基于大数据分析的互联网业务用户体验管理  

Management of the User Experience Based on the Big Data Analysis

作　　者：康波[1] 刘胜强[1] 

机构地区：[1]中国电信股份有限公司广东研究院,广州510630

出　　处：《电信科学》2013年第3期32-35,共4页Telecommunications Science

摘　　要：传统的用户体验研究方法以定性研究为主,缺乏大样本的代表性及准确的数据结果,同时用户体验研究对具体的用户详细行为的数据粒度和全方位行为信息数据的要求,在传统的数据分析技术条件下无法满足。大数据技术的发展提供了一种途径,可以在更短的时间内,对更丰富的数据资源进行更快速的整合,更加满足这一要求,并可以在大样本下进行用户体验研究工作,弥补定性分析的短板。大数据本身所蕴含的数据资源也可用于提升用户体验,为用户的个性化管理提供更能全方位刻画用户特征的数据条件。本文就大数据分析在产品、业务、用户3个层面对用户体验的支撑工作进行了研究,并对用户体验数据在互联网业务方面的管理工作进行了探讨。The main traditional analysis methods of user experience research are mostly those of qualitative which made the results of those researches lack of statistical representation. Also, it＇s so difficult to meet the level of data detail to support the UE research, with the traditional data analysis technology. However, the big data analysis technology develops rapidly to supply us with a new method by which we can do user experience data analysis with far more various data and far more fast speed. This improves the shortcomings of the qualitative analysis. Beside the ability to measure the user experiece of special internet service, the big data also contains data solutions to improve the user experience. It also brings about more plentiful data variety, which provides researchers ability to potrait users from far more aspects. How to support user experiece research work with big data skill in product level, operation level and customer level respectively, was analyzed. Then the application of the user experience data in customer flow analysis was discussed.

关 键 词：大数据 用户体验 可用性 好用性 交易瓶颈 数据整合 交叉销售 个性化 流失预警 

分 类 号：TN915[电子电信—通信与信息系统]