Oleg Anisimov, Vice President of Tinkoff Credit Systems

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Big Data and business analytics are really trendy topics now, but we don’t feel this trendiness ourselves, since the bank started its work in 2007 initially as a company based on mathematical analysis. In a business like credit cards, success or failure is determined by statistics and the ability to make decisions based on it. Traditional banks initially built their IT infrastructure , and it is more difficult for them to segment clients in this sense. But it is obvious that players will improve their analytical capabilities, otherwise they will simply lose and leave the market.

Social Search
What did we expect?

"Social networks store a huge amount of information occupant resident database about
their users. According to analysts, social search will become one of
the main trends of the coming years. Today, social networks are already willing to enter into agreements
with companies such as Google and Yandex, opening user content for
indexing by search engines. All
parties benefit from such cooperation: social networks receive additional traffic and new users, and
search engines receive a huge amount of information in demand by
search engine users.

It is worth noting that the internal search of most social
systems today leaves much to be desired. Experts predict that in
the near future this issue will also change significantly for
the better. And tomorrow's trend will be social search - the integration of web search and
the capabilities and tools of social networks. The first steps in this direction
can already be seen today in the example of Google."

What really happened

The largest search engines continue to experiment with
social media search and integrate various
social tools into their search results. It is worth recalling the May redesign of the
Bing search results page, Google's success in
integrating Google+ social tools into search results,programsocial
network search (SIS) and Twitter vertical
from Yandex.

At the same time, the most anticipated event in the
social search sphere has not happened: Facebook has not yet presented its own
full-fledged search engine, which was rumored in 2012.
Let's see if it happens next year. In September, Mark Zuckerberg said
that the social network processes about 1 billion search queries daily. For
comparison, Google processes about 3 billion queries per day.

According to the head of Facebook, the social network can theoretically answer questions
that Google simply cannot answer. For example, "what
sushi restaurants do my friends in New York recommend ?" Despite the fact that Google is actively
working on developing its Google+ social network and integrating it with search, Facebook still
has an undeniable advantage in the form of the size of its user base,
audience activity, and accumulated social information. It is possible that in 2013 Facebook will nevertheless take decisive steps in the field of social search, and this could
radically change the balance of power in the market.