What is big data? There have been a large number of books introduced, in short, through the collection and analysis of the big data of customer’s behaviour, the company can get useful information from it.
In fact, the basic principles and operation methods of big data are not so complicated. On the beginning when computer technology was not yet so advanced, it has already appeared in other ways. For example, in the absence of the concept of big data, street vendor hawkers already knew its essence. If it was a hawker selling umbrellas, they might pay attention to the weather forecast before they could make money when it rained.
The car rental company Hertz operates in hundreds of countries around the world. They receive tens of thousands of customer consultations every day. It does not include many of customer feedback from online sources such as questionnaires, e-mails, and text messages. However, by using the big data, they not only reduce the time needed to process customer responses but they also successfully extract information that was previously unavailable. Tarleton (2010) states that “the content providers are positioning themselves to users, clients, advertisers and policymakers, making strategic claims for what they do and do not do.”
For example, they found out from the data that at Christmas time, many people would fly home from New York, and relatively speaking, the demand for car rental in New York would be reduced so much that they would be able to distribute the car from New York more accurately according to the distribution of past information. Everywhere, improve customer usage. If there is no data to prove, who would dare to move the car from a densely populated New York City to a less populous township?
Overall, in the application of big data, data materials are the most important assets. In the early stage, the company always focus on collecting user’s data instead of focusing on the current profit, until the successful conversion of the data into useful information. After that, it successfully seized the user’s habits and preferences and became the market leader.
Jason's MDIA5003 