Research On The Theories And Applications Of Precise Marketing For Mobile Data Products Based On Analytical CRM

Based on the theoretical framework of analytical customer relationship Management, this paper focuses on the system frame of the precise marketing methodology for mobile data products and the study of customer value, behavior analysis and marketing of target market. It revises the structure of present customer and product model of mobile data services, and proposes a new precise marketing platform structure based on new service delivery platform (SDP) with SOA structure, and illustrates the applications of the methodology of precise marketing with practical cases. Mobile data products should implement differentiation in marketing strategy based on market segmentation, combined with product innovation. It should establish a competition platform of precise marketing with advanced information technology.Traditional marketing only contains the differentiation of services (or products) types. Its essence is the diversification of services, which means using a variety of services to satisfy the diversified customers' needs. However, this kind of differentiation is very limited, because it could not realize the differentiation of relationships of service targets which is the customer clusters. Therefore, this differentiation lacks pertinence, and could not satisfy customers' requirement of personalization. Precise marketing should provide targeted differential services for different customer groups, based the segmentation of customer clusters. Only in this way, the precise marketing is effective, accurate, and consistent with the requirement of personalization.This paper illustrates the applications of the concept of marketing in target market of personal mobile value-added services. It focuses on the following four aspects:The establishment and application of SDP based on analytical CRM: store, analyze and process the data of customers, and obtain the "business intelligence" after data processing and make appropriate marketing strategies in order to provide services which satisfy some special requirements.Introduce the assessment methods of customer value and behavior analysis into the product precise marketing of mobile data services.And propose a customer segmentation model which combines factors of customer lifetime value, customer behavior property and customer credit. Based on the prediction of every factor, implement clustering algorithm and take the resulted clusters as a clustering algorithm for the first step of the prediction of customer classification. The two algorithms complement each other, and realize effective customer segmentation, and improve the discrimination accuracy of customer classification.Research on the proliferation of mobile data market analysis and the proliferation of market innovative products models. The use of point set topology theory to customers, cluster models map to data space for analysis of the data model, given customer and product clusters, cluster mapping gives the precise guidance of marketing differentiation.The methodology of precise marketing management which is the closed-loop process system of marketing management based on data analysis: the applications of precise marketing can be divided into several steps, which are preparation and analysis of data, planning of marketing activity, preparation of marketing activity, implementation of marketing activity, assess and optimization of marketing activity. Through customer segmentation and product analysis, we can understand customer more sophisticatedly, and take targeted marketing activities, and ultimately improve return on investment of marketing activities.