The Research Of Precision Advertising Based On The Scene Of Trajectory Mining

With the rapid development of GPS, GSM and Wireless Sensor Technology, people can more easily collect a large amount of real-time position data that records their latitude and longitude coordinates in a certain period of time. It usually implies massive information of space structure and user behavior, which can response the user’s individual preference, interest and behavior patterns. Meanwhile, with the advancement of technology, the mobile devices and network have become more commonplace, and people are more dependent on the mobile intelligent terminal. The netizens’ Internet-enabled devices are gradually transferred from computers to smart mobile devices. It is not enough to analyze the user’s interests just by relying on their browsing history, but more is needed to combine the user’s offline data to explore users’ behavior patterns and excavate the potential needs of the users’.The Location Based Social Networking Service, which is based on the SNS(Social Networking Service), improves people’s interactive modes on the internet platform and shortens the effective distance between people by means of LBS(Location-based Service). Meanwhile it brings people’s online activities more in tune with their lives, in turn serving to improve their lives. The advertisement model has changed in a silent way with the change of audience’s life and online behavior. The mobile network has become the fifth diversified advertising communication media following the newspaper, broadcast, TV and internet. Location Based Social Networking Services promote the precision advertising model into being, which is based on mobile internet. Based on the precision advertising, this subject mainly analyzes the data of users’ location, obtaining users’ behavior information and identifying their behavior patterns.This paper studies from the potential value of the two elements, people and location, of the user’s trajectory. Firstly, it extracts stay points by using the improved algorithm which is added limiting factors such as time, distance, speed etc. for the users’ GPS data. Then through a mass of questionnaires and on-the-spot investigation, the activity mappingtable is established to find the interesting activities for the users in the regions of interest, excavate the relations among the interesting activities, potential behavior and the users. For the users’ registration data, it designs an improved algorithm for maximal matching, and can identify checkins creatively. Since users name these locations by themselves, the location information is matched with the interests in the semantic hierarchy model, then finally, the information model of each user’s registration behavior is established. If the user’s behavior pattern of daily routine is identified, it can help businesses to improve the investigations of potential consumption intention and find more target audience for the advertisement, provide the personalized information for more potential consumers and further improve the precise sales. Based on the above technical researches, the systematic design of the scenario-based precision advertising of trajectory mining is made.