportunity of Internet advertising, and in the mobile Internet era, Apple obtained high profits through the sales of terminal products and application stores.
Looking at the country, taking the financial business model as an example, Alibaba Finance has established a network data model and a credit system based on massive customer credit data and behavioral data, breaking the traditional financial model and making loans Collateral and guarantees are no longer required, and only data is relied upon, allowing businesses to quickly access the funds they need. Alibaba Finance's big data applications and business innovation have changed the traditional business model and posed challenges to the traditional banking industry.
Also, big data technology can effectively help enterprises integrate, mine, and analyze the huge data information they have, and build a systematic data system, thereby improving the enterprise's own structure and management mechanism; at the same time, With the growth of consumers' personalized needs, the application of big data in various fields has gradually emerged, which has begun and is changing the development paths and business models of most enterprises. For example, big data can improve personalized customized production paths based on flexible manufacturing technology and promote the upgrading and transformation of manufacturing enterprises; relying on big data technology can establish a modern logistics system, with efficiency far exceeding that of traditional logistics enterprises; using big data technology can provide multi-dimensional evaluation Corporate credit, improve the utilization rate of funds in the financial industry, change the operating model of traditional financial enterprises, etc.
In the past, small businesses that wanted to sell goods abroad had to go through domestic exporters, foreign importers, wholesalers, and shopping malls before finally reaching the hands of users. But now, through the big data platform, goods can be sent directly from the factory. Once it reaches users, the transaction cost is only one-tenth of what it was in the past. Take the familiar online shopping platform Taobao as an example. Tens of thousands of transactions are conducted on Taobao every day. At the same time, the corresponding transaction time, product price, and purchase quantity are recorded. More importantly, this information can be communicated with the buyer and the customer. The seller's personal characteristics such as age, gender, address, and even hobbies are matched. Using matching data, Taobao can carry out more optimized store rankings and user recommendations; merchants can guide product supply, production and design based on past sales information and Taobao index, and the costs and benefits of operating activities are visualized, greatly reducing risks. Earn more money; at the same time, more consumers can buy more desirable products at better prices.
Victor once predicted that in 2020, the era of big data will truly come. At that time, the most frequently used applications were those needed to personalize life, especially smartphone applications.
5. Big data makes everyone more personalized
For individuals, big data can provide personalized medical services for individuals. For example, our body functions may be monitored through mobile phones and mobile networks. Once there is an infection or physical discomfort, we can get a warning through the mobile phone. Then the information will be connected to the mobile phone database or relevant experts will be consulted to obtain Proper 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. With the help of big data, future diagnosis and treatment can analyze a patient’s accumulated historical data and combine it with genetic information. Variations, susceptibility to specific diseases and responses to specific drugs can be used to achieve personalized medicine. It can also provide early detection and diagnosis before patients develop symptoms of the disease. Early detection and treatment can significantly reduce the burden of lung cancer on the health system, as early surgery costs half as much as later treatment.
Also, in the traditional education model, scores are everything. There are dozens of people in a class, using the same textbooks, the same teacher in class, and the same homework assignments after class. However, students are all different, and under this model, it is impossible to truly "teach students in accordance with their aptitude."
For example, if a student gets a score of 90, this score is just a number. What does it represent? Behind the 90 points are family background, hard work, learning attitude, intelligence level, etc. If you connect them with the 90 points, it becomes data. Because of the breadth of data sources, big data has the ability to pay attention to the micro-performance of each individual student: for example, when did he start reading, what kind of teaching method works best, and when does he learn which subjects work best? How long to stay on different types of questions, etc. Of course, these data are meaningless to other individuals and are a reflection of highly personalized performance characteristics. At the same time, the generation of these data is completely procedural: the process of the class, the situation of homework, the interaction between teachers, students or classmates... and the most valuable thing is that these data are completely observed without the students knowing it. , collection only requires the assistance of certain observation techniques and equipment, and does not affect any of the students' daily study and life, so its collection is also very natural and real.
With the support of big data, education will take on additional characteristics: flexible academic system, personalized tutoring, community and family learning, everyone’s success... Education supported by big data is to be based on each individual’s needs. A person's characteristics release each person's inherent learning ability and talent.
In addition, Victor also suggested that the Chinese government should further supplement the database. The government used to provide financial subsidies, but now it can provide databases and create creative services. In the United States, there is a database entirely based on government provision, such as providing airport and highway data to businesses and the probability of possible flight delays. This type of service can help individuals and consumers better predict their itineraries. This type of Innovation benefits from public big data.
6. A harmonious society driven by wisdom
As a pioneer in the field of global big data, the United States has taken the lead in using big data to improve social governance and maintain social harmony and stability. achieved remarkable results.
In recent years, the construction of "smart cities" has also been carried out in full swing in China. By the end of last year, my country had 193 national smart city pilot projects, and more than 400 cities had publicly announced the construction of smart cities. The concept of smart city includes applications in many fields such as smart security, smart grid, smart transportation, smart medical care, smart environmental protection, etc., all of which rely on big data. It can be said that big data is the source of "wisdom".
In the field of public security, big data has been used for information monitoring, management and real-time analysis, crime pattern analysis and crime trend prediction. Beijing, Linyi and other cities have begun to practice the use of big data technology for research and analysis to combat crime. .
In the field of transportation, big data can analyze and predict travel traffic patterns by collecting information such as bus and subway card swiping, parking toll stations, and video cameras, guide the design of bus lines, adjust vehicle dispatch density, and improve traffic flow. Command and control to sort out congestion in a timely manner and reasonably ease the urban traffic burden.
In the medical field, some provinces and cities are implementing the digitization of medical records. Together with the collection and analysis of clinical medical data and patient sign data, it can be used for remote diagnosis and treatment, medical research and development, and even combined with insurance data analysis. Business and corporate policy formulation and more.
With the vigorous construction of smart cities, government big data applications have entered a substantial construction stage, which has effectively stimulated the market demand for big data and promoted the development of the local big data industry. Big data is playing an important role in various industries. The application value in the field has been initially revealed.
7. How does big data predict the future?
Although the famous Mayan prophecy has a certain astronomical knowledge base behind it, apart from spawning a very popular movie "2012", in fact, many people's lives have not been greatly affected. Now based on the various energy stocks on the human earth, as well as the degree of atmospheric pollution and melting glaciers, we can really calculate the number of years that humans can survive on the earth according to the current way of industrial production and life. "The Third Industrial Revolution" has a very in-depth explanation of this aspect. Based on accurate predictions, after discovering that the existing model is a dead end, humans can make some changes. This is actually a kind of system optimization.
This process of continuous system optimization combined with previous scenario research will give the system vitality, and big data is the blood and nervous system of it.
Through in-depth exploration of big data, we will understand how different bodies of the system operate in coordination with each other. We can also use our understanding of them to control the next operation of the body, and even long-term maintenance and optimization. From this perspective, network-based big data can be regarded as the nerve center of human society. Because of the network and big data, human society has become more flexible and less rigid than before. Based on big data, there is a foundation for interconnection between individuals, the mutual interaction process has been simplified, and the costs of various transactions have been greatly reduced. Manufacturers and other service providers can develop services that are more in line with consumer needs based on big data, and the internal management of the organization is also more meticulous. Only a society with blood and nervous system can truly have 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, which not only changes marketing and manufacturing, but also changes business models. Data itself is the source of value, which also means new business opportunities. No industry can be immune to big data. Only by adapting to big data can it continue to survive in this change.
Nowadays, in an era of data explosion, how to obtain this data and conduct effective analysis of this data is particularly important. The competition among various business organizations is very cruel. How to predict future operating modes based on past operating data, so as to prepare in advance or utilize and adjust them, is actually a matter of life and death for many enterprises and organizations. Such a situation also applies at the national level. Because of this, big data is currently being studied and deployed at both the enterprise level and the national level.
It can be seen that big data applications have highlighted huge commercial value, and their tentacles have extended to various industries such as retail, finance, education, medical care, sports, manufacturing, film and television, and government. You may ask who are the drivers of these specific value realizations? It is the so-called big data comprehensive service provider. From a practical perspective, it mainly includes three roles: big data solution provider, big data processing service provider and data resource provider, which provide big data services to big data users respectively. , solutions and data resources.
In the future, big data will also completely change human thinking patterns, living habits and business rules, and will trigger profound changes in social development. It is also one of the most important national strategies in the future.