The Design And Realization Of The Event Marketing System In The Telecommunication Industry

With the rapid development of information technology and the intensification ofindustry competition, enterprise data warehouse has been set up in order to cope withcompetition by the telecom operators. Enterprise data warehouse has been used tointegrate and store the whole enterprise within the scope of the all the details andhistorical data. But Facing the large mass data, how to use these "data assets" and howto find the law from the world of competition and changes to optimize the dailyoperation of the enterprise and decision by these enterprises. In simple terms, how toplay the value of the data in the data warehouse is a difficult problem in the enterprise.So the analysis application of service in production and marketing based on datawarehouse has become an inevitable choice. The event marketing is the cutting-edgetopic of the current data warehouse application field.This paper uses the data warehouse technology as the foundation. A completeevent marketing system has been designed and realized through the research to thedomestic certain telecommunication operator on the characteristics. The process ofevent analysis and algorithm is studied and practice through the various statisticalanalysis and data mining technology.Firstly, a communication business information center has been designed based onthe original data model. The information organized and refined data from marketingwith the customers as the center. It solved the original data warehouse just fordecision analysis and to support a production line. And it provided a solid data basefor the implementation of the event marketing. On this basis, I established someuniversal model through the data mining technology. These models included acustomer segmentation model According to the customers’ life cycle theory, a channelpreferences model according to the customers’ preferences and a product matchingmodel according to customer attribute, etc. These general models are necessary inmost marketing activities. Secondly, I analyzed and choose the marketing eventsthrough the various analytical technologies. It Includes found events, determine therules of the event, verify the validity of the event, insight into customers in the eventthe real demand of behind. At last we analysed and determined ten effective marketingevents. Finally, in the above analysis and mining, and on the basis of the design basedon the system to implement the event marketing the standard process has beendesigned. The standard processes include five sections. It is creation, analysis, design, implementation and evaluation. The paper illustrates the detailed design and analysisprocess of every section through a practical case.The telecom operators applied the event marketing system based on datawarehouse to the organization’s operating practice. And a lot of events marketingactivities carried out according to the proposed event marketing process. It is provedthat the system can effectively support enterprise the event marketing activities, and itgreatly improves the success rate of marketing and customer satisfaction. At the sametime it also greatly reduced the marketing cost. It played a significant role in the datawarehouse application value.