In the age of digital information explosion, data is generated every moment of our lives. Wal-mart has been able to sell diapers and beer together in a detailed analysis of the past year's original transaction Numbers. Google through the analysis of the vocabulary of America's most frequent retrieval, with seasonal influenza transmission period of data comparison, thus established the mathematical model of a particular, ultimately successful prediction of the winter flu prone areas. In industries such as telecommunications and finance, "data is business". What does big data bring to the media?
- Unveil the mystery of big data.
Big Data (Big Data) is to point to in multiple forms, from many sources collected large Data sets, there is also a saying as large Data refers to not in a certain period of time with conventional software tools for fetching the content and management and processing of Data collection.
Big data is characterized by "huge" and "magnanimous". This is because every moment of human activities have been accompanied by the generation of data information, the scope of data collection from megabytes (MB) to gigabyte (GB) and terabytes (TB), and even petabytes (PB), exabytes (EB) and ze byte count unit (ZB) to.
Big data may come from social networks, business and video sites, customer visits, and many other sources. Users' computer browsing records, mobile phone communication records, web browsing habits, weibo usage habits, and mobile GPS tracking records are all recorded as data.
Ii. Media thinking in the era of big data.
Big data has been widely used in the fields of physics, biology, environmental ecology, medicine and medicine, and has extensive influence on military, communications, finance and other industries. With the popularity of the Internet, the impact of big data on the Internet is deepening, and the new media industry, which relies on the Internet, is emerging.
With the development of big data statistics, the volume of data produced, stored and accumulated is beyond the scope of ordinary people's imagination. "With bronze as the mirror, it can be clothed; With the ancient as the mirror, we can see the xing and the replacement, while the "data" can not only grasp the historical information, but also predict the future better.
(1) use big data to master the audience's interest.
The success of "house of CARDS" has led people to focus on the application of data analysis to the media. The hit show comes from Netflix, the movie rental provider. Netflix for 27 million U.S. subscribers, 33 million subscribers worldwide, watch the information such as records, friends recommend for deep excavation, so as to find out the user favorite video style, content, style, director and actor, take advantage of these key information to determine the audience favorite genre, actors, directors.
(2) focus on individual user experience.
Because of big data technology support, promote the development of the various types of terminals, platform, brought a variety of information for users to access, and publish in opinion expression and information users in a place, terminals and platforms in order to attract users, according to users' search records, it is concluded that each user's hobbies, interests, and to recommend suitable for their own community.
(3) realize multi-screen interaction.
With the rapid upgrading of the Internet and the development of intelligent terminals, users can watch channels from single media to multi-terminal integration. The whole media, the whole channel, the whole terminal, has become the inevitable trend of the media development itself. At present, the more will own brand radio show, on your PC, mobile Internet, IPTV and OTT platform to play, and to open weibo, WeChat public platform, through the close interaction with the audience, grasp their viewing needs.
- The role of big data in new media.
Big data cloud computing power for mobile phone APP, weibo, WeChat mobile terminal to provide large data services, such as the underlying platform basis of media convergence, weibo similar attention recommended users, search engines are implemented with the support of big data, new media big data systems need to have the function of information collection, according to different purposes, the design of system, information processing, the information filtering, to heavy, similarity clustering, emotional analysis, abstract, automatic classification and so on.
(1) mobile APP
Big data can make APP application realize precise push, and use the environment of APP interaction to dig the user's hobby. For example, through different life service APP, the electronic commerce chamber will measure and measure the payment data generated by each consumer, and then push the products of their own products. Whether it is shopping APP, group-buying APP or consulting APP, the larger the user scale, the longer the data collection time will be, the more accurate the demand analysis will be for users.
(2) WeChat
WeChat's public account management platform can calculate the click amount of each custom menu in real time, analyze the click rate of each push message, and automatically conduct customer stratification. This means that every public account can through the WeChat platform of data collection and analysis function to know what kind of information can be more easily accepted by subscribers, which some subscribers to product high attention, so as to push for different customers personalized service content, implement effective information push.
Some predict that in the coming decades, data will become one of the most valuable assets of human beings, and we will all look forward to whether the impact of big data on new media will continue to ferment.