ACCA P3、P5新知识点 Big Data 的探讨.doc

ACCA P3、P5 新知识点 Big Data 的探讨2016 年， Big data （大数据技术）作为新的知识点纳入 P3,P5 的知识体系这一知识体系上的调整，正确地反映了在互联网信息技术时代， 以云计算技术为支撑的大数据技术在组织发展中的日益重要的背景本文就 Big Data 作一基本的探讨——基本定义 DefinitionBig Data is a term for a collection of data which is so large that it becomes difficult to store and process using traditional databases and data processing applications. 大数据就是一种归集的数据；这些数据涉及的资料量规模巨大，无法通过传统的主流软件工具管理、处理、整理Extremely large collections of data (data sets) that may be analysed to reveal patterns, trends, and associations, especially relating to human behaviour and interactions.'超级强大的数据归集，对此分析以揭示某种模式、趋势和关联；尤其是人类社会行为方面的模式、趋势和关联。

基于如上的释义，可以看出：1） Big Data 应时而生当今社会数据量井喷式的增长是大数据的存在的理由这种井喷式的数据增长，可以分为 有意识的（主动性的）或无意识的（被动性的） 有意识的，可理解为组织自发地主动地制造了大数据Delivery company UPS equips its delivery vehicles with sensors which monitor data on speed, direction, braking performance and other mechanical aspects of the vehicle. UPS 公司自发在其运输车辆上安装传感器以检测车辆的各项参数，以此制造大量数据无意识的，更多指近年来互联网、云计算、移动和物联网的迅猛发展无所不在的移动设备、RFID、无线传感器每分每秒都在产生数据，数以亿计用户的互联网服务时时刻刻在产生巨量的交互滴滴出行目前每分钟要匹配 200 万次需求（2015 年底数据） ，红包2015 除夕夜收发 80.8 亿次，这些基于人际交往，社会行为产生的数据规模上是以往不可想象的 2） Big Data 可用于揭示某种模式、趋势和关联。

组织利用 Big Data 揭示的模式、趋势和关联可以用于组织经营决策或绩效预测，以此帮助组织培养 competitive advantage 或 improve performance. P3，P5 讲 Big Data 纳入，就是基于此种考虑Big Data 揭示的模式、趋势和关联还有更广泛的应用滴滴出行的大数据分析结果可以让人们了解早晚高峰开始时间，拥堵路段，方便的指导人们出行；腾讯的大数据研究让我们意识到红包不仅仅是“钱” ，更是感情3） Big Data 是 Corporate level 的决策和实践创建大数据能力是一项重要的战略工作公司 CEO 需要与他们的高管团队共同思考大数据对整个公司、公司战略以及公司商业模式而言意味着什么要实现大数据的潜力，不仅是硬件采购、系统集成这些方面的考虑，可能还需要公司对某些部门进行重组，重新调整各项激励措施，并且引进新的人才——基本特征Big Data 有四大特征，可以进一步加深对 Big Data 的了解：•Volume – this refers to the significant amount of data that the organisation needs to store and process. Big Data 数据量超级庞大。

上面提到，2015 除夕夜红包收发 80.8 亿个，但当晚支付宝红包收发了 3245 亿次 The volume of big data held by large companies such as Walmart (supermarkets), Apple and EBay is measured in multiple petabytes.•Variety – Big Data can come from numerous sources. Big Data 所归集的信息种类丰富多样 Mobile phone companies will collect different types of information, typically including:Numbers you ring, texts you send (which can be automatically scanned for key words), every location your phone has ever been whilst switched on (to an accuracy of a few metres), your browsing habits. Voice mails. Bank companies will collect information: Every receipt, payment, credit card information (amount, date, retailer, location), location of ATM machines used. •Velocity – data is likely to change on a regular basis and needs to be continually updated. Big Data 的信息时刻在变。

Information must be provided quickly enough to be of use in decision-making and performance management.滴滴出行任何一秒信息匹配上的错误，就会导致服务提供失败，如果乘客已经用其他方式坐上车，此时再将空车司机信息提供给乘客已经毫无意义•Veracity (truthfulness)- it is vital that the organisation gathers data that is accurate. Failure to do so will make analysis meaningless. When gathering customer data, customers may lie to present themselves in the most positive light possible to prospective partners. This will lead to inaccurate matches. If the data held is incorrect or out of date incorrect conclusions are likely.——战略贡献1） •Driving innovation by reducing the time taken to answer key business questions and therefore making decisions. Big Data 在信息分析及预测方面总能快人一步。

In 2009, Google was able to track the spread of influenza across the USA faster than the government’s Center for Disease Control and Prevention. How? They monitored users entering terms like ‘Flu symptoms’, ‘Flu remedies’, High temperature’. This connection was uncovered by web analytics looking at popular search terms then finding a correlation with other information confirming influenza infections. 贵州省大数据产业发展应用研究院为南方电网开发的南方五省电力监测系统可以实时传输的电力监测数据，如果出现电力不稳定、电杆问题等等,系统还可以报警，极大提升电网管理水平；该研究院大数据处理在农业方面也有应用，运用无线网络技术、应用感知技术、控制技术等等,对农作物生长的土壤养分、苗情、病虫、灾情等进行实时监测与展示，有效提升当地农业生产水平。

Tencent 对除夕夜红包大数据的研究，创造性的发现优惠券红包在消费转化方面的突出作用，对各类企业调整 marketing mix strategy 意义重大 2） •Gaining competitive advantage by identifying trends or information that has not been identified by rivals.Target is the second largest discount retailer in the USA. There is an often quoted story about their ability to predict when a customer is pregnant – frequently before the customer has informed her family. By looking at about 25 products it is claimed that they can create a pregnancy predictor. For example, early pregnancy often causes morning sickness so consumers would perhaps change to blander food and less perfumed shower gel. Early identification of pregnancy can allow Target to establish the shopping habits of the mother and perhaps even the preferences of the child. Target 通过数据分析深入了解客户，快速甚至提前预测和响应客户需求，以个性化服务赢得客户。

Taobao or Amazon are other examples.。