Shulou(Shulou.com)06/02 Report--

In the era of big data, the means of merchants were much more sophisticated. For example, if your mouse stays in some places on Taobao for a few more seconds, or when you suddenly slow down somewhere during your daily walk, or even if you press and turn off your phone screen somewhere, it may become the data basis for analyzing your behavior.

In the past, the human brain did not have enough computing power and the efficiency of information transmission was not high, and these data could not be "fully" utilized. But in today's world, the human brain is replaced by computer algorithms, and 4G or even 5G networks make it easy for users to transmit data. Big data will take the stage at the right time.

As mentioned in previous articles on foresight, any form of digital content input, including keyboard, mouse interaction and touch screen, GPS positioning data, and daily household appliances (Internet of things) data, will become the basic data for big data to kill.

With the help of the algorithm, through these basic attribute data, merchants can judge the characteristics of your user group and group (such as spending power), and judge your preference and willingness to spend. Synthesize a series of analysis, draw a "portrait" for you. Thus, businesses can show higher prices to users with high consumption power and strong consumption desire, and earn more benefits.

The way for ordinary people to survive

Now that we know the method of killing big data, then the corresponding

The first method: to ensure the absolute security of the data

Big data kills ripe rely on big data, defense big data killed ripe, the simplest and most extreme way is not to provide any data. In the previous article on foresight Network, the editor mentioned that the Cookies generated by users browsing the web, the user behavior that Google Analytics can access, and the GPS, WiFi and other functions of terminal devices will all become part of the portrait unwittingly.

In addition, there are some mobile phone APP will be installed under the guise of precise push, take the initiative to ask users for data access, and most users on the one hand greedy for convenience, on the other hand do not bother to look at the specific terms, generally agree.

What we need to do about this is to keep your private data (including geographic location, address book, photo album, etc.) from being accessed as much as possible. Turn off all non-essential permissions for location, photo access, address book access, and do not connect to unknown Wi-Fi or even some seemingly official Wi-Fi.

The second method: provide intrusive data

If you want to buy something online, the first thing to do is to tell the platform that you don't really need it that badly. For example, if you want to buy dishes on Taobao, don't wander around under the search directory of "dishes" all the time and browse some other products from time to time, which will blur the platform's judgment of your consumption intention.

In addition, you can also search across platforms, showing a momentum that "you don't have to spend money on you". This is a real case. Douban user "Big Devil barrel Dog" once posted that he found that the price of platform B was lower before a single barrel of oil under platform A, so he placed an order on platform B. Looking back, I found that platform A had sent him a grain and oil coupon.

For big data, the above are two relatively simple and easy means, but in terms of effect, this is only passive defense, but also to pay the price of not being able to enjoy fine personalized service. If consumers are willing to spend more effort, they can not only achieve better results, but also turn defense into attack and take advantage of the platform.

The third way: camouflage yourself

One thing to understand here: the Internet platform values user traffic most, and only users can realize it. Therefore, ordinary consumers can focus on the drainage strategy of the platform, and there are two typical methods:

One is to pretend to be a new user. For new users and lost old users, most platforms will have targeted courtship and recall strategies, make good use of this, you can get a lot of appearance. The most typical example is Onmyoji. As long as users uninstall it for a period of time and come back, they will have a high chance of winning.

The second is to pretend to be price-sensitive people. Take McDonald's as an example, they will use coupons to distinguish between user groups, price-sensitive groups will look for coupons to buy meals, while price-insensitive groups tend not to spend time searching for coupons. Conversely, if you get coupons frequently, there is a good chance that big data platform will recognize you as a price-sensitive person. In order to attract you to continue to spend, the platform may give you more discounts.

As you may see here, many readers have come up with the idea of giving it a try, but before you put it into practice, please consider the following question:

Is it worth it?

First of all, I would like to point out that for most of the ripe killing behavior, users can not solve it by legal means because of their moral criticism. Because big data platform uses different user behaviors to distinguish user groups, and then provides differentiated prices, this is the same as McDonald's distinguishing user groups through the behavior of "getting coupons."

Earlier, this issue was also discussed in the legal field, and the unanimous conclusion was that it could not be managed for the time being.

The Price Law only requires merchants to "clearly mark prices" and does not say that different prices cannot be marked. Although the Consumer Rights Protection Law stipulates that consumers have the "right to know", it is only limited to consumers' right to know about the nature of goods and the content of services, excluding transactions that have been completed between merchants and other consumers. The Anti-monopoly Law forbids "operators with market dominance" to treat consumers differently, and it is difficult to judge "market dominance".

The new Electronic Commerce Law stipulates: "where e-commerce operators provide consumers with search results for goods or services according to their interests and consumption habits, they shall at the same time provide the consumers with options that are not based on their personal characteristics. Respect and equally protect the legitimate rights and interests of consumers."

However, if the platform does not publish the algorithm, you simply cannot prove that the merchants are priced differently "according to consumers' interests, consumption habits and other characteristics." if the scope of the restriction is extended to the entire "big data" system, then it is conceivable that no more businesses will be willing to develop related technologies.

In addition, it should be noted that when consumers spend, there are often some hidden costs such as search costs and choice costs, and the precise push of big data platform can make this part of the cost greatly reduced. Frankly accept that consumers who have been killed are often too expensive to search and accept such value-added services that provide accurate information.

So, is it worth killing big data in exchange for interrupting the development of big data's technology and greatly reducing the convenience of users' consumption?

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