“Big data enabled price discrimination” is a common phenomenon, but do you really know what big data is? What does it have to do with our lives? What is the underlying logic of “big data enabled price discrimination”? How can ordinary people avoid it?
What is big data? How to understand big data easily
The 5V characteristics of this big data: Volume, Velocity, Variety, Value, which are explained in plain language:
Volume: Especially with the popularity of short videos, a video has at least 100M views. How much data does the video generate every day? Besides, there are pictures, words and other forms.
Velocity: Recording the behavior data of each of us through technical means, of course, is also to tap the business value behind it, and whether the data transmission is faster and faster from 2G to 5G.
Variety: In life and work, digital, picture, audio, video, web and other data, diversification
Value: The so-called value density, which is used by some bad businesses to implement big data deceptive behavior.
Authenticity: With the development of various technologies, our behaviors on the Internet are truly recorded on the back-end servers of the devices we use.
What is the relationship between big data and our lives
Our personal basic information data are recorded in detail in the government departments of various regions. Each behavioral data is recorded on the back-end servers of major applications. It is said that a camera is installed in a certain area to view the real estate, which is used to record customer information through the face.
For example, the behavior data left on the shopping website are recorded in detail. For example, if you want to buy clothes recently, the website will recommend such products crazily. What’s more, the chat data of the social platform has also been leaked. For example, if you tell your family in the social software that you want to buy a mobile phone, you will find that such ads suddenly appear on a platform, which is a phenomenon of personal privacy data leakage.
What is the underlying logic of “Big data enabled price discrimination”
The underlying logic is actually the algorithm of the system. For example, some takeout platforms can constantly track the track of riders through smart phones and the distribution software installed on them. It includes the time when the rider arrives at the store, the length of stay, the length of waiting for the consumer to pick up the meal, the customer’s information, the store’s information, the consumer’s preference and temper, and so on.
Through the analysis and modeling of the collected data, this algorithm plans the route and time for the rider to improve the efficiency of meal delivery. However, the squeezing of riders is also obvious. According to the big data, the time of riders’ arrival is estimated, and the time is compressed as much as possible, forcing riders to use various methods to deliver meals more and more quickly. For example, a normal route is 10 minutes, and a small door shortcut can take only 2 minutes. After the system records the actual time of many orders, it will automatically take 2 minutes as a reference. In other cases, for example, the prices of services or goods that do not use users, mobile phones, or different devices are different, thanks to big data.
Most “price discrimination” refers to the so-called “regular customers” with high value. The algorithm will judge whether you are a high consumption user, active user, VIP user, etc. according to the data, and carry out targeted “price discrimination”.
