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(譯)在大數據時代,什么在悄悄改變著?

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 發表于 2015/4/14 9:36:26 | 只看樓主 | | | | |

 

大數據

 

大數據可能是在過去五年中最知名的流行語。該技術還處于萌芽階段,充滿了潛力,每個人都熱衷于它呈現的激動人心的前景。但是,在大數據時代,究竟什么是再慢慢在改變?答案是“很多”。

大數據從何而來?

BOB官网大數據是用于描述數據或數據集的術語,包括結構化和非結構化,對于標準的工具或常規的方法來說過大而操作復雜的數據。

亞馬遜,Netflix,eBay等公司產生的“數據尾氣”,是一些數字化活動的副產品,比如購買、銷售。這些數據提供了關于一個個體極其重要的洞察力,因此,對于市場營銷和業務實體來說是非常重要的。

BOB官网此外,通過智能手機和社交網絡等活動產生的數據,比如個人喜好和評論告訴了很多關于我們的偏好,位置,甚至是至關重要的健康狀況。然后,就有這種可穿戴技術,以快速發展的步伐,填補了數據與個人的連通空白。

有如此多的數據處理,可能性是巨大的。一些人預測,大數據將對企業和個人來說猶如當初互聯網的到來一樣重要。通過使用一個巨大的樣本集來評估人的行為,預測未來的發展趨勢將變得更容易,企業會事先知道客戶真正想要的是什么。這是經常被引用的例子,大數據作為一個完美的銷售和業務的驅動程序:大眾市場零售商了解到一個客戶的妊娠,所以開始發送嬰兒家具和生育方面的銷售傳單,這也讓她的家人知道了這個懷孕的消息。這只是冰山一角。(注:曾經有一位男性顧客到一家塔吉特店中投訴,商店竟然給他還在讀書的女兒寄嬰兒用品的優惠券。這家全美第二大零售商,會搞出如此大的烏龍?但經過這位父親與女兒進一步溝通,才發現自己女兒真的已經懷孕了。)

從世界經濟論壇的白皮書節選標題為“大數據,大影響:國際發展的新的可能性”

在海地災難性的2010地震后,在卡羅林斯卡醫學院和哥倫比亞大學的研究員發現,移動數據模式可以用來了解難民運動和隨之而來的健康風險。研究員在地震研究中從兩個組織得到從太子港流出的數據按照全國將近二百萬的SIM卡的運動跟蹤。他們能夠準確地分析目標超過60萬人從太子港流離失所,他們制作這樣的信息提供給政府和人道主義應對危機。

還有其他的應用諸如健康,教育,金融服務業和農業,當然也適用于企業決策甚至人才招聘。

出版業:一個不太可能的受益者

BOB官网出版業是一個不大與大數據有直接或者間接關系的行業。在數字化閱讀被發明以前,出版商沒有辦法做地域銷售分析和人口特點統計,也沒法獲取人們想看的內容。當數字化閱讀到來之后,現在可以知道客戶對一本書的興趣點,是讀了它還是只翻了幾頁,花了多少時間讀完這本書,怎么找到這本書的。通過知道哪些書是讀者有興趣的,出版商可以明智的決策應該投資那些作者或者特許經銷商。具有高的完成率但低的銷售的書,能夠通過不同的策略和擴大讀者來提升銷量。

同樣,這些指標也能顯示一個作者是不是值得投資或者應該投資多大。看數據不僅可以顯示有多少人讀完特定作者的書,而且他們多塊的讀完了它。孤立的完成率的指標數據在公式中會帶來非常大的風險。

人才越來越有意義

Beth Alexrod,eBay公司人力資源高級副總裁,電子商務巨頭說,“通過數據分析有很多的價值創造和增加”, “吸引外面的人才到公司是否能做一個更好的工作,或做預測分析誰可能會離開并且原因是什么,這樣你就可以在這個點到達之前提前介入嘗試改變,有大量的這樣的機會。”

就像金融家和營銷人員使用的數據來預測未來的收益和閱讀的消費習慣,招聘人員現在可以使用人的行為分析作為企業決策的重要驅動。在使用大數據尋找人才實施的方式中,最大的挑戰是缺乏必要的數據技能的人力資源從業者。勞動力分析技能的需求大幅增加,對只有少數的專家能夠分析數據的企業幫助不大。

在理解人類行為的一大飛躍

毫無疑問,計算機可以捕捉到我們通過一系列的始終連接的設備產生的一切細節。想想看,大數據應用在商業中的巨大力量被激發,他們能夠預測到誰在什么時候在哪里會購買他們的產品。

-社會媒體成癮導致我們暴露了非常精細的自己。市場研究公司使用該爬取網站的數據找到人類情感與品牌、產品、服務的關系。

BOB官网-數據密集型領域如醫療,金融和電子商務是一個人類個體行為和結果的數據倉庫。

-語音分析應用的一大用處就是呼叫中心記錄的談話。改進的語音識別技術,語音為基礎的數據和它的意義在于,可以在一個智能格式捕獲的范圍內生長。

然而,仍有疑問,所有這些數據是否能在實際中產生意義。是否有足夠的技術和方法,以獲得所有這些數據的意義和在商業中預測未來?讓我們知道您的意見。

英語原文:

What exactly is going to change in this era of Big Data?

Big Data is possibly the biggest buzzword for the past five years. The technology, still in its nascent stages, is rife with potential and everybody is enthusiastic about the exciting prospects that it presents. But what’s exactly going to change in this era of big data? The answer is “a lot”.

BOB官网Where does big data come from?

BOB官网Big data is a common term used to describe data or data sets, both structured and unstructured, that are too large and complicated to manipulate with the standard tools or methods available.

BOB官网Companies like Amazon, Netflix, and eBay generate “data exhaust”, the by-product of all digital activities such as buying, selling and this data provides great insights about an individual and hence is of immense importance to marketers and business entities. Besides, there is the truckload of data, being generated by smartphones and our social networking activities such likes and comments that tell a lot about our preferences, location, and even vital health stats. Then, there is this onset of the wearable technology, happening at a rapid pace, which fills the last gap in constant connectivity.

BOB官网With so much of data at disposal, the possibilities are huge. Some predict that Big Data will be as vital to businesses and people as Internet has become. By assessing human behaviour across a huge sample set, it will become easier to predict future trends and businesses would know beforehand as to what customers really want. There is this often cited example of Big Data being used as a perfect sales and business driver, where Target, the mass market retailer came to know of a customer’s pregnancy and so started sending sales flyers offering deals on baby furniture and maternity items, that too before she broke this news to her family. This is only the tip of the iceberg.

BOB官网An excerpt from World Economic Forum’s whitepaper titled Big Data, Big Impact: New Possibilities for International Development, “

“In the wake of Haiti?s devastating 2010 earthquake, researchers at the Karolinska Institute and Columbia University demonstrated that mobile data patterns could be used to understand the movement of refugees and the consequent health risks posed by these movements. Researchers from the two organisations obtained data on the outflow of people from Port-au-Prince following the earthquake by tracking the movement of nearly two million SIM cards in the country. They were able to accurately analyse the destination of over 600,000 people displaced from Port-au-Prince, and they made this information available to government and humanitarian organisations dealing with the crisis.”

BOB官网There are other implications as well in areas like health, education, financial services and agriculture, not to forget corporate decision making and even talent recruitment.

BOB官网Publishing: An unlikely beneficiary

BOB官网Publishing is an unlikely industry to have any direct or indirect relation to big data. Before digital reading was invented, publishers couldn’t do much other than analyzing sales by region and demographics, and hear what people or reviewers thought of the content. With digital reading arriving on the scene, it is now possible to know how a customer engages with a book, did he even read it or just sifted through page, how much time did he took to finish the book and last but not the least, how did he find it. By knowing what books readers find engaging, publishers can take informed decisions on which authors and franchises to invest in. Books that had a higher completion rate yet low sales could be promoted with a different strategy and can be presented to a wider audience.

BOB官网Similarly, engagement metrics can also reveal if an author is worth investing in or not and what size the investment should be. Reading data could not only reveal how many people were finishing the books of that particular author, but also how fast they were finishing it. Engagement data in the form of completion rates alone can take a lot of risk out of the equation.

Talent hunting becoming more meaningful

BOB官网Beth Alexrod, Senior Vice President of Human Resources for eBay Inc, the e-commerce giant says, “There’s a lot of value to be created and added through data analytics,” “whether it’s doing a better job spotting talent outside to attract to the company, or doing predictive analysis of who is likely to leave and what are the factors, so you can intervene before that point is reached to try to change the trajectory. There’s a ton of opportunity there.”

BOB官网Just like financiers and marketers use data to fore_cast future earnings and read consumer habits, recruiters can now use people analytics as an important driver of corporate decision-making. The biggest challenge here that stands in way of implementation of Big Data in the search for talent are HR practitioners who lack the necessary data skill sets. The demand for analytical skills in the workforce has increased substantially and it doesn’t help anymore to have just few experts who are able to analyze data.

A big leap in understanding Human Behaviour

BOB官网There is no doubt about the fact that computers are capturing every single detail of what we are doing through a range of always-connected devices that we use. Just think about the immense power that big data has inspired in businesses, they can finally predict who, where and when customers will buy their products.

BOB官网– Social media addiction has led us to reveal very fine detail about ourselves. Market research companies use this data by scraping the web to find relations between human sentiments and brands, products & services.

– Data intensive domains like healthcare, finance and e-commerce are a repository of data on individual human behaviour and outcomes.

– Speech analytics has caught on in a big way as call centers record conversations. With improving speech recognition technology, the range of voice-based data and its meaning that can be captured in an intelligent format grows.

However, there is still doubt whether all this data can actually make any sense. Are there enough technologies and methods to derive meaning from all this data and predict the future in business? Let us know your comments.

End.

 

 

 



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 發表于 2015/5/12 14:36:21 | | | | |
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以企業數據中心為例,數據中心的運作成本通常接近整個IT預算的25%,而中小企業很難花重金購建自己的數據中心,因此多數企業往往采用數據中心托管或是使用云計算來解決企業數據管理的需要。同時在云計算應用下,企業數據中心將更具靈活性,對實現綠色數據中心理念也將有巨大推動,也為數據中心市場發展帶來新的機遇。凱德云M-Files能有效協助企業處理大數據。
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 發表于 2017/3/22 16:43:33 | | | | |
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-數據密集型領域如醫療,金融和電子商務是一個人類個體行為和結果的數據倉庫。
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