The Big Data Analysis And Research Based On The Banking Precision Marketing

In recent years,a great progress has been made in the informationization development in China,various industries in the field of comprehensive informationization level is raised.With cloud computing,Internet of things such as the rapid development of information technology,data has penetrated to every industry,and presents a number of large,strong dynamic,complex type and other significant features,mankind has entered the era of big data.Huge amounts of data exchange,integration and analysis provides a new method to solve the problem for people,and create a new business model,to create new value.As the most important credit agencies,the development of the banking industry is facing a complex economic environment,including interest rate marketization degree deepening,macro economic growth is slowing,regulation,trade cross-combination competition intensifies,the opportunity and challenge of the financial aspects of the rapid development of Internet.In this paper,from two angles of theory and practice,through to the big data technology and the characteristics of large data to the marketing opportunity brought by theoretical research,and with the help of the bank's big data,using data mining technology,analyze customer behavior characteristics and consumption habits,by adopting the decision tree algorithm to predict the financial needs of customers,for the banking industry to provide powerful basis transformation of precision marketing,the marketing products,marketing,marketing channels,marketing concept,etc,enhance core competitiveness.The concrete content includes:(1)This paper discusses the related concepts of big data precision marketing and the general process of data mining.Analyzes the banking data to the characteristics of customer relationship management in marketing,and set up based on B/S mode of the necessity of customer relationship management(CRM)system.(2)In customer relationship management(CRM)systems,there is a rich and complex customer data and marketing data,through the analysis of the connection between the data,establishes a E-R model,and on this basis,the design of the data warehouse model.(3)To solve the problem of the access to the customer,considering the data mining technology in the application of customer segmentation and customer profitability.Through the comparison and analysis of various data mining algorithm,considering the B/S pattern characteristic,the classification accuracy and time complexity of the algorithm,the selection problem of customer acquisition decision tree ID3 algorithm analysis and mining.(4)On the basis of existing research,with the data of decision tree ID3 algorithm in the core part design and software design.(5)Through the study and research,on the basis of reference for actual project development experience,try to business logic and data mining in customer relationship management system of function smooth integration,development and design a model of customer relationship management prototype system.And the decision tree algorithm is analyzed through experiments in the customer access to the role of customer classification and prediction problems.(5)Using the Analysis Services development environment of multidimensional model in Microsoft SQL Server 2012 tool,software module design has realized the decision tree algorithm,and through the banking system to store the actual data mining,decision tree is analyzed in the customer classification prediction effect of the new customer acquisition,the marketing for based on big data and optimize the allocation of resources of customer management and decision provides valuable scientific basis.In this paper,we study the promotion and application of data mining technology in the banking industry has a certain meaning,the function of data mining in the application of customer relationship management,for managers to precise marketing and market allocation of resources to improve decision making has a certain reference value.