透過數字化轉型再談數據中臺（四）：數據中臺不是買來的，是幹出來的

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"編者按：《透過數字化轉型再談數據中臺》系列連載 6-8 篇左右，作者結合自己在數據中臺領域多年實踐經驗，總結了數據架構知識、BI 知識，以及分享給大家一些產業互聯網實施經驗。本文是系列文章中的第四篇，主要分享數據中臺組織結構的一些探索。數據中臺不是買來的，是幹出來的。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"作爲一個數據架構師，對一家企業進行數據規劃與建設時，是要思考企業的大數據該如何建設。需要從企業階段現狀、訴求、組織結構、數據基礎、數據應用能力現狀等多方面來思考架構的規劃、落地、執行、落地節奏等。同樣的，面對“數據中臺”的規劃建設，企業不同階段對數據訴求差異性很大，必然導致數據建設、實施策略差異也很大。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/90\/90b40f3ed9e41ce9f61405ed3d74018b.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"企業的成長"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"企業的變革是受到市場競爭、外部變化、顧客訴求等多種條件作爲催化劑，發生的一種自我成長。很多誕生於互聯網的企業在上述條件的催化下，通過縮短產品的生命週期來提升對用戶的黏性以及商業化變現能力，過程中企業必須迅速的成長與壯大，纔會逐漸拿到更大的用戶量與市場份額。傳統企業無論在成長速度、規模化速度比起互聯網企業是較緩慢的，在數字化轉型的今天，很多數字化的能力都是從互聯網企業先發起變革並逐漸滲透傳統的不同各行業。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一般的企業成長階段："}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/46\/468ca09815e8e69da207705c0022a1b3.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"高速擴展型"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/69\/699fa0653b58c8072e719d1503369212.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這種企業互聯網企業、含有互聯網基因的企業，或者是信息化、數字化程度比較高公司（非絕對）。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"數據在業務成長下扮演的角色"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在這個企業的這個過程下數據扮演什麼角色呢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"企業的第一階段，企業的業務是從 0 到 1 的，對標着競品、頭部、靠老闆的直覺快速成長。這個階段的企業是能認清自己的方向，但是不完全知道路該怎麼走。企業會盡量完善地蒐集數據，這些數據上僅對運營起幫助，不指導戰略。"}]}]},{"type":"listitem","attrs":{"listStyle":"none"},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這個過程是讓減少運營的錯誤，但不能用來找方向，只是讓管理層多做“對”的決定；初創企業的內部比較雜亂，資金、人員、技術等都比較薄弱，管理也還沒有真正的形成，但是其業務目標是非常明確的。"}]}]},{"type":"listitem","attrs":{"listStyle":"none"},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這個階段數據團隊除了主動去構建準確反應業務的指標之外， 還需要做好拆解業務接下來一些可能的方向。這個階段很多都是在基建工作，比如埋點的設計、中間層設計，快速部署一些報表體系，還要整理數據的各種日報等，業務上的各種轉化漏斗等。"}]}]},{"type":"listitem","attrs":{"listStyle":"none"},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如在業務原型或內測階段，數據團隊除了構建基本的數據體系外， 還可以主動分析競品或相似 App 挖掘裏面的功能思考點爲什麼這麼做，如何用指標體系來度量。"}]}]},{"type":"listitem","attrs":{"listStyle":"none"},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"該圖左側是 3 月初的版本，灰色部分是關鍵指標以及待拆解指標，右側是 3 月底上線後已經拆解後的關鍵指標。（這個方向的會歸類在從 BI 角度思考業務領域）"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/07\/076251223f3e863fbc268836f42379d5.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"階段二，企業知道路上有些步子是對的，有些步子是錯的，能漸漸地去掉錯誤的，集中精力堅持做正確的事情。公司發展動力是"},{"type":"text","marks":[{"type":"strong"}],"text":"上下互動"},{"type":"text","text":"的，這個階段要總結出大量的“錯”、大量的“對”。此時業務可能出現四處亂抓、投石問路、打法不清晰、看不清楚現狀、增長遇到瓶頸問題。"}]}]},{"type":"listitem","attrs":{"listStyle":"none"},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此時數據精準化，數據之間有了關係，數據擔當的角色由點連爲線以及面；讓管理層 q“我有什麼，我要什麼，我該放棄什麼”，如何知道要堅持一些東西放棄一些東西呢，那是因爲知道某些業務之間有內在聯繫，這些聯繫是需要通過分析與挖掘大量數據來把成果最大化。"}]}]},{"type":"listitem","attrs":{"listStyle":"none"},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"案例之一我在去年分享的一個系列文章《帶你輕鬆遍歷用戶生命價值與流失挽救（上）：流量下的價值套路》， 已經把這個階段做的事情總結了一些。關於用戶的投放、承接、促活這個方向的數據上做的比較體系化、深度分析的一些內容會在以後做分享。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/12\/127a44dd25f127023ea6d1aa364f531f.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"階段三，成熟業務上已經具備護城河，並持續性各種創新，全力保高速增長。這個階段開始除了關注內部數據外，也得重點關注外部與行業等各種數據，爲業務探索距離天花板還有多大的空間，爲公司下一步戰略找到出路 (挖一個小坑，後續會有小文章單獨講)。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"透過一個產業互聯網企業來探查數據中臺的發展"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"考究“數據中臺”的來龍去脈，會發現跟企業自身的階段、業務組織複雜度以及數據組織多樣性、企業業務視角有很大關係的。”數據中臺“這個詞是從消費互聯網企業被提出擴散到各行各業， 這次我用一個面向汽車生活的產業互聯網企業來做案例稍微展開分享一下。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"回顧面向汽車生活的產業互聯網企業的成長曆史："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"公司創業時一直聚焦在汽車的品牌消費、車主服務、生活服務、渠道服務。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二年的業務模式發展到售後維修，連鎖增加到幾千個，服務的客戶量增長近百萬人次。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三年開始公司在車這個領域做的很不錯，於是開始嘗試二手車買賣、新車買賣、移動出行、數據化服務等創新業務。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第四年時公司形成了有七個獨立 BU，其中四個是獨立的 BU、三個創新業務的 BU，簡單的畫圖更加直觀的看出這家企業的業務與內部組織結構的簡單發展"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/ab\/ab44a6fd94a11f80bda0fa5129b2a653.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"業務的高速發展，會掩蓋各種問題。當發展遇到瓶頸時必然需要各種自我調整找到第二增長點："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不停地嘗試新的商業模式，給業務帶來快速試錯與調整，必然就影響到產研、運營的快速適應與變化。一個業務啓動後首當其衝的是運營，需要使用人肉頂上去的方式作戰，隨後產研落地稍微有點滯後性做產品的迭代與上線。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic"}],"text":"業務的快速發展，從之前單一的業務逐步到現在的多業務，並在新的業務上做大量的嘗試與新的變化，獨立業務的 BU 分別成立。這種組織上的橫向擴展必然帶來的問題是：產品線比以往更寬，客戶羣體的增加也促使企業提供形式不同的、內容更豐富的業務與服務模式，這種情況下，IT 建設必然是 BU 與 BU 、子公司與子公司之間各自爲戰。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic"}],"text":"商業模式在不停的快速嘗試，每一個涉及到的系統都需要去做補丁。不停的升級，所帶來的問題就是產品系統一直採用單個應用實現這種方式，Case by Case 的考慮實現， 通過一個規劃的 IT 應用來滿足響應的業務功能。這種 case by case 實現方式是可以簡單粗暴快速實現支撐業務需求，純屬堆積。但是隨着業務複雜度提升、業務變革速度加快，需求實現難度與後期維護成本顯著加大。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"業務場景下的數據建設"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互聯網企業比起傳統企業來，其業務特點是通過互聯網這個渠道跳過很多環節，直接面對最終用戶提供產品化、服務化的場景應用。此類企業在業務複雜度、業務成長 \/ 複雜度、數據增長規模，會在某個階段出現爆發式增長。另外在業務快速發展的階段， 內部業務組織結構基本是"},{"type":"text","marks":[{"type":"strong"}],"text":"業務自治爲主。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/47\/476ba5bca8fcf64a930bf95af1c6c12f.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"經過快速的信息化建設後，企業很容易形成業務數據孤島現象。企業爲了提升運營效率而進行精細化運營，需要對數據孤島整合打通，數據價值通過各種數據產品透傳給用戶。比如，業務的初期，商品、供應鏈、BD 市場，某些運營部門會構建自己的數據分析系統，當跨業務部門進行數據分析應用時，需要跨各類業務系統或數據系統。爲了消除"},{"type":"text","marks":[{"type":"strong"}],"text":"數據孤島，需要一個職能更大數據團隊組織來保證並約束個獨立 BU 的數據相關建設。這裏面必須包含採集規範、設計規範、模型規範、指標規範等，爲了減少重複建設，會利用一些工具化的措施，儘可能地整到一起來做研發與部署運維"},{"type":"text","text":"。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨着企業數據應用能力提升，大數據知識的普及、平臺化、工具化更加完善，大數據在建設、使用上的門檻會更低。企業提供的各類豐富的分析、取數的數據產品，能讓用戶簡單上手的可以使用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當功能更豐富了後，用數據的分析師、運營或產品，他們往往不知道數據的口徑與來源，加工數據的不知道業務含義。不同部門口徑又都不一樣，有的從交易來、有的從賬務來。這裏數據使用與數據加工上就出現了”斷層”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有時在層級與功能部門前邊也可能存在一個斷層，對數據價值的內在衡量是不一樣的。角色不一樣，對於數據價值的的看法也就不同。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一些使用數據的分析師、運營或產品會自己參與到從數據整理、加工、分析階段。當數據平臺變爲自由全開放，使用數據的人也參與到數據的體系建設時，基本會因爲不專業型，導致數據質量問題、重複對數據浪費存儲與資源、口徑多樣化等等原因。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/21\/21f4481c802a926b3b2de246bb341837.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"數據上逐漸凸顯的問題與解決"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因爲企業業務快速發展，在這個階段， 內部"},{"type":"text","marks":[{"type":"strong"}],"text":"業務組織結構基本是業務自治爲主，所成立內部小的業務或技術職能組織優先服務自身業務。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"例如虛擬車企的第三個階段，公司形成了有七個獨立 BU，其中四個是獨立的 BU、三個創新業務的 BU，從集團角度來看目前只有一個大數據架構團隊提供服務集羣等。各業務線又要滿足自己的各種數據上的需求，獨立 BU 或業務線都會紛紛構建自己的數據團隊，來滿足自身需要。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從集團的角度整理來看，企業在後期轉型中，爲了創新、引流，同樣遇到了需要面對很多數據上的問題。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"數據重複建設與複用問題"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"企業完整的用戶資產問題"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"多套日誌採集標準問題"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"各種工具重複建設"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"數據重複建設問題"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"多套標籤體系問題"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"多套用戶 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0 到 1 的合併的案例，基本都是要經歷 1-2 年爲大階段，才能達到一個稍微成熟的階段。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"從底層開始的合併之路"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原有多個業務線都有自己的獨立計算存儲以及數據組織結構，通過三個階段的來做整合與合併。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一個階段，計算能力、數據存儲、調度的遷移與整合。此時的各業務線數據團隊的組織結構還是比較獨立的 (如下圖所示)。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/d0\/d0c5ba0fe4fdb6040f340f8b30f886d8.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二個階段也是週期最長，各種苦活、髒活、累活層出不窮，也是實施過程中最難的部分，數據模型不停的重構。人員、數據內容 (ID Mapping 、主題域合併、公共主題域設計)、工具化、運維工具、開發工具、資產工具的整合，初步的統一對外服務。這個階段的融合是對數據架構能力、數據產品規劃能力、數據模型的統一設計能力都非常有挑戰性 (如下圖所示)。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"歸一：可以從一個更大企業的視角來看這個數據平臺是屬於統一數據採集、統一的模型、統一的各種 id 歸一化等。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"整合：提供了企業級的主題域規劃、數據資產管理、運維管理、開發管理。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在服務層：有統一的各種數據引擎等。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對外上：提供各種靈活的多租戶工具集來做數據加工、運維管理、靈活的數據出口配置。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"小的挑戰："}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如何整合與支撐好大業務線的數據團隊原有的工作內容，工作如何分配。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"業務線數據團隊如何與中臺的數據組織結構進行統一協調管理、分頭協作。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"各種規範化如何落地實施。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如何調整響應速度。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/b5\/b5d148eb897b84a7dfa2bf129e182521.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三個階段，比較成熟的階段，從被動到主動（或許自己把這個成熟階段定義比較高）。數據團隊除了要數據產品功能本身的建設，還得考慮在數據內容與價值的傳遞上如何讓用戶更加方便使用，最最主要的如何能夠快速對業務線做出該有的響應。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/f1\/f18bada28bd73399bfa486e4bd77dbcd.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"數據內容建設、數據工具、數據應用上的合併"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如子公司 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圖。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/9c\/9cea4d89f9f2b743e1c64d5341a07870.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"合併之後可以分爲四層以及兩個閉環："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最下層是不同獨立業務線的數據源，可以統一數據採集的標準化等，配置一致化的數據採集傳輸中線。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二層是傳統意義的數據倉庫範疇，數據的統一整合存儲的地方。比如數據存儲、統一 ID、數據公共主題域、各種標準化的內容（以及其他與數據模型、數據倉庫範疇有關的內容）。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲了配合數據存儲、管理、加工這個體系化過程，企業需要一個開發、治理、管理的工具體系，比如數據管理管理、數據治理、數據地圖、數據開發工具、數據運維工具這個系列。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三層是原有分散在獨立 BU 的一些面向數據價值、分析挖掘使用的工具體系， 被集成到一起後需要從集團的視角來對不同業務 BU 的數據使用做支撐。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如原有報表平臺、自助 sql 查詢平臺是來分別來自於業務 A、B 的，但是整合到這裏後，需要從更多的抽象、公共特性的使用和管理上去做改造。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如原有的畫像從用戶生命週期、範圍都是原有業務 A 的用戶，此時業務 B、業務 C 也有自己的用戶羣體，應該整合到一起。從集團的視角來講，原有的每個 App 都要去拉新，需要花費三份同樣的錢， 此時整合到一起是否可以做內部引流等。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如在流量方向，可以在用戶拉新、承接、促活等業務上，結合用戶生命週期、用戶價值貢獻度，用戶價值變遷，用戶流失等等，對用戶羣體細分與試驗找到增長點。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如在對內容上，可以結合內容類目，動銷分析，從羣體到個體的價值消費進行各種增長分析等。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"推薦、算法研究、精準營銷 push，都是類似的道理，可以在精準營銷上增加很多全局觀的矩陣式數據分析與打法。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最上一層就是面向不同業務線的比較獨立的應用，這塊可以是由在業務線垂直數據團隊來使用下層的很多工具來做快速構建。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/ec\/ec4dec059a039a166c68e5e0f1a83bf6.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"所以，在企業級合併中，需要圍繞着新的數據主題域做設計，建設更好的公共主題域來支撐各種應用，裏面的視頻的統一標籤、統一的用戶 id ，更爲完全用戶畫像都是需要建立的。這裏面在工具方向、開發工具方向、運營工具方向上，報表平臺、指標體系很多都是需要重新建設，方便爲廣泛的羣體用戶所使用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"小結"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"數據本身具備一個天然特性，就是能一次採集廣泛使用，也就是自身就帶着共享與服務的特點，恰恰又踩到了”中臺”詞的複用、服務的特點 。“數據中臺” 的建設，先要滿足數據倉庫的建設職能，其次要建設數據平臺該有的職能，再次是根據企業組織複雜、數據訴求現狀、數據多組織問題來做資源優化與整合，提升數據複用率與數據整合度，最後是需要在內容建設、工具化建設、持續化的業務場景支撐。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"數據中臺的這種組織形式是數據建設分久必合的一種結果，有利於資源整合與複用節省成本。作者也見過一家多年企業的數據中臺有幾百人的規模，但是整體數據的能力卻不好做評價。企業發展過程中所帶來的組織、業務膨脹與複雜化，流程變長從而構建出來的各種壁壘 ，數據團隊內部各種壁壘也蠻有意思，可以抽絲剝繭的去分析與思考。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"相關文章："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651076577&idx=4&sn=f1a94450ce3b7e68f2119844603ddcd4&chksm=bdb9cfb28ace46a4fc4a403d3b1d1dbcfc6d51ff28107cbdd80f7b46b1a2af91ee49a92e2342&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"透過數字化轉型再談數據中臺（一）：關於數字化轉型的幾個見解"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651076577&idx=4&sn=f1a94450ce3b7e68f2119844603ddcd4&chksm=bdb9cfb28ace46a4fc4a403d3b1d1dbcfc6d51ff28107cbdd80f7b46b1a2af91ee49a92e2342&scene=21#wechat_redirect","title":"xxx","type":null},"content":[{"type":"text","text":"透過數字化轉型再談數據中臺（二）：唯一性定理中的數據中臺"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651076577&idx=4&sn=f1a94450ce3b7e68f2119844603ddcd4&chksm=bdb9cfb28ace46a4fc4a403d3b1d1dbcfc6d51ff28107cbdd80f7b46b1a2af91ee49a92e2342&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"透過數字化轉型再談數據中臺（三）：一文遍歷大數據架構變遷史"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"參考文章："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"車品覺 《數據扮演的三種角色》："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/blog.sina.com.cn\/s\/blog_5025e3880100mq5n.html","title":"","type":null},"content":[{"type":"text","text":"http:\/\/blog.sina.com.cn\/s\/blog_5025e3880100mq5n.html"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"作者簡介："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"松子（李博源），BI& 數據產品老兵一枚，漂過幾個大廠。2016 年到現在持續輸出原創內容幾十篇，《中臺翻車紀實》 、《從數據倉庫到大數據，數據平臺這 25 年是怎樣進化的》 、《數據產品三部曲系列》等系列有思考深度的文章。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今日好文推薦"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651081552&idx=1&sn=040ef1b9eb5fe3ea295990133da90403&chksm=bdb9b3038ace3a15d981043e5fded7c19bcb5a6bb5e6aedaca51b6ff68df002ae8366d54714c&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"項目延期半年，我被軟件外包坑慘了！"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651081550&idx=1&sn=288faf9fd606b1debc3fa1787f8af833&chksm=bdb9b31d8ace3a0b7911f0672fb13b5ded22da35ae60bac2deed4b79f5bd24ef982a87abfdec&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"OPPO給離職員工補發年終獎；曝字節跳動本月內取消大小周；上汽董事長稱不用華爲自動駕駛｜Q資訊"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"http:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651081284&idx=1&sn=f37c8bdf157bd535ed47e67f7d7350a6&chksm=bdb9b2178ace3b0167109ed818ea5cfdb0044aac5a634be106ea7cc34e14779536c69c51c1b9&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"程序員終結者還是“白嫖”開源代碼？GitHub火爆新編程工具剛推出就陷入爭議"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}