O2O's big data gold mine should be mined in what position

What posture should be used to mine the big data gold mine of O2O

First of all, let's distinguish the two ends of the data generated in the business community. One end is the TO B end, that is, the merchant's end, which is represented in the bank by the enterprise's deposit and loan data; and in the retail industry, it is the data related to the attributes of the goods, the purchase price, and the merchant's type, and so on. To put it bluntly, it is the data related to merchants; the other end is the TO C end, that is, the individual end, this part in the bank performance of the individual deposit and loan data; retail industry is the sales, customer movement in the store, membership card information and other data. To put it bluntly, it is the data related to individuals.

The first stage of data evolution: static data

Online business era, that is, we are talking about traditional enterprises, the first stage of data belongs to static data, how to understand?

That is to say, you have a credit card or a physical store membership card, the initial registration of the information at any time there is no way to change by you personally, this data if you do not call the bank or to the physical store, or they do not contact you, has not been changed, even if you have changed countless times the cell phone number and moved countless times, the credit card and the membership card is still in the validity of the card can be used, the case of this! This has changed a lot, but it's still static data. And there is a lot of dynamic data offline, such as walking around the store and looking at this and that, which is not available to the original technical capabilities.

The second stage of data evolution: relative dynamic data

In the online business era, which we call PC e-commerce, the second stage of data begins, and that's relative dynamic data, why is it relative dynamic?

You register your user name and password in the e-commerce website, your browsing, clicking and other such data are recorded, and can be changed at any time according to your changes These data are actually also relatively dynamic, because the data and the correlation between the individual and the final sale is limited, and the amount of data is limited because it is not possible to buttress the data after you leave the computer; and then you produce a purchasing behavior, if your address and contact information doesn't adjust itself, these e-commerce sites will follow such information for delivery, and this happens all the time now.

So the data needs to be modified manually, and such data is relatively dynamic. The amount of data is limited on the one hand, and the value is limited on the other. The ultimate winner is not the website that burns money to promote, but the two companies that build the basic e-commerce service system, one of which is Alibaba's Alipay, which builds an online financial advantage, solving the problem of online payment; and the second one is Jingdong, which builds a logistical advantage, solving the problem of fast delivery and after-sales service.

Much of the data generated in the PC era, in addition to e-commerce, other games, portals, business services are basically such a related dynamic form. Foolishly think that e-commerce to develop up to smash the money to buy traffic are basically hung up, no one was spared, is likely to be for the data associated with the business infrastructure services thinking and practicing insufficiently lead to other reasons will not be too much to repeat!

The third stage of data evolution: dynamic data

To the mobile Internet or further mobile social Internet era, data into the third stage, that is, dynamic data.

When it comes to this part, it is very easy to understand, your cell phone can always locate your specific location, that is, you do not modify the saved address platform are able to know the exact change of your location, as well as your browsing trajectory from online to offline are tracked and accessed ...... The amount of data began to grow geometrically, and the value becomes more and more High, O2O (online and offline combination) of the era of big data, personal and business so-called private data is more and more by a variety of intelligent machines to obtain, human beings have been unable to hold their own private data, which I wrote in 2012 at the end of the year, "the world of O2O has no privacy," the analysis of the article.

But then again, in this era of big data, it's clear that the burden of protecting the privacy of individuals and businesses is much heavier on virtually any company that has easy access to data, because once that privacy is compromised, it's very often the case that the company simply goes out of business and can't be trusted again, which explains why there's much more data security and attacks now than there were in the previous two eras. and attacks are much more prevalent now than in the previous two eras.

This is a very brief description of the three phases of data evolution so far, but of course, in the study of data by the Institute for Business Intelligence, there is another upcoming phase that should be called: hyperdynamic data.

Hyper-dynamic data

This stage of data has reached the biological level, with smart devices and the importance of human health after the great material abundance, implantable devices may not come, but smart devices that can detect human biological data through various kinds of light will develop rapidly and become tools for daily use, for example, by increasing the light-detecting air conditioners that can directly test the temperature of human body and the temperature of the environment. For example, air conditioners with increased light detection can directly test human body temperature and ambient temperature data, which can then be correlated with the heat generated by other devices to intelligently regulate the temperature; wristwatches that detect the cell state after metal contact with the skin can obtain data; infrared camera heads can sense heat data, etc. will soon become possible, and the rapid change of bio-data at this time (the change of human body temperature is estimated to take milliseconds to carry out) will make the data enter the stage of "hyper-dynamic data". dynamic data" stage.

"So, in what position should the Big Data gold mine be mined?"

The first stage of the static data combined with people annoyed, simply put, we will have a perceptual understanding of your daily receipt of spam, fraudulent phone calls, sales calls and other behavior is that these static data are simple and crude "betrayal" of the data gold mine mining posture, not to mention the individual is very upset, in fact, like the three giants of the telecom and the financial industry, real estate, 4S stores, and so on, and so forth. In fact, like the financial industry, real estate, 4S stores, retail enterprises and other companies that have the first stage of data to have a massive amount of personal and business static data, this gold mine digging posture also seems to be a bit helpless, knowing that everyone is not happy, why do all do? This topic is estimated to chat down to the philosophical heights, on the more pulled, in short, the gold mine dug very bitter, individuals scolded the platform, the platform pretended not to hear or pretend to be innocent ......

This stage was quickly replaced by the second stage of the data mining position, although there is a small amount of behavior, but become much less, Ali and Jingdong does not need to be the relatively dynamic data in this way to cash, but began to build data analysis models and products to productize, tools and platforms in three ways more efficient and higher yield to mine the data gold mine.

Simply put: through the relative dynamic data can know what goods sell better, this guides the platform of Jingdong such procurement and marketing system for purchasing and marketing, than Suning and Gome high efficiency and data generated by the revenue, and then further promote the financial innovation: Jingdong white stripe, Jingdong financial data revenue began to be more efficient and lower-cost cross-border from the retail industry to the financial industry.

Ali did more extreme, in addition to financial innovation earlier than Jingdong, there is the development of data magic such as data products, merchants can pay an annual fee to obtain more data to guide their business behavior; there is also the establishment of service platforms, but also to make the data further in the development of products and tools to get the development of the revenue. These aspects of the open platform idea, merchants through the platform of personal data and tools to improve efficiency to increase sales and reduce costs, willing to pay for data; individuals through the data service platform to understand their own consumption, more rational consumption and guidance to the financial platform, for the back of the dynamic data stage to lay a solid foundation for the gold mine mining.

The banking, finance, automotive, real estate, and retail industries at this time began to show their helplessness and powerlessness in the face of their own data gold mines, and had to start learning from the Internet platform, actively seeking two aspects of data evolution: one is data transformation, so that static data is constantly transformed into relatively dynamic data; the other is to provide services to merchants and individuals through products and tools, and thus be willing to pay for data. willing to pay for data. However, there seems to be a reluctance to give up the previous way of mining data gold (there are many companies that have never actually mined data gold), so the evolution has been slow, and the loss of a lot of sand with a lot of gold as a result of violent mining has started to appear, which is the phenomenon of "data migration".

This phenomenon is very scary, merchants' manpower and capital began to be tilted towards online platforms, and offline media was affected first, and then the sales of physical stores were affected. But because in the second phase of relatively dynamic data, the impact was not so far-reaching due to the separation of offline and online data!

The third stage of dynamic data is the development of hardware technology triggered on the basis of quantitative change, the original PC era mining gold mine ability is relatively weak Tencent with the advantage of mobile technology, but became the strongest one, a small red packet product in the TO C (personal end) triggered by the data mining way so far no one can compete, and has been going on for more than two years, the monthly red packets of the amount of money not withdrawn cash sinking is very impressive; and in the red packets, the amount of money not withdrawn is very impressive; and in the red packets, the money sinking is very impressive. The money deposited is very amazing; and in the Spring Festival of the joint merchant red packet marketing let us see the formation of hundreds of years of advertising and profit model has been subverted, advertising directly in the form of a red packet to the individual user, and then and the merchant's public number to connect, build the relationship between the merchant and the user to continue to free marketing!

At the same time, with the help of the almost never-quit WeChat account generated by the circle of friends location and dynamic data, chat data, nearby people mobilized location data, third-party applications generated by the data and so on began to deepen and offline business combination, a circle of friends to promote the advertisement product not only did not make people resent, but also triggered: why I did not receive BMW ads such as the proliferation of the secondary marketing, each time The people who received the promotion in the circle of friends were all kinds of happy and joyful comments; the merchants got the opportunity to promote their brands and increase their sales through these data, and the platforms gained huge advertising revenues.

Financial innovation in the way of data mining in such a dynamic data stage to get a new outbreak, it can be said that if not for the limited protection of the traditional financial industry, it is not an exaggeration to say that the balance of the treasure such as the evolution of the product through the big data mining will be just like the merchant red packets mentioned earlier to subvert the financial industry in the personal sector of the profit model!

There is also a big data gold mine I know mining position from Amazon's big data system to Walmart's U.S. and China's deployment of the basic realization of the full range of smart purchasing, simply put, is the global Walmart offline stores merchants and personal consumption data into such a system, through the algorithm can be realized without the need for manual analysis of the purchase order, and then directly to the supplier orders, and then distributed to the store! And then delivered to the store! The companies that are working on this are Google, Baidu, Facebook, Tesla, Ali, Huawei and many more.

If we go deeper and learn more, we can find the third stage of dynamic data evolution to the big data gold mine can be used in many kinds of business and personal are very cool posture dig out, the gain is the sum of the first two stages but also a few higher geometric levels. This part welcome you to add my personal public number: izhuangshuai continued to pay attention to and exchange, want to more in-depth research together, welcome to pay the bottom of the annual fee to join the "Institute of business sex".

This big data gold mine digging position is obviously a lot more cool and efficient than the first and second stage, the earnings had geometric growth and help more merchants more efficient and more automated to achieve sales growth and profit growth, if we enter into the fourth stage: hyper-dynamic data! All retail systems, production systems, logistics systems and financial systems and people's Almost all the data associated with the production and sales will become manpower-free, and really enter the era of "great material abundance", this era after 70 years should be able to witness in their lifetimes... ...

This development also reaffirms the central idea of my first book "Business Nature": the more developed business is, the more it can stimulate people's sincerity and kindness! There is really no reason why people after great material abundance, when all private data (including biodata) are acquired, stored and associated to the stage of people and things, should not become sincere and kind!

The above is what I have shared with you about the big data gold mine of O2O should be mined in what position, more information can be concerned about the Global Green Ivy to share more dry goods