In the era of big data, the competitive advantage of CIO has changed from information technology to focusing on customer experience, data analysis and process management, so that data can play a huge role.
29 million emails are sent every second in the world, and 50 million messages are posted on Twitter every day; Amazon generates 6.3 million orders every day; Google needs to process 24PB of data every day. ...
The processing of massive data and how to create greater value with data pose more challenges to CIOs. According to the research report of Valueresearch, big data has become the fourth most concerned technology and application of CIO, and it is still improving.
On September 4th, 20 13, Business Value, ITValue and CommVault jointly held the CIO Salon of "Great Value of Big Data" in Beijing. 12 CIOs from different industries had wonderful sharing and discussion.
Business requirements guide data analysis
In a family, who will lead the tourism consumption? Who will make tourism decisions?
The information technology department and the marketing department of CYTS Holdings Limited (hereinafter referred to as "CYTS") jointly set up a data mining team. Under the leadership of Lin Jun, assistant to the president, they used information technology to do data mining according to their business needs, and got the following information: in China families, the wife usually makes decisions on tourism; Among domestic family customers who plan to travel, Europe and the United States have the longest planning and decision-making time, followed by Southeast Asia, while domestic travel has the shortest decision-making time, and they often leave at the last minute. Therefore, according to the results of data mining analysis, CYTS can make adjustments in tourism product planning and revenue management, which can better meet customer needs and optimize customer experience, and the optimized tourism product promotion effect and profitability are better.
Zhangyan, CIO of COFCO Joy City (hereinafter referred to as "Joy City"), also said that data mining can only be done better if business requirements are clear. There are hundreds of well-known brand merchants in Joy City, and the data of its internal system is complicated, including POS data, passenger flow data, business flow data, membership data and so on. If classified management and value analysis are carried out from the perspective of IT, the data of various business departments are very different, and the value of data analysis is very low. However, if data is used to create value, or the overall commercial value of Joy City is used for analysis, data analysis is more valuable.
Zhangyan led the data analysis team, based on business logic, systematically sorted out the sales data of Joy City over the years, and established a data analysis system in line with the characteristics of the shopping center industry. The system includes three system modules: brand merchants, consumer groups and project income, and comprehensively analyzes the project operation from the perspective of three commercial operations. Thanks to this business analysis system, Chaoyang Joy City has helped more than 500 merchants adjust their sales strategies according to the analysis, and achieved an annual high growth rate of nearly 40% in Chaoyang Joy City.
Guan Chong, director of the information management department of New Oriental Education Technology Group, believes that people who do data analysis and mining must be people who understand business. Data mining can be taught by outsiders, but it must be practiced by insiders themselves. Only by knowing your own business better can you judge what kind of data mining is valuable to the enterprise. In fact, the more comprehensive the data that enterprises can use for analysis, the closer the analysis results are to the truth. Big data analysis needs to be business-oriented, allowing enterprises to gain new insights from these new data and integrate them with the details of known businesses.
Big data is of great value.
Aikang Health Management Group has 2 million physical examination data every year, which contains gold value. These data can be used to track and predict physical condition, give early warning of diseases, and carry out all-round health intervention from the perspectives of heredity, living habits and diet, so as to provide paid or unpaid services to customers and become a new blue ocean of Aikang's business.
Feng, vice president of information technology of Aikang, said that Aikang has been providing customers with some basic health management services, such as analyzing customers' common chronic disease risks according to physical examination indicators and regularly pushing customers' common knowledge of chronic disease prevention and health care through SMS. In the future, this business will be linked to hospitals.
Under the auspices of Zhang Yan, Joy City has established a business forecasting and management system: through data mining, it analyzes the overall business change law of Joy City. In data mining, Joy City does not pay attention to the exact sales data, but seeks to discover the law of sales changes in commercial operations. At the same time, through big data technology, nearly 100 subjective factors affecting the change of sales law are screened and evaluated, and through a lot of calculation and verification, the impact index of each influencing factor is evaluated to determine the business department related to the influencing factor. Finally, based on the analysis results of nearly 100 thematic data, a full data management model of Joy City (virtual Joy City) is established. From this model, we can predict the operation of shopping centers, provide good guidance for attracting investment, operating and promoting the work of various departments, and become an important basis for management to formulate business strategies.
Xu Yongxing, general manager of CommVault China, said that there are three key issues to consider when doing business: 1. Increase income; 2. Reduce costs; 3. Control risks. In the past 30 years, enterprises have concentrated more than 70% of their funds and attention on the first two items, and risk control is always easily overlooked. Cios spend a lot of money and energy on risk control. In fact, if data management is done well, IT can not only help CIOs save IT expenses, but also tap the value of data, thus better increasing revenue and reducing costs, and making CIOs more valuable.
How does CIO transform from data processing to data business? Wanning, general manager of business value, said that under the social information environment, the new trend of enterprise IT: 1. The competitive advantage of CIO has changed from information technology to focusing on customer experience, data analysis and process management. 2. Compared with business process design, information management technology will be more important. To build a digital business model, enterprises need to establish digital enterprises from the perspectives of technology, business processes and personnel roles, and rise to the level of enterprise strategy. 3. Centralized applications and infrastructure will be embedded in business services and provided by service organizations enjoyed by enterprises.
That's what Bian Xiao shared with you about how big data can exert great value. For more information, you can pay attention to Global Ivy and share more dry goods.