Big data thinking is the core of enterprise Internet thinking.

Big data thinking is the core of enterprise Internet thinking.

The changes brought by "internet plus" to traditional industries will be a continuous and irreversible process. With the deepening of "internet plus", many new technologies and formats will appear, the iteration speed of technical routes and business models will be obviously accelerated, the pattern of some industries will be violently turbulent, and the interface between industries will be more blurred.

Nowadays, with the popularity of "internet plus", more and more Internet companies are trying or subverting traditional enterprises, and more and more traditional enterprises are or are preparing to transform the Internet. However, more traditional enterprises are still at the crossroads of internet transformation, facing many contradictions and puzzles-how to promote the internetization of traditional enterprises?

User-oriented is the ideological basis of enterprise internetization.

20 1 165438 CCTV news headlines broadcast what did Internet thinking bring? Taking Haier air conditioner and Xiaomi mobile phone as examples, this paper shows the profound changes brought by the new Internet thinking of information interaction and knowledge sharing to the manufacturing industry in China, and sets off an upsurge of learning "Internet thinking" for the whole people. When it comes to enterprise internetization, we must first understand Internet thinking.

What exactly is Internet thinking? In short, it is the ultimate thinking about the essence of traditional business. So, what is the essence of traditional commerce? The essence of traditional business is a systematic process of providing products for users and making profits for enterprises. In this process, there are only two core elements of business, namely users and products. Internet thinking is based on the Internet environment and technology, deeply understanding the thinking mode of users and products. From the appearance, around users, Internet thinking can derive thinking modes based on users' acquisition and service, such as "free thinking", "socialized thinking" and "platform thinking". Around products, Internet thinking can derive thinking modes based on product design and development, such as "iterative thinking", "simple thinking" and "extreme thinking".

But in essence, by comparing the differences between the traditional era and the Internet era, we find that it is precisely because of the Internet space that enterprises and brands have more opportunities to directly face users, and the former and the latter can directly interact, communicate and trade. In this virtual space, all data such as user's behavior track, consumption habits and choice preferences will be recorded and saved electronically. With the help of Internet technology, we can get to know our users better than ever before. In a sense, Internet thinking is "user-centered" with the help of technology and data, and replaces the traditional "product center" with the help of inertia, experience and individuals.

User-oriented-paying attention to users' attention is the premise.

In the era of high-speed information on the Internet, the ability of users to choose and control information independently has never been strengthened, and some users have even become the main body of information and the focus of the public. For example, in Sina Weibo's 24-hour hot topic list, a large part of hot topics are made by ordinary netizens every day. Recently, the news of celebrity drug abuse broke out frequently, and netizens can "adapt" these news into "prison blockbusters". In the Internet age, the "herd effect" has been infinitely magnified, and enterprises should change from "creating attention" in the traditional era to "following attention".

Nowadays, with the development of big data collection and mining technology, "attention" has become a reality. For example, Admonitor, an Internet attention capture system owned by Taiyi Zhishang, can track and monitor BBS forums, blogs, news posts, forwarding, Weibo and WeChat by relying on search engine technology and text mining technology. 7X24, so as to gain an in-depth understanding of users' influential and tendentious comments and opinions on some hot spots and focus issues in real life. In the era of fragmentation of users' attention, enterprises need to pay attention to the public's attention and comment orientation on the Internet in real time, dig out the focus and hot spots of public attention, and thus formulate targeted market and product strategies.

User-oriented-understanding user preferences is the foundation.

Jing M.Guo mentioned in the interview that when the first two Tiny Times were released, he would wear a mask and hat to buy tickets at the cinema every time he went to a city for publicity. He wants to hear where the audience will laugh and cry, and which lens responds fastest and most directly. But he found the plot that he thought the audience would laugh. As a result, there was silence. He thought the audience would cry, but everyone was laughing. Later, he summed up the cause of the problem: China audience's ability to analyze long sentences is limited, and if jokes are in long sentences, it is difficult for the audience to laugh. So in Tiny Times III, he not only set the punchline in short and easy-to-understand lines, but also added some physical punchline, replacing the auditory punchline with the visual punchline. He even cut off a lot of bitter lines with Guli characteristics, because they are often not jokes of the audience, and they will not leave a particularly deep impression on the audience.

The success of Tiny Times can't be separated from Beijing M. Guo's great attention to users' preferences. Nowadays, we can use big data technology to better grasp user preferences. For example, Taiyizhi also has its own big data platform Atlas cloud image to subdivide the behavior data of 560 million users, cross-analyze 7,000 dimension tags, restore users' real preferences, and accurately grasp users' preferences, thus enhancing users' stickiness and loyalty. Taiyizhi currently provides data consulting services for many domestic TV stations and film and television companies.

User orientation-optimizing user experience is the core.

Taiyiyi still defines user experience as-consciously and meticulously managing the high-frequency interaction points between enterprises and users. Supply chain globalization, information flattening, product homogenization and price differentiation are inevitable. The only difference between enterprises and competitors is the user experience. When users are willing to spend more money to get a better experience, and have high-frequency interaction with enterprises, the difference between enterprises and competitors appears.

Robert, former chief designer of Apple? In his book Critical Design, brenner emphasized that "starting from the overall customer experience, the logic of industrial chain runs through design, manufacturing, marketing and sales, and the whole company serves around customer experience." Apple's user experience-oriented cycle process can be summarized as: 1, customer demand; 2. Products that can respond to demand through emotions; 3. Coordinate the design, manufacture and promotion of products to customers; 4. Be alert and be able to foresee the further needs of customers. This cyclic experience process must rely on the support of data. Apple acquired Topsy, a Twitter data specialization company, a long time ago, hoping to understand the most concerned trends and their significance through Topsy's data, so as to help Apple improve its recommendation algorithm, strengthen or predict popular media and further improve its Siri service, thus providing users with a better experience. Not only that, Apple also acquired a series of data companies, such as Locationary Data Company, data provider FoundationDB and big data analysis company Acunu.

User-oriented-improving users' willingness to pay is the foothold.

The key to improve users' payment is to tap users' needs and set up payment points skillfully. Taiyizhi still summarizes it as a personalized construction of paid scenes. The first is the setting of payment points and payment methods, which requires enterprises to fully understand users' ideas and needs and guide users to pay; Secondly, when users have consumer demand, the purchase entrance should be clear and timely, and the purchase process should be as simple and easy to understand as possible.

For example, we automatically identify the "shopping" scene through LBS data, and recommend the nearest merchants to provide free traffic packages according to their geographical location, but users need to receive advertisements from merchants or pay for additional value-added services. For another example, we automatically identify its "going abroad scene" through search data and recommend products to the corresponding countries. Taiyi Zhishang believes that the real-time relationship between enterprises and consumers can be established through scene digitization, thus satisfying the personalized supply-demand relationship and significantly enhancing users' willingness to pay.

Big data defines user orientation, and big data thinking is the core of enterprise Internet thinking.

From the above, we have noticed that whether it is user attention, user preference, user experience or user payment, we can no longer rely on past experience and inertia, but turn to the analysis framework of big data. Taiyi Yizhi still believes that big data is the most concrete embodiment of the law leading to the essence of users. When encountering problems, the first thing to rely on is not experience but data. Big data thinking, or user thinking under big data, is an "Internet" way of thinking and practical experience that is more in line with the Internet needs of traditional enterprises.

We know that the advantage of the Internet is that it can track and save every behavior of users, thus forming a huge amount of big data. Through big data analysis, users can be presented to enterprises more completely and vividly. Who is this user? Where is he? How can I contact her? What products does she need? What channel did she buy? She needs to know what her buying habits are ... In front of the complete "user portrait", the enterprise can see at a glance what users need, how to obtain and how to market. The arrival of the era of big data has given us a deep understanding of users and achieved the ultimate. At the same time, the perfection of user portraits makes it possible for enterprises to get through online and offline, making it possible for commercial operations based on the Internet. Taiyi Zhiyi still believes that big data thinking is the core of enterprise internetization, and the rational application of big data is the premise and guarantee of enterprise internetization. Traditional enterprises that explore the Internet with big data thinking will take the lead in the fierce competition of industrial transformation and upgrading and continue to lead.

The above is what Bian Xiao shared about big data thinking as the core of enterprise Internet thinking. For more information, you can pay attention to Global Ivy and share more dry goods.