{"id":148738,"date":"2016-06-16T11:47:00","date_gmt":"2016-06-16T10:47:00","guid":{"rendered":"https:\/\/www.um.edu.mo\/sem-categoria\/2016\/06\/38491-pt_pt\/"},"modified":"2020-11-26T20:41:04","modified_gmt":"2020-11-26T12:41:04","slug":"38491","status":"publish","type":"post","link":"https:\/\/www.um.edu.mo\/pt-pt\/news-and-press-releases\/campus-news\/detail\/38491\/","title":{"rendered":"Qual \u00e9 o significado de grandes dados?"},"content":{"rendered":"

Source: umagazine<\/a><\/p>

What\nkind of advertisements do you usually see on social networking websites? Have\nyou noticed that you might see many advertisements about sports-related\ninjuries or joint care after hurting your knee, or that an advertisement of a\nrestaurant or a cake shop might pop up on your computer screen just when you\nare planning a birthday celebration for one of your friends? That these\nadvertisements come to you digitally is no coincidence. They are targeted\nspecifically at you based on a precise analysis of your preferences<\/p>\n\n

In\nthe age of web 3.0, it seems that suddenly everyone is talking about the value\ncreated by aggregating big data. But just how important is big data? In this\nissue of umagazine<\/i>, we interview two of our own big data experts: Prof\nLionel Ni, vice rector (academic affairs); and Tang Yuanyan, a chair professor\nin the Department of Computer and Information Science. They each share with us\ntheir insights on the value and power of big data.<\/p>\n\n

All\nRecorded Data Can Create Value<\/b><\/p>\n\n

As\nan online enterprise that captures a huge global market share, Google routinely\ndistributes advertisements to internet users based on their preferences by\ntracking and analysing their online behaviour, including what they have\nsearched for and what videos they have watched on YouTube. Compared to\ntraditional print advertising, this targeted digital advertising can reach\nprospective consumers more effectively. Moreover, the data collected in the process\ncan create enormous value for Google. In the age of big data, the online\nbehaviour of internet users is all recorded and digitised: from the keywords we\ntype into browsers, to the websites we visit; from the photographs we upload to\nsocial media platforms, to the locations in the physical world where we check\nin to record our visits. But how exactly is this data actually used?<\/p>\n\n

The\ndata collected by Google is not only used for seemingly frivolous and innocuous\npurposes, such as analysing a potential consumer\u2019s preferences for clothes,\ncars and restaurants; it also has the potential to influence issues of a much\nmore serious nature, such as a country\u2019s competitiveness and national security.\nIn fact, says Prof Lionel Ni, Google\u2019s data would allow the government of any\nnation to obtain more intelligence than could be gathered by its own\nintelligence agents. This is the reason all advanced countries around the world\nare actively supporting big data research.<\/p>\n\n

Projections\nconcerning the economic conditions of a country, Prof Ni adds, are usually\nbased on economic reports, which are in turn supported by economic data\ncollected by the government, but analysis of trading data stored in the\ndatabases of e-commerce companies like Alibaba can actually detect potential\neconomic problems more quickly. Prof Ni likens such big data analysis to gold\nmining. \u2018Both governments and businesses need to adopt a new mindset to embrace\nthe era of big data which will forever change the way we live, learn, and do\nbusiness,\u2019 he says. \u2018Big data is a treasure trove of information, and if you\nare good, you will strike gold; otherwise you will walk away empty-handed.\u2019<\/p>\n\n

Big\nData Can Serve as the Basis for Decision-making<\/b><\/p>\n\n

\u2018Big\ndata\u2019s impact on the 21st century is far beyond our imagination,\u2019 says Prof Ni.\n\u2018Not only has it transformed our way of thinking, it has also revolutionised\nwhat science and technology can do. Big data\u2019s strategic importance lies in its\nability to assist with business model analysis, thereby providing the basis for\ndecision-making and enhancing a company\u2019s core competencies.\u2019<\/p>\n\n

In\n2008 Prof Ni obtained transportation data generated by taxies in Shanghai.\nLater he obtained similar data about taxies in Shenzhen and Beijing. He then\nstudied this data in an effort to help solve traffic congestion problems in\nthese cities. \u2018Taxies in Shenzhen, Shanghai, and Beijing are equipped with\nvehicle positioning systems, which collect relevant data such as the vehicle\u2019s\nlocations and whether it is occupied by passengers at different times,\u2019 says Prof\nNi. \u2018By studying this data, researchers can work out the times and locations of\ntraffic congestion on any given day. With enough data like this, you can get a\nclear picture of how serious traffic congestion is in different parts of the\ncity, and the government can then improve traffic congestion by re-directing\ntraffic.\u2019 Prof Ni believes that analysing such vehicle travelling data for\ntaxies and tourist buses in Macao might help achieve the same goal, but he admits\nit is not easy to obtain such data in Macao. Prof Ni explains that there is a\ndata disclosure law in the United States, which stipulates that data that does\nnot involve privacy or national security issues can be made public. This means researchers\ncan use the disclosed data for scientific research.\u2018My past research projects\nhave relied on data provided by local governments and businesses in mainland\nChina. By analysing this data I was able to help the governments and businesses\nsolve many problems. If a government can collect more data for study, it would be\nvery valuable indeed,\u2019 he says.<\/p>\n\n

In Need\nof a Leader in Big Data Research<\/b><\/p>\n\n

Prof\nTang Yuanyan is an expert in the field of computational intelligence. He believes\nthat Macao is still in the early trial and error stage in big data research.\n\u2018It will take some time before big data research in Macao can produce concrete\nbenefits for society,\u2019 says Prof Tang. \u2018Macao needs to find a systematic way of\ncollecting data through trial and error, to lay the groundwork for future research.\u2019\nHe suggests that Macao should first establish a small data centre focused on\naddressing one or two practical problems, and then gradually increase the scope\nof its services over a period of two to three years as more data is\naccumulated.<\/p>\n\n

Prof\nTang notes that Macao lags behind mainland China in terms of the research\nenvironment, scope of research, and the degree of importance the local\ngovernment attaches to research, and this is reflected in funding and personnel\ntraining. However, Prof Tang believes that UM and other institutions in Macao\nhave the ability to conduct useful big data research. \u2018UM has done some\nsmall-scale trial projects in recent years, but they may not necessarily produce\nany noticeable effects in Macao,\u2019 he says. \u2018The main problem now is that there\nis no one to play the role of a leader. Actually there is no shortage of big\ndata experts at UM, but experts can only provide technical support. They don\u2019t\nknow which pressing issues are prevalent<\/p>\n\n

in\nMacao, and therefore don\u2019t know where to focus their effort.\u2019<\/p>\n\n

 Prof Tang says the Macao SAR government now\nunderstands the importance of big data research. He hopes this understanding\nwill deepen in the future and lead to a change in the traditional business model\nof local enterprises. As part of an effort to advance big data research in\nMacao, Prof Tang, Prof Ni, and some other UM scholars are currently organising\nlectures and information seminars for local government and businesses. \u2018I think\nonly when the demand side, the researchers, and the government playing the role\nof a leader work together will big data research produce significant results,\u2019 says\nProf Tang. \u2018And I think UM should play an active role in the process.\u2019<\/p>","protected":false},"excerpt":{"rendered":"

Source: umagazineWhat kind of advertisements do you usually see on social networking websites? Have you noticed that you might see many advertisements about sports-related injuries or joint care after hurting your…<\/p>\n","protected":false},"author":1,"featured_media":124622,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[61],"tags":[],"class_list":["post-148738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campus-news"],"acf":[],"yoast_head":"\nQual \u00e9 o significado de grandes dados? | Universidade de Macau<\/title>\n<meta name=\"description\" content=\"Universidade de Macau: Uma universidade abrangente p\u00fablica de n\u00edvel internacional fundada em 1981\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.um.edu.mo\/pt-pt\/news-and-press-releases\/campus-news\/detail\/38491\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qual \u00e9 o significado de grandes dados? 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