Sharing bicycles triggers data reporting. Who is an independent and objective third party?

Sina Technology Li Gen

The competition for shared bicycles has spread across the board. After comparing various indicators such as capital, user experience and operating speed, the brand-level war started after the year, and the most obvious thing is to compete for “the world’s first”.

Who is the real first in the world? The sharing of bicycle red and yellow has brought the third-party data agencies down, and ofo and Moby have cited their respective data reports, claiming that they have taken the lead in this competition.

However, the hidden concerns of third-party data reporting have once again been exposed to the public.

Data report

After the Spring Festival, ofo first quoted a report issued by a third-party data research institute, Bida Consulting, saying that the current market share is 51.2%, ranking first in the industry, and the number of urban coverage is three times that of the second place, and the number of bicycles is the second. 1.6 times the name.

Ofo cites conclusions from third-party data agency reports

In the 2016 China Shared Bicycle Market Research Report released by Bida Consulting, according to the dimensions of urban coverage and number of bicycles, the conclusion that theo market share is the first is comprehensively concluded.

However, ofo's main competitor, Moby, responded immediately through another data report. Mobye quoted data from Trustdata, a third-party data agency, saying that Mobike’s lead in data analysis for shared bicycles is obvious, and that Moby’s lead to ofo is even in the dimensions of MAU (monthly active) and recharge. It has reached several times.

Mobye quotes conclusions from third-party data agency reports

Compared with the vertical industry research report of Bida Consulting, the “China Mobile Internet Development Analysis Report 2016” released by Trustdata is the data analysis of the entire mobile Internet industry App in 2016.

It is worth noting that the research dimensions of the two reports are not the same, but the final conclusions all point to the competitive advantage and the brand first, especially the gap of several times. For the unidentified people, the final concern It's just a conclusion, not a dimension and method.

But who is the real market leader, for the two companies that provide services, in addition to the meaning of public relations, is there any other consideration?

Investor confidence and brand card position

In fact, the data report is cited as the first, and has limited meaning for C-end users. Li Qian, vice president of Qingshan Capital, believes that the use of third-party data reports to “provide” is mainly due to the consideration of brand endorsement, but it is more valuable to B-end service providers. This value can more intuitively affect partners and potential. Partner.

"From the perspective of C-side service providers, the core concern of users is product use and experience. Whether you are the market leader or not, it has limited meaning." Li Qian said.

However, the well-known insider who explained the brand also explained the logic of sharing bicycles. She told Sina Technology: "The use of endorsements by third-party data organizations can increase the confidence of the market, users, investors, etc., such as 'fragrance Together, they can surround the earth...'s data ads can boost the confidence of the market and investors."

On the other hand, in addition to giving investors an incentive, Li Qian believes that the choice of the startup is mainly due to the “brand card position”. She further explained: “It is very direct. I said that I am the market leader and said more, everyone. I really thought I was the first."

Another used car industry practitioner confirmed Li Qian’s statement. At present, used cars are in the warring stage of the Warring States Period. After many rounds of huge financing are completed, the main players are eager to make a big effort, and the market propaganda has undoubtedly become the first battlefield that affects the public.

"The propaganda involving sales volume and market share can't stand up to scrutiny unless everyone has the same strict disclosure method as listed companies, but as a practitioner, this must be done because of the field of used cars online, fame and User impressions come directly from this," said the source.

The practitioner further told Sina Technology that the benefits of citing third-party data organizations are “safe and secure” and that “bystanders are clear” from the user’s point of view, but he also said that although the data is not difficult to openly fraudulent, If you need it, you can combine it with some third-party data organizations in the market to draw your own favorable conclusions from some dimensions--because there is no absolute authoritative data organization in the Chinese market, and there is no core standard dimension. The little girl dressed up."

Tao Jingqi, Senior Director of Market Intelligence at TalkingData, revealed the unspoken rules of the industry more directly. She said: “Why is it different? I personally think that they have spent some time on data interpretation, and there are definitely differences in data dimensions and exports. In fact, the company has some ideas of its own, and it still wants to show a better direction. It must find a more favorable angle to expose this data."

How to "independent and objective third parties"?

However, for many market judges, what are the elements of a third-party data report that can be referenced, including the media? Or how to judge the source? Participants from third-party data organizations also expressed their views to Sina Technology.

The first is the sample. From a statistical point of view, the closer to all the sample data, the more it can tend to reflect the inherent situation.

Aurora, a third-party data organization, explained to Sina Technology that under normal circumstances, there are several ways to report third-party data in the industry: First, the survey data, the general sample size is relatively small, and will be affected by the research method; Data disclosed publicly or privately, including data disclosed by various channels, the authenticity of such data is not verifiable; third is operator data, as operators become more stringent in data management and the popularity of data encryption technology, this piece of data The quality is also not reliable; the fourth is the data of its own monitoring platform.

For the four data sources mentioned above, Aurora considers the fourth to be more feasible and usable. It also indicated that its own data report was issued, mainly through the fourth kind, which is called a push service provider. It can legally obtain mobile data by signing an agreement. Aurora further revealed that it currently has 600 million monthly lives and coverage. 5 billion and mobile terminal data sources.

The number of data sources is also a way for third-party data organizations to self-certify. Another third-party data organization, TalkingData, expressed its similar views to Aurora in terms of data sources and disclosed its own data sources: first, it cooperated with 100,000 applications and 80,000 games. Services from these partners to collect a portion of the data source. In addition, there are some offline data points to collect some data.

In fact, in October last year, China’s two major navigation map manufacturers also broke out the “Who is the first” slogan. At the time, both sides reported data and escalated, and Gaode continued to scream and hoped to pass. The way to "embed third-party code" is one way higher.

Although Gao De Baidu's saliva is finally dead, Tao Jingqi, senior director of the Intelligence Department of TalkingData, believes that the “embedded third-party code” approach is indeed an effective way to solve “who is the best in the world”.

She told Sina Technology: "Every data organization has its own full-flow monitoring data, but if this data is only the data published by the manufacturer itself, the objective fairness will be discounted. However, if you pass the third-party data agency SDK cloth The way the code is, to conduct your full flow monitoring, it must be more objective and fair."

In addition, there are third-party data analysts believe that some closed-line download rankings, community behavior analysis reports, and national size reports are all more valuable data reports.

"For example, the application download and ranking in iOS can be used as a reference dimension. Even if there is a situation in the list, it is well known that the AppStore is risky and costly. There are some reports of user behaviors such as WeChat, such as the brand and frequency of the change. Etc. There is no more sensible sensational data than these communities. Finally, there are reports published by the China Internet Network Information Center (CNNIC), which can be used as an authoritative and credible report for reference applications,” said the analyst.

He also stressed that because of the problems of the entire credit mechanism, China still has many challenges in the third-party data report. "However, the mud and the sand are mixed, and choosing to do the right thing will benefit more in the long run."

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