Chapter 819 People Are Selfish

The next day, Zhou Buqi talked about the data platform at the morning meeting, and specially called Wang Xiaozhou over.

When Weidian gives the search results, it will rank according to the weight of the website.

And this weight is based on the amount of traffic that is very important.

Micropoint also has its own real-time data monitoring system to analyze the search behavior of users and carry out relevant statistics on the traffic of each website to facilitate traffic distribution.

For Ziweixing, the best solution is, of course, to promote Micropoint's data statistics system to the whole country, so that all websites use Micropoint's data platform.

In this way, Micropoint can control the first-hand data status of all websites in the country.

Wang Xiaozhou is obviously familiar with this direction, "Weidian is more about analyzing user traffic, which is not the same as professional third-party statistics. This field... can be roughly divided into four directions. The most important Of course, it is the full traffic data monitoring system of the website. In addition, there is also industry data monitoring to analyze the dynamic development of the industry. Then there is the advertising industry monitoring and advertising effect monitoring. Other subdivisions are not widely used. "

Zhou Buqi was a little embarrassed and couldn't help asking: "Advertising industry monitoring? What do you mean?"

Wang Xiaozhou explained: "It is to monitor the latest Internet advertising trends. For example, in the past two quarters, car advertising has entered the Internet in a big way and has become the largest field of online advertising. If we can monitor it in the first place, we can send out The marketing department took the initiative and went to talk to the car manufacturer."

Zhou Buqi praised, "Well, as I said, technology leads the times."

Wang Xiaozhou said with a smile: "We can also monitor the effect of advertisements. If we can monitor the conversion rate of advertisements in Qzone, we can conduct private operations. Find the corresponding advertisers and tell them that the advertisements in Qzone are not effective. , you can come to Friends.com. This can play the role of knowing yourself and the enemy, and winning every battle.”

Zhou Buqi nodded, "So, the functions of our family's statistics system are relatively simple."

Xu Liangjie added from the side: "It's not that we are single, this is enough. If you want to monitor data in real time, you have to join the other party's platform. It is equivalent to handing over your own website data to a third-party platform. This is a bit like a referee , we are athletes. Even if we built such a platform, no one would join.”

Definitely.

If Ziweixing has such a data statistics platform, other websites will join in one after another, which is equivalent to handing over one's life.

Wang Xiaochuan said: "In fact, in recent years, people in the industry have been calling for the establishment of a unified data system and data standards, but there has been no progress. The main reason is that many Internet companies are unwilling to disclose their website data."

Zhou Buqi pondered: "Occasionally, one or two of them are made public, and it must be a disadvantage. If everyone makes it public, it will be beneficial to the entire industry to gather the data for some comprehensive analysis and make some industry trend judgments."

Wang Xiaozhou seems to know this field better than Xu Liangjie and Shen Xiangyang. He nodded and said, "In the past two years, there were some technical constraints, but now it is much better. It is not a big problem to achieve the monitoring and reliable unification of massive data. Trouble It still appears on the giants, mainly BAT."

He Yang deeply believed, "This is for sure. Creating information isolation can make others invisible, and can block the room for others to rise. If you are not smart enough, then make others stupid. Information blocking is the most important thing. Good means. If both sides stand on the same transparent platform, authority will collapse.”

BAT, including Ziweixing, such a powerful Internet company, each has some unique secret recipes.

Once the secret recipe is made public, more people will follow suit.

Its own dominance may be shaken.

Your own data, your own use.

Cannot be made public.

As for the data of other companies... It doesn't matter if it's at the level of BAT.

Zhou Buqi frowned, and said slowly: "Inconsistent data sources, inconsistent statistical methods and standards will cause troubles for all parties in the Internet industry chain. There is an authoritative third-party data service provider that launched an Internet-wide A full data integration application platform for the industry is a good thing."

Wang Xiaozhou was very firm and said, "It's a good thing, but it can't be done."

Zhang Yiming narrowed his eyes, and said lightly: "Youyou.com's webpage and advertisement click effect data, network operation effect and website marketing effect data... these cannot be made public. There are at least dozens of domestic SNS websites, and these data are made public. It’s almost like giving a big gift, it’s like teaching them how to be a social networking site for free.”

Xu Liangjie smiled, "It's right for a website like Friends.com not to make it public. In many cases, man-made data is in the interests of the website. If it is controlled by a third party, we will lose the dominance."

Zhou Buqi asked, "What do you mean?"

Xu Liangjie said calmly: "Advertisements on Youyou.com... are mainly information flow advertisements, which are pay-per-click. Under normal circumstances, we can count and settle normally. In some special cases, we need to do some data processing. Revise."

Zhou Buqi's face darkened.

If you increase the number of clicks on your ad, you can get more advertising fees. This can be regarded as the routine operation of many websites. However, this can not only make profits for the website, but also become a tool for executives to impact KPI indicators.

Assume that the KPI target set by Zhou Buqi for Zhang Yiming is to increase advertising revenue by 20% this quarter. If the standard is not met, the bonus is gone and the promotion is hopeless.

At this time, Zhang Yiming can secretly engage in insider operations, modify the advertising data, and forcibly push up the advertising revenue to an increase of 20%.

This is destroying the corporate system for self-interest.

For example, the Baidu e-commerce platform in the previous life had a sales KPI set for executives, requiring a certain percentage of growth. In order to encourage merchants to sell more goods, the platform will give subsidies to merchants. Through subsidies, to promote sales growth.

Then, some merchants discovered that they could play tricky operations, sell them to themselves, and cheat for subsidies!

Just casually, hundreds of thousands were cheated.

Later, a careful employee found out, and asked for the fraudulent money back, and punished the merchant very severely.

Later, when the executive found out, he was furious!

The troublesome employee was fired that day.

Why?

Because people are selfish, executives only want to hit KPIs and get their own option rewards and bonuses. As for whether the merchants are cheating or not...it doesn't matter. Ignoring the tricks of the merchants, it is the company's money that is lost. After the merchants were dealt with, the false orders disappeared, and the executives failed to meet the performance indicators, and it was their own money that was cheated.

Of course, Zhang Yiming would never play such an operation. He is one of the founders of Ziwei Star and the second largest individual shareholder. The success of the enterprise is far more important than the achievement of personal performance indicators.

But what about when Zhang Yiming resigns from his position as the president of Youyou.com?

Not necessarily the next president.

Zhou Buqi felt that the nature of this matter was very serious!

It must be addressed institutionally.

Any tricky operation of employees is ultimately a defect in the system. Under a good system, there are good people, because no one has a chance to attack; under a chaotic system, there are bad people, because no one can curb the greed of human nature.

This time I found a loophole in the system, and I had to make it up quickly so that no one would make mistakes in the future.

Sure enough, Zhang Yiming was reliable.

He gave his own explanation for the operation of modifying the data, "The advertising conversion rate fluctuates. We need to control it on a moving average, which is more conducive to our control over advertisers. If the advertising conversion rate is too high for a certain period of time, If it is higher, we can modify the data, increase the number of advertisement clicks, and lower the conversion rate. That is to say, we will charge an extra advertising fee, and at the same time, we can avoid the greed of merchants.”

Zhou Buqi agreed, "As it is written in history books, the emperor cannot drink the best tea, otherwise his standards will be high. Once the good tea is gone, there will be trouble. The best way is to give the emperor the best tea. He drinks a sufficient amount of medium tea and can maintain a standard for decades."

Everyone in the conference room laughed.

This boss Zhou always likes to tell historical stories. Taking history as a mirror is also one of his management characteristics.

Zhang Yiming smiled and said: "You can't give good tea, and you can't give low-quality tea. Even if the tea harvest is not harvested in a year, you can't give the emperor bad tea. You must give the emperor the middle-grade tea that was saved in previous years. The same is true for advertisements. If the conversion rate is too low, it is necessary to modify the data appropriately, reduce clicks and increase the conversion rate, so that advertisers can feel more balanced. Otherwise, they will spend a lot of money but fail to achieve the expected advertising effect, and they will not invest money in advertising, and will lose one client."

"That's the truth."

Zhou Buqi secretly sighed.

The previous life level is not enough, I don't understand many things, I have doubts about many social data, I think it's too fake. Now that Ziweixing has become a big entrepreneur, it is only then that I can personally understand the significance of modifying data to maintain stability.

As with countries, so with companies.

As far as the big Internet industry is concerned, it is of course a good thing that Friends.com's data is open and transparent, allowing other colleagues to analyze and learn from it. But for Friends.com, of course, it is best to keep it secret, and the amount of data is up to you.

The more confidential it is, the safer the friend network will be, and the less competitors there will be.

Zhou Buqi is not a saint.

He hopes that the Internet environment will get better and better, but the premise is that friends can live well online. If Friends.com dies, he will be kicked out of the game, and whether the environment is good or not has nothing to do with him.

"From this point of view, we really can't easily join this third-party data statistics platform." At this moment, Zhou Buqi's selfishness overcame public interest, and he admitted that he was a layman.

Wang Xiaochuan said with a smile: "No giant company will join. Ali, Penguin, and Baidu all play by themselves. Ziweixing is similar. Youyou.com, Xiaonei.com, Weidian, these internal data are all our own stable The key factor. Sohu is so enthusiastic because the portal market has reached its peak, and he can no longer control data to promote business growth.”

Xu Liangjie said: "This third-party platform is destined to be a big gathering of second- and third-rate Internet companies and some fledgling small companies. Only the weak have to report to the group to keep warm. The strong are all lonely walkers."

Zhou Buqi was amused, "You are a philosopher!"