Design And Implementation Of Business Precision Marketing In Online Payment Platform

With the rapid development and wide application of information technology, the processof social informatization keeps accelerating and the internet penetration rate of Chinaincreases year by year. In recent years, electronic commerce is gaining tremendous impetus todevelop rapidly, online shopping and online trading have become two more common parts inpeople’s daily life. Gradually online payment goes deep into people’s life and plays a more andmore important role.With the popularity of online payment, many kinds of third party online paymentplatform have been well-known to the public, and the new online payment platforms arearising. Facing the intense competition in the market of online payment, how to cement theposition in the market and expand the market share has become the urgent problem that eachonline payment platform needs to solve. One of its important works is to enhance thestickiness of platform for users and the liveness of business in usage.This article aims to study the design and realization of the precision marketing and comeup with a proposal, using data mining, distributed processing technique Hadoop to analyzemassive data of payment behavior, the result of which would be used to help work out thefinal strategy and solutions based on precise marketing. The research includes that usingassociation rules mining algorithm Apriori to discover businesses with strong correlation, andalso using clustering algorithm K-Means to divide the users into many segment groups. Whileusing precision marketing on target user, we can match user with the most similar usersegment group by features and recommend the preference businesses and the correspondingstrong association businesses of the preference businesses to the target user. The technologyof Hadoop provides powerful support to all data mining algorithms, makes them able tohandle large amounts of data. Online feedback data shows that compared with the methodwhich uses human experience to marketing, the idea raised in this article gets remarkableeffect, which makes people more likely to accept the recommended business.