If big data is a trend, then the concept that caught fire three years ago should be outdated. But big data is not just a trend. Facts have proved that people in various sub-sectors are still keen to talk about it, and in the long run, they have to continue to dig.
Talking about big data can lead to everything, and talking about everything ultimately belongs to big data. As Ma Yun said, our era has shifted from IT to DT (data technology). Big data is the soil and air of the online world, and it turns into our blood and thinking.
The theme of TDAY, the 4th Global Travel News Open Day held in Innovation Valley, Shenzhen Software Industry Base, was "Travel with Big Data+". Let's see what was discussed in the activity.
Big State-owned Enterprises: Breaking the Difficult Wall of Business under the Group with Big Data
Xia Wei introduced that Jinjiang e-commerce wants to do big data, in addition to keeping up with the trend in recent years, the more essential reason is that Jinjiang e-commerce, as a large state-owned enterprise, has long been isolated from its businesses and its users, as shown in his PPT. What should have been opened was blocked by a solid invisible wall. And the brands under the group are isolated islands, and there is no multi-brand mutual assistance advantage that should exist in theory. So they need to connect and cross by developing big data functions to improve efficiency.
Xia Wei introduced that, in fact, the application of big data makes them more efficient in personalized and precise marketing, which is 80% higher than the previous "manual".
For the experience of using big data, Xia Yi said that some factual connections are invisible to people and need to be confirmed by data. The cooperation between data and external data can produce value. The less external data is known to users, the greater the value this cooperation may generate. "The biggest value of big data is that it can't see value," Xia Yi said.
In the process of developing big data, Xia Yi also encountered difficulties, that is, his traditional enterprise is also a large state-owned enterprise, and the business data structure is messy, so it is difficult to collect and clean data.
In the second half of sharing, Xia Yi took out some interesting charts. For example, when the hotel room rate is higher than 300, Pisces shows the strongest spending power (perhaps because it is most easily influenced by advertisements), Cancer is the most divided, and Capricorn is the most "frugal". There are more people from Jinan, Tianjin and Zhengzhou who go to Beijing. ...
So, is this the legendary big data? How should we use these insights? Bury a foreshadowing, which will be mentioned later.
Analytical ability > analytical tools
Next, Gu Qing, founder and CEO of e-commerce camp. According to Gu Qing, he spent 50 hours preparing a speech on global tourism news PPT! The content is very rich. The following are the key points selected for readers:
1, is big data a lie?
Is big data useful? Gu Qing takes a little pig as an example: according to the thinking of big data, the little pig statistically processes all his own data related to himself, thus calculating that he still has a long life. As a result, the pig was slaughtered the next day. Before being slaughtered, the pig scolded: "Nima, big data is a lie." What's the problem?
Is big data out of order? In Gu Qing's view, it may be because the data is not big enough that the pig missed the dimension of parents' life span.
2. Why is Google strong?
In the early days of the Internet, there used to be a paid search engine of about 150. Now only Google, Bing and Baidu are left in the mainstream, and the power of Google is beyond doubt. So, why is Google strong?
Gu Qing said that when logging in, Google will collect the data of users' visit behavior in other websites, so as to present personalized search results for users. "Before 20 10, search engines were fighting for algorithms and technologies, but at a certain stage, the algorithms were almost the same, and Google's user data became the key to winning in the competition."
Therefore, Gu Qing concluded that collecting user behavior data is very important for the development of big data.
3. Mobile terminals should pay more attention to analysis.
If there is almost only one source of traditional web pages, that is, PC browser, then in the mobile era, there are many devices such as mobile phones, PADs and even smart watches, as well as many channels such as App, H5 web pages and WeChat ... The types of data sources have increased dramatically. At this time, merchants often cannot clearly analyze and never do application optimization.
4. For big data business, 90% of the funds should be invested in personnel training.
In Gu Qing's view, for big data, analytical ability is more important than analytical tools. Therefore, he proposed the principle of 10/90 for investing in big data: 10% for investment tools and 90% for investors. Gu Qing believes that we should cultivate teams with analytical thinking ability, encourage small teams to manage their own analytical work, and finally pay more attention to analysis and results than reports.
Cloud PMS+ comments on big data, and after living+living, the prediction is more accurate.
As a cloud PMS manufacturer, Lv Yun and hotel big data company Zhonghui gave a speech with the theme of "Big Data+Cloud PMS". Zhonghui has comments left by users in the hotel, from which users' preferences can be obtained. For example, a user's comments on swimming pools and pillows indicate that the user has needs or is sensitive to the corresponding aspects.
In Lv Yun, for example, they can get information about customers' preferences, such as liking rooms in high-rise buildings and needing a spa. The combination of the two can get more in-depth and comprehensive user portraits, so as to make more accurate predictions and recommendations.
The last link is discussion, including Zhu Linhai, Vice President of Atour Hotel, Wang Yue, General Manager of IDeaS Greater China Consulting, and Talking Data Partner &; Jiang Qi, senior vice president, and a senior official of China Southern Airlines' e-commerce department sit together and talk about big data.
China Southern Airlines: There are more than 50 contact points for airlines and passengers to develop.
China Southern's e-commerce executives spoke first: Airlines currently have several classic data systems, such as regular passenger system, integral system and revenue management system. On this basis, they also hope to store more, more complex and more real-time data by capturing the traces left by passengers in official website and call centers of airlines, including complaints.
The guest also introduced that the entire service process of airlines has more than 50 contact points with passengers in theory. If more information can be collected through these information points, the service will be more meticulous and thoughtful.
Atour: Inside Out is the story of big data.
Atour Hotel also talks about technical issues with a humanistic model. Zhu Linhai, vice president of Atour, came to the recently released movie Inside Out. "This is a story of big data. There are five little people in the human brain who correspond to five emotions, which is a bit like our emotions. "
A major feature of Atour Hotel is that there is a book bar in the lobby, and guests can borrow it for free. In this case, they have accumulated some data. "We found that some stores have records and some don't. The last one is Xi 'an's high-tech store. We analyzed it and found that the book bar in this store is very beautiful. Shaanxi people love reading, but Shanghainese and Cantonese can't do this ... ",but Zhu Linhai also said soberly:" Of course, I may not call this big data. "
Finally, Zhu Linhai, who was born in communication, talked about his three impressions of the current development of big data: 1, the data is not big enough, 2, there are too few dimensions to reduce the dimension, 3, it is too utilitarian, and almost all big data is around transactions.
TalkingData: Collecting and listing data separately is not called big data.
talking data Partner & amp； Jiang Qi, senior vice president, pointed out from the perspective of a professional big data technology service company that it is meaningless to collect and list data. What is ultimately useful is the "label", and professional big data companies hold many labels from all walks of life.
Jiang Qi pointed out that data collection is not equal to data analysis, and listing all data is not equal to big data.
Idea: Big data should point to specific problems.
Wang Yue and Jiang Qi, general managers of IDeaS Greater China Consulting Company, have similar ideas. Wang Yue said, "If big data predicts that hotels can increase prices for some reason, how much should it increase?" ? How much is the price increase for a double room? How much does the big bed room cost? Why should it go up by 100 instead of 98 or 102? Big data should solve specific problems, not general so-called big data. "
Wang Yue also said that when using big data, enterprises should point to specific problems, whether they want to use big data to solve customer service problems or improve revenue management, which need to be clear.
At this time, Li Chao, the CEO of Global Travel News, asked some big enterprises, such as HNA, to have planes and hotels. It stands to reason that the most important thing is to get through the data. For example, if your flight with HNA is delayed, you can upgrade your guest's room. But why didn't you get through?
In this regard, Wang Yue's answer is that this is not a technical problem, but a problem of working mechanism and process.
The above is what Bian Xiao shared for you about what is not big data. For more information, you can pay attention to Global Ivey and share more dry goods.