Big data entrepreneurship is booming and the business model has not yet taken shape.

The business model of big data entrepreneurship has not yet taken shape_Data Analyst Exam

In the past year, “big data” has become one of the hottest IT terms. In 2012, the U.S. government implemented a big data plan, the United Nations released a big data report, and some cities or parks in my country also announced the development of the big data industry. Transnational IT giants such as EMC, IBM, and Oracle have released big data strategies and products.

Data statistics show that the total amount of data created and copied worldwide in 2012 reached 2.7ZB, which is 200 million times the total amount of global data in 2002; including text, photos, audio, video, medical imaging, etc. Unstructured content exceeds 85%. Huge data contains unprecedented social and commercial value, and its development potential is being favored by more and more people. "Data is a competitive advantage for any enterprise, and big data will be a natural resource in the future." IBM's new CEO said.

With the promising future prospects of big data, many business models based on data commercialization have been derived, and this field is becoming a popular field pursued by entrepreneurs and investment institutions.

"People who may be interested", "Guess you like it", "People who bought this product also bought..." When you browse Weibo and shop online, you will often see it in the corresponding position. As suggested above. Behind these seemingly simple user experiences, there is actually a big data industry known as the "new oil field".

Faced with the surging huge business opportunities, some start-up companies have begun to boldly seek gold in this field and have also received support from venture capital. On March 28, Jingzan Technology received US$20 million from Northern Lights and Intel Investments. This is another financing case in the field of big data after Percent received investment from IDG last year. Against the background of the downturn in the capital market, entrepreneurial projects in the field of big data are particularly eye-catching.

In fact, big data is still a broad and general concept at present. When starting a business in this field, which angle should you start from and how to build your own business model are becoming topics of interest to entrepreneurs.

Advertising is still in its infancy

At present, domestic data services are still in their infancy, and new data service companies still need to integrate multiple capabilities. At present, starting from advertising is the easiest business model to gain support from advertisers.

“Marketing without data support will often fall into a state of ineffectiveness. Modern consumers will not take the bait easily. You need to study their consumption habits and trajectories to find hot business opportunities! "Chen Yongdong, an associate professor in the new media field at Shanghai Theater Academy, wrote on Weibo.

Indeed, there is a famous saying in the advertising industry: "I know half of my advertising dollars are wasted, but I don't know which half." This expresses the dilemma that lack of data brings to enterprises. According to Zhang Shaofeng, COO of Percent Technology, it was difficult for past technologies to meet the needs of advertisers, but now this problem can be completely solved through technical means. In other words, advertisers can spend their money clearly.

Zhang Shaofeng said that in the past, various e-commerce companies had a one-sided or single-dimensional understanding of their users. That is to say, each website only understands the user’s preferences on its own website, but cannot understand the user’s preferences on its own website. Behavior and preferences outside your own website. "What we have to do is to build a bridge between these websites. This bridge can help companies better piece together their own puzzle of user interests." Zhang Shaofeng said that once consumers are connected in multiple fields (such as shopping, Information, dating, entertainment, etc.), you can use big data to build a comprehensive consumer interest map, and carry out targeted marketing and push on your own website. In this way, it can not only enhance the conversion rate of the website, but also greatly improve the user experience.

What Jingzan Technology does is to combine data services with the advertising industry. Its core product "Jingzan Radar" realizes precise remarketing for advertisers based on professional data services. advertising delivery system. Tang Qifeng, founder and CEO of Jingzan Technology, told a reporter from China Business News: "Jingzan Technology is very familiar with advertisers' advertising logic. Our core capability is to build multiple models and then analyze and derive valuable information from different dimensions. , in order to provide advertisers with effective delivery services.

”

In the view of Liu Ronghua, senior partner of Peking University Zongheng Consulting Group, the business of the above-mentioned companies can only be said to be the application of big data in the advertising and marketing industry. In fact, the big data industry is much more than that. Its value is as high as The impact is much greater. It can be said that in the future, there will be no decisions made that are not based on data analysis. In other words, big data will affect all aspects of our social life, so qualitative analysis will also become Habit.

The reporter learned that big data includes data sources, storage, computing processing and application. In Tang Qifeng’s view, the development of domestic big data is still in its infancy, and new data is still in its infancy. Service companies also need more integration capabilities. Only when the industry develops to a certain level can they be further subdivided, and starting from advertising is the easiest business model to gain support from advertisers.

< p>But Zhang Shaofeng also said frankly: “Currently, the most difficult thing is to get more companies to recognize the value of data analysis, and thereby improve the social recognition of data services. "Tang Qifeng also believes that it takes a process to continuously tell target customers about the value of data services through different cases.

The business model has not yet been formed

New startups enter the data industry There are three major challenges in the service field: first, whether there is the ability and strength to comprehensively develop technology; second, whether there is enough money. Doing data services requires a lot of infrastructure, massive data storage, calculation, etc., and these all require hardware Investment; the third is to run faster than big companies.

Entrepreneurship in the field of big data looks great, but in the short term, we still need to solve the problems of "who to make money from" and "how to make money". .

The reporter learned: In addition to launching its own "Jingzan Radar" product, Jingzan Technology is also providing more services to customers through other product portfolios, such as providing SEM to customers. (Search engine marketing) technical support, independent advertising monitoring systems and other products to obtain more service fee income. Therefore, most of Jingzan Technology’s customers are large enterprises, especially those in the Internet vertical field and e-commerce industries. Mostly.

Percent Technology’s customers are mainly e-commerce companies. According to Zhang Shaofeng, Percent Technology currently adopts two charging models. The first is a fixed basic technology service fee, that is, the basic fee is charged according to the functions and scale selected by each enterprise; the second is payment based on results, and the revenue proportions of the two are roughly the same.

However, in Tang. Qifeng believes that it is too early to talk about business models for data service companies. After all, there may be many variables in the future, so it will take time and the market to understand and digest them. He believes that the advantage of Jingzan Technology lies in its ability to do so. Understand users from the perspective of advertisers and respond quickly.

For entrepreneurs who intend to enter the big data field, Liu Ronghua reminds: There are three major challenges for new companies entering this field: One is whether you have the ability and strength to fully develop technology. Data services involve many technologies. If an entrepreneur only uses a single technology, you can only make a certain link. The second is whether you have enough money to do data services. Facilities, storage and calculation of massive data all require hardware investment; third, new companies also need to run faster than large companies, which is undoubtedly a big challenge for new companies. In short, data services with broad prospects are a big challenge for new companies. , is both an opportunity and a challenge.

Be wary of the legality traps of data sources

Currently, large companies including Baidu, Taobao, and Tencent are doing user data analysis and user data acquisition. It is still in a gray area. Therefore, it needs to be reminded that both large companies and entrepreneurial companies need to balance the relationship between user privacy and data quality.

It must be mentioned that data service companies still need to balance the relationship between user privacy and data quality. We are faced with the issue of the legality of data sources. At this year’s “3.15” party, CCTV exposed a number of companies that provide precision marketing services that have violated user privacy, thus raising people’s attention to the legality of data sources. . And this is becoming an invisible risk for data startups.

Zhang Shaofeng believes that the above risks need to be viewed rationally. In his view, technology itself is not good or bad; the key lies in the people who use it. Technology is a double-edged sword. The key is for the government and the industry to establish rules, design very harsh and strict legal regulations and industry rules, and fully crack down on companies that provide services that are not only provided by users, but also use user privacy to make profits in a way that harms users.

“Investors also attach great importance to this. They conducted strict audits during their investigation of Jingzan Technology.” Tang Qifeng said that the key to the legitimacy of the data source lies in whether “users are notified” "Users include advertisers and ordinary consumers, and in all settings, there must be a design that allows users to opt out.

“Part of the data source of Percent Technology is the core data collected by the company itself. In addition, it will sign a data sharing agreement with the customers it serves. All customers currently cooperating with it sign this agreement. That is "We took the lead in establishing a data sharing database with Percent Technology," said Zhang Shaofeng.

In Liu Ronghua’s view, currently large companies including Baidu, Taobao, and Tencent are doing user data analysis, and user data acquisition is still in a gray area. Therefore, entrepreneurs also need to promptly remind users that some data is obtained voluntarily. In fact, both large companies and entrepreneurial companies need to balance the relationship between user privacy and data quality.

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