Research Of Real-time Precise Marketing System Application For Telecommunication Operators Based On Big Data

In the era of information globalization and big data,the traditional marketing theory of operators are no longer able to meet the demands from users.The inherent advantage of big data makes the operators eager to alter the traditional marketing strategies from extensive marketing to precise marketing,through discovering the potential values from swamp of data using big data technology related analyses,and eventually reach the goal of“increase operating efficiency,decrease operating costs”,which overall enhances the competitiveness of the operators.This paper presented the large data of real time precision marketing system application research,which can be used to solve the problem of operators in the real time precision marketing.Based on massive signaling data from users,this technology combines big data related technologies to analyze and search for new users,and then build new users consumption classification model based on consumption data from them,after which a real-time consumer type of new users will be matched and provided to the operators,so that the operators will be able to push related business information real-time to the specific customers based on their consumption types,and eventually reach the goal of precise marketing.Based on related business information from the operators,this paper firstly combines signaling data and data from users' consumption,and then analyzes the system functional requirements.After that,analysis was conducted on various data types based on requirements,to determine preprocessing module,new users searching and analysis module,new users consumption types analysis module and new users consumption types matching module,after which data model using big data analysis algorithm will be built.Lastly,testing on data preprocessing analysis model will be conducted,from which the new users consumption types and new users consumption characteristics were determined.The presented real-time precise marketing system in this paper targeted on new users from campuses,can effectively determine the target population for precise marketing.Theanalysis results proved the commercial value of this system.In addition,this paper proposed an integrated distributed message system Kafka,distributed stream processing framework Spark Streaming and distributed file system HDFS large data preprocessing framework,the framework can be applied to other large data processing system in the preprocessing module,also provided reference for other integration methods between big data.