Design And Implementation Of Game Marketing System Based On Data Mining Technology

With the rapid development of network information age,social network,mobile Internet and e-commerce have greatly expanded the scope and boundaries of the application of the Internet.Big data has a very far-reaching impact on social economy,politics,culture and people's lives.The era of Big Data is not only a challenge but also an opportunity for game companies.At present,in the case of a certain market share of the game,the business promotion brought by the existing means of operation gradually encounters the ceiling,"how to quickly discover user group characteristics","how to accurately locate the target users of marketing activities to reduce the interference to non-target users" and "how to enhance user experience" which become the problems to be solved in the data operation.How to use "big data" to achieve the precise marking of games has emerged in this context,the thesis emerges,aiming at optimizing the allocation of marketing resources,improving the accuracy of finding target users,enhancing user experience,and improving the efficiency of data mining integration into game precision marketing.In addition,this thesis will design the corresponding system to solve the problems of how to discover the target user's features which have been modeled and predicted.The game precision marketing system of this thesis is developed based on J2 EE.The three-tier application,which includes user layer,business logic layer and data layer,is selected as the architecture,and CRISP-DM,SEMMA and other process methods are cited.The information scheme of game marketing system,based on data mining is composed of demand analysis,design,implementation and testing.This thesis will design and implement a set of game precise marketing system including: 1)analysis module,which is used to analyze the relationship between players' behavior attributes and marketing objectives.On the one hand,it will help businesses understand user behavior,on the other hand,it will help data analysts to select attributes;2)attribute selection module,which uses decision tree algorithm to model data,and data analysts can base on the model.The output attribute weights are used to select attributes;3)Modeling and evaluation module,which encapsulates classification algorithm and peripheral data storage system interface,can model and predict data for pre-test and evaluation of business access data mining;4)Customer relationship managementmodule,which realizes automatic scheduling and result statistics function in the upper layer of modeling and evaluation tool,completes data mining.Mining technology landing application;5)Advertising query module,unified management of user classification subsystem predicted users,channel departments to provide users with corresponding advertising query function,optimize the target user delivery process.At present,the game precision marketing system has been basically built and tested,which shows that the system has good stability and reliability and meets the design requirements.