Application Research Based On Big Data Precision Marketing

With the advent of the mobile Internet era,cloud computing,Internet of things,intelligent terminals and other new technologies are emerging,the rapid development of mobile Internet not only brought traffic revenue to the telecoms,but also brought new opportunities and challenge.Telecoms are impacted by the Internet company OTT applications,the traditional business income declining.At the same time,due to reducing the requirements of marketing costs and competitive response,need to optimize the marketing methods and operational processes,improve marketing efficiency and integrated marketing capabilities.The big data?electricity business model will help to solve the dilemma faced by telecoms,big data operations gradually having a subversive impact on the user experience and production efficiency.This paper analyzes the current use of Gansu Mobile's precision marketing system,based on the theory of mining big data,combined with the construction of large-scale data systems and a variety of practical application of statistical techniques,to build a detailed analysis of the needs about telecom customers precision marketing system research and application.The core function of precision marketing system is "label management,activity management and contact management".By digging the potential value hidden behind massive data,to form a complete customer characteristic label system,and the coordination ability of each channel contact is integrated,to enhance the overall ability of the customer's value to operate and internal resource management efficiency.First,the paper illustrate that the use of a wealth of large data resources,mining all kinds needs of users,through the correlation analysis,cluster analysis,decision tree and other mathematical models to build 360-degree customer portraits for customers in all province,insight into customer behavior and demand preferences,to carry out customer-oriented precision marketing and maintenance,and actively reserve the service delivery capability for external data.First,the paper illustrate that the use of a wealth of large data resources,mining all kinds needs of users,through the correlation analysis,cluster analysis,decision tree and other mathematical models to build 360-degree customer portraits for customers in all province,insight into customer behavior and demand preferences,to carry out customer-oriented precision marketing and maintenance,and actively reserve the service delivery capability for external data.When marketing planning,through the intelligent marketing analysis,according to the precise customer portraits for effective planning activities to achieve the precision of resource delivery and customer product matching accuracy.Customer-oriented,the use of the entire customer life cycle,to provide customers with personalized contact channels and personalized marketing programs to achieve the integration of precision marketing operations and maintain the standard capacity.WhenMarketing Executing,through the implementation of multi-channel collaborative management and intelligent product recommendation,to avoid excessive marketing,improve the success rate of marketing purposes.Managers to track the progress of the activities,target customer participation,abnormal business behavior of target customers,track abnormal business behavior,timely finding the problems of arbitrage,false customer and other issues,timely finding customized solutions to problems that have occurred,strengthen the control of the operation of operations.When End of marketing investing resources,channel performance,marketing effectiveness evaluation,cumulative experience for the marketing activities,form the closed-loop management of the entire marketing activities,to achieve the purpose of continuous improvement activities.Relying on intelligent marketing capabilities of the marketing and maintenance system,to achieve unified support for multi-channel data and policies,through the contact channel collaborative management,achieving marketing and maintaining multiple channels online and offline to ensure consistency of customer experience.At the same time,to build a guide,standardized,top-down integration of precision marketing and maintenance system to support the provincial and prefecture-level innovative marketing and maintenance needs,help service sink.This paper base on a practical system in terms of telecom customers,"large data,ultra-fine,micro-marketing" for the precise marketing ? Studied and improved the theory of customer precision marketing system construction.In particular,the model of telecom customer precision marketing system based on large data mining is put forward,and the research results of customer precision marketing system construction and data mining application are analyzed comprehensively at home and abroad.,this provides a theoretical support for the development of the actual customer precise marketing model for the telecom industry,which has guiding significance in the marketing management of the telecom's enterprise customers.