Design And Implementation Of An Integrated Marketing Management Platform Of Bank Retail Based On Big Data

In the period of markets saturation,white-hot competitions and products homogenized,"Winning customers equals owning markets" is the common view of banks.Facing tremendous amount of banking customers,customer management cannot be handled manually and information technology support is needed.With the rapid development of big data technologies and applications,the technical tools used to support marketing and services for banks are more abundant.The challenge faced by marketing system is how to increase the comprehensiveness,completeness and precision of customer insight.This article will research how to utilize big data platform based on data integrating,exploring,mining and modeling to build a comprehensive marketing platform focused on customer tags and marking.This will provide a strong support for banking business people.This thesis will use the analysis and design of customer indexes,customer tags,and marketing modeling as breakthrough point to research into how to design and implement a bank retail comprehensive marketing management platform based on big data.First,it will describe the analysis and design of features and traits of retail comprehensive marketing management platform of a certain bank.The system is divided into three components:tag management and marketing management and model management.VIP customer lose warning business scenario is applied for validation.Second,the architecture of the platform is described.SpringMVC.J2EE is used to implement the main features of the platform.Data processing is by Transwarp InceptorHive?Hbase?Slipstrom component(based on Spark)of Transwarp platform.VIP customer lose warning business scenario is used as an example to explain the method of marketing model construct process,design and implementation.Last,test plan is laid down,test cases are designed,and tests are executed on the platform to verify the platform features.This system has already been deployed in a commercial bank with stable operation and very positive customer feedback.It greatly enriched the ways of marketing and increased marketing precision of banks.