大数据分析:优势与缺陷——以凯撒娱乐公司为例  

Advantages and Weaknesses of Big Data Analysis: A Case Study of Caesars Entertainment

作　　者：曾忠禄[1] Zeng Zhonglu(Macao Polytechnic Institute, Macao)

机构地区：[1]澳门理工学院

出　　处：《情报杂志》2019年第3期160-165,共6页Journal of Intelligence

基　　金：国家自然科学基金委员会与澳门科学技术发展基金联合科研资助合作研究项目"社会;环境;遗传因素对博彩行为的影响--公共政策管理视角"(编号:020/2017/AFJ)

摘　　要：[目的/意义]通过总结、分析美国凯撒娱乐公司在大数据收集、分析与运用方面的成功经验,为我国政府和企业的大数据分析和管理决策提供一个"最佳实践"的案例。本研究填补了我国大数据分析研究中缺乏企业"最佳实践"案例的缺陷。[方法/过程]采用案例分析的方法,通过总结凯撒娱乐公司收集信息、分析信息和利用信息过程中采用的方法,使用的软件系统和工具,以及对实际成效的度量,展示了成功的大数据分析与运用的一些具体做法。[结果/结论]大数据分析要取得成功,首先需要有有效的信息收集系统;其次,数据分析的目标要非常清晰,进入分析范围的数据要有选择,分析结果要实际运用于管理决策和日程运作;再其次,对大数据分析的成效要有度量。大数据分析不能代替企业家的远见,大数据在地理覆盖和顾客群覆盖方面的局限性可能限制管理者的视野。[Purpose/Significance] This paper summarizes and analyzes the successful experience of Caesars Entertainment in the collection, analysis and application of big data, thus providing a case of "best practice" in big data analysis and management decision-making for governments and enterprises in China. The paper fills a gap in "best practice" in China's big data analysis and research.[Method/Process] The study used the case study approach to show a successful practice in big data analysis and application by summarizing the methods used by Caesars Entertainment in collecting customer information, analyzing information, and applying the analysis results to decision-making and management, software systems and tools used, and the actual results achieved.[Result/Conclusion] To be successful in big data analysis, an effective information collection system is needed. The goal of data analysis should be very clear, the data entering the scope of analysis must be selective, and the results of the analysis should be applied to management decisions and daily operations. The effectiveness of big data analysis should be measured. Big data analysis cannot substitute entrepreneurial vision The limitations of big data in geographic coverage and customer group coverage may limit managers' horizons.

关 键 词：大数据 最佳实践 凯撒娱乐公司 

分 类 号：G35[文化科学—情报学]