Multi-Channel Campaign Management System For Telecommunication Operators Under Big Data

As the growth rate of telecom operator users is gradually slowing down,the market users of telecom operators tend to be saturated.So the traditional voice service is gradually replaced by data service consumption,and the traditional telecom marketing has been difficult to improve the income of operators by promoting the consumption of users.Moreover,telecom operators who are typical data-intensive enterprises,have a large amount of customer data and communication behavior data.These data contain a lot of important information that is valuable to the development of the enterprise,so operators have the inherent advantage of developing ‘big data' applications.Through data analysis,we can find customer request,analyze customer behavior and evaluate customer value,and then develop marketing strategies to meet the individual needs of customers.At the same time,it can effectively reduce marketing costs through the obtained analytical data for precise marketing.This thesis is based on the background of a large number of operators in the context of massive data.Because of the trade secrets of actual operators,the research object of this paper is referred to as SF company in this thesis.This thesis is based on a large number of customer basic data owned by SF company,as well as a large amount of communication behavior data generated in actual operation.By extracting,summarizing,processing and analyzing these large amounts of business data,a set of data warehouse tables are generated according to different analysis subject domains.In the context of SF Telecom,combined with the company's problems in the actual marketing work,it helped SF company to optimize customer retention and reduce customer loss,and designed and implemented a multi-channel marketing system.By extracting ETL data processing to achieve the integration of lightweight data warehouse,you can get out of the box target marketing data.Then through the marketing activity process configuration management,marketing activity contact channel configuration management,marketing activity audit management,combined with real-time dynamic decision-making function to help SF company marketing department to achieve marketing target customer group screening,marketing target customer segmentation,marketing target customer group sampling,dynamic monitoring of marketing target customer groups,automatic matching of marketing events,etc.,which can achieve accurate and effective marketing activities.