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Big Data

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여기에 당신의 욕망이 보인다.
-빅데이터가 찾아낸 70억 욕망의 지도 * 프롤로그 - 사람의 마음을 읽다. case> 2011.10.26 서울시장 재보선 선거 (박원순 vs 나경원 후보)
- 트위터 추이를 통해 후보자들에 대한 대중의 관심도를 확인
- 데이터 분석가는 기업에게 데이터가 아니라 해석(insight)을 판다.
- 기업의 핵심역량은 결국 고객을 어떻게 이해하는가이다. 즉, 텍스트를 캐내는 것이 아닌 종합적인 정서에 해당하는 마음을 느껴야 한다. 빅데이터 분석은 마음들을 캐는 일을 하고 있는 것이다.
(mining minds) * 일상이 모여 미래가 된다.
1-1 우울증 치료제는 주말에 판다.
- 미국 사람들은 월요일이 가장 우울하고 토요일이 기분이 반전되는 날이다. 따라서 주말에 광고를 하면 좋다. 또한, 포털 사이트의 광고단가는 주말이 훨씬 낮다. 사람들이 다 밖에 나가서 인터넷을 하지 않기 때문이다. 그런데 우울증에 걸린 사람들은 밖에 안 나간다. 그래서 토요일에서 월요일까지 3일치 광고를 저렴한 가격으로 기획한다. 이것이 바로 데이터를 활용하는 방법이다. 제품이 아니라 제품을 원하는 마음을 통해 마케팅 기회를 찾는다.
1-2 미래는 이미 현재에 존재한다.
- 기분이 나쁘면 정권이 바뀐다? 사회적 분위기, 사회적 기분에 미래에 대한 전망이 함축돼 있다는 통찰이 담겨 있다. 특정 국가의 기분이 나쁘면 정권이 바뀐다고 한다. 1~2주 전에 코스피지수가 올라가면 여당이 이기고, 떨어지면 야당이 승리할 가능성이 높다.
- 일상이 모여 미래가 된다.
- 앱솔루트리턴펀드 : 매일 1억 건 이상의 트윗으로 시장 분위기를 측정한 뒤 이를 바탕으로 포트폴리오를 조정한다.
- 그런데 왜 못 읽는가?
- 사람들이 주고받는 영향력의 범위가 넓어졌다. 이런 현실에서 인구통계학적 기준으로 사람들을 묶어서 프로파일링하는 전통적 조사방식은 사람들의 다양한 생각과 욕망을 반영하지 못한다. 즉, 몇몇 개인의 취향을 넘어 사회적 선택의 과정을 선명하게 추적할 수 있어야 우리 앞에 놓인 선택지 중에서 어떤 것이 미래에까지 이어질지 알 수 있다.
1-3 누구나 현인이 되는 세상이 온다.
- 기존의 트렌드 분석이 가진 약점에 대해 소셜미디어 분석은 3가지 면에서 매우 의미 있는 대안이 될 수 있다. ‘전체’를 보여준다. ‘진짜’이다. ‘실시간’이다.
- 일상을 통째로 보여준다. 첫째, 소셜미디어는 샘플이 아닌 전체를 보여준다. 둘째, ‘진짜’마음을 보여준다. 셋째, 곧바로 알 수 있다.
- 빅데이터의 분석의 가장 큰 장점은 제품의 개념이 뭔지 ‘사용자 입장’에서 파악할 수 있다는 것이다. 소셜미디어를 분석하면 ‘주관의 객관화’가 가능하다. 그리고 이 지형의 변화를 추적하면 ‘경향’을 알 수 있다.
1-4 문제가 먼저다.
- 무책임한 시스템보다 한 장의 보고서가 낫다. 제품을 팔리게 하기 위한 ‘스토리’가 필요
- 파이선 – 가설 - R분석 – 알고리즘을 대용량 처리장치인 하둡으로 개발
- 빅데이터의 특성 :
3V VOLUME, VELOCITY, VARIETY – VALUE
- 3P+1P = Problem + people + platform = productivity
- 사람이 만들고, 사람을 위하며, 사람을 향한다.
- 1단계 관찰, 2단계 수량화, 3단계 연연적 추론
1-5 질문을 하라
- 사고의 확장을 꾀하라. 겸허해야 답이 보인다. 숨겨진 시장이 보인다.
- 데이터 분석 프로세스 : 크롤링 – 필터링 – NLP – 리포트 * 현상에 숨겨진 이유를 읽다.
3-3 ‘왜’ 구매하는가 – 기능이 아닌 효용을 보다.
3-4 시장의 ‘빈곳’을 알려준다 – 포지셔닝 – 브랜드와 광고모델의 이미지 매칭
3-5 문제해결 메시지를 찾는다. 재품을 광고할 때 우리 제품 좋아요 하는 말은 쓸모없다. 사용자의 욕망을 건드려줘야 한다.
3-6 새로운 시장을 발견한다. 소셜미디어에 올라오는 키워드를 읽다 보면 어떤 흐름이 보이고, 구체적인 ‘단어’가 떠오르는 경우가 있다. 그 단어를 선점하면 기회를 잡을 수 있다.
위치나 장소에 따라 사람의 행동 양태가 달라지기 때문에 데이터가 내놓은 결과를 기계적으로 대입하기만 해서는 안된다.
3-7 반걸음 앞선 제품 개발
3-8 제품이 아니라 시장을 본다. 커피가 술을 이겼다? 광고 한 번 하지 않고, 대신 그들은 커 피에 포리페놀이라는 항산화물질이 들어 있어서 자궁암을 예방한다는 등 커피의 순기능을 알리는 데 주력했다. 캠핑은 아웃도어가 아니다?
3-9 선입견을 버리면 답이 나온다.
지금 사람들이 선택하는 바를 알면 미래를 알 수 있다. 왜냐하면 선택받은 것은 계속 진화할 것이고, 그렇지 못한 것들은 사멸할 것이므로, 과거, 현재, 미래가 분절적인 것이 아니기 때문에, 현재의 선호를 가지고 풀어나가면 미래의 닫혀 있는 문을 열 수 있다. 이것이 트렌드 예측이요, 데이터마이닝의 가치다. * 흐름을 읽어 가능성을 찾다.
4-1 시장을 넘어 사회를 보다, 제품의 범위에서 벗어나 제품 밖에 더 많은 기회가 있음을 깨닫고, 조금씩 시야를 넓혀왔다. 제품에서 소비자로, 그리고 소비자에서 사회로 관심을 확장해왔다.
4-2 정서의 변화를 읽다. 어떤 현상을 깊게 보고자 한다면, 사회 전체의 시각에서 바라봐야 한다. 한 가지 현상이 개별적으로 일어나는 법은 없다. 언제나 그것은 다른 사회현상의 영향을 받고, 또 다른 무엇인가에 영향을 미친다. 이 흐름을 알아야 데이터를 활용할 방법도 제대로 찾을 수 있다.
4-3 소비자가 아니라 사람이다 언제, 무엇을, 어떻게 팔지 소셜미디어를 분석함으로써 알 수 있다.
4-4 소소한 일상에 주목하다. 소셜미디어에서 감지되는 일상에는 ‘내가 있는’공간과 시간에 만족하고, 소소한 즐거움을 찾아가는 긍정의 무드가 흐르고 있다. 사람들이 술 대신 차를 마시고, 유명한 카페가 아니라 조용하고 편안한 카페를 찾는다고 하지 않았는가? 대한민국이 작은 것들을 긍정하기 시작했다. 이러한 감성의 변화에서 어떤 기회를 찾을 수 있을지 생각해야 할 시점이다.
4-5 정서의 지도를 그리다.
4-6 미래는 지금도 합의되고 있다. 빈폴-와인, 키엘-올레길 포지셔닝은 ‘추세’다. * 에필로그 - 코끼리는 잊지 않는다.
브랜딩은 세월이 쌓여 만들어지는 업과 같다. 우리 일상의 경험이 모든 사물에 대한 인식을 만들어낸다. 빅 데이터를 경영에 활용하려면 대중의 관점에서, 사람을 보고, 당신만의 브랜드를 다져나가겠다는 긴 안목을 가져야 한다.

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...Big Data Big Data and Business Strategy Businesses have come a long way in the way that information is being given to management, from comparing quarter sales all the way down to view how customers interact with the business. With so many new technology’s and new systems emerging, it has now become faster and easier to get any type of information, instead of using, for example, your sales processing system that might not get all the information that a manger might need. This is where big data comes into place with how it interacts with businesses. We can begin with how to explain what big data is and how it is used. Big data is a term used to describe the exponential growth and availability of data for both unstructured and structured systems. Back in 2001, Doug Laney (Gartner) gave a definition that ties in more closely on how big data is managed with a business strategy, which is given as velocity, volume, and variety. Velocity which is explained as how dig data is constantly and rapidly changing within time and how fast companies are able to keep up with in a real time manner. Which sometimes is a challenge to most companies. Volume is increasing also at a high level, especially with the amount of unstructured data streaming from social media such as Facebook. Also including the amount of data being collected from customer information. The final one is variety, which is what some companies also struggle with in handling many varieties of structured and unstructured......

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Big Data

...Big Data and its Effects on Society Kayla Seifert MGT-311 November 23, 2015 Big Data is a concept that has existed for a while but only gained proper attention a couple of years ago. One can describe Big Data as extremely large data sets that have grown so big that it becomes almost impossible to manage and analyze with traditional data processing tools. Enterprises can use Big Data by building new applications, improving the effectiveness, lowering the costs of their applications, helping with competitive advantage, and increasing customer loyalty. It can also be used in other industries to enable a better system and better decision-making. Big Data has become a valuable asset to everyone around the world and continues to impact society today. The ideology of Big Data first came up in the days before the age of computers, when unstructured data were the norm and analytics was in its infancy. The first Big Data challenge came in the form of the 1880 U.S. census when the information involving about 50 million people being gathered, classified, and reported. This census contained a lot of facts to deal with, however, limited technology was available to organize and manage it. It took over seven years to manually put the data into tables and report on the data. Thanks to Big Data, the 1890 census could be placed on punch cards that could hold about 80 variables. Instead of seven years, the analysis of the data only took six weeks. Big Data allowed the......

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Big Data

...Big Data/Predictive Analytics First Last Name Name of the Institution Big Data/Predictive Analytics Introduction There has been a controversial debate about the big data and the predictive analytics. With the evolution of technology and innovation, one fact needs to be appreciated that, the concept of the big data and the predictive analytics is here to stay. So it is up to the users to learn to deal with it and manage it to offset any adverse effects that may result. The proponents of the big data argue that the big data is advantageous, and the 21st-century generation benefits more from the big data and predictive analytics than the harm that the big data poses to their lives. The bottom line of the matter, however, is that, big data interferes with human’s privacy, ethics, and any unauthorized third party can access the personal data for evil purposes or their benefits. The definition of the big data takes the “3V” form; High-volume, high-variety and high-velocity information that demand the innovative forms of processing, cost-effective for improved insight and decision making. This technological definition does not encompass the societal aspect and. Therefore, it can be argued to be one-sided definition. To incorporate the societal aspect, the definition needs to be viewed in a broader manner so that the aspect of data analytics can come in. In this regard, the two terms can work together so that a meaning of full terms big data/ data analytics can denote the cloud...

Words: 4196 - Pages: 17