Design And Implementation Of Big Data-based Precision Marketing System

With the rapid development of China's economy,and the financial industry is developing vigorously.Competition among banks is becoming increasingly fierce.In order to maintain market share and expand customer field,banks actively seek for innovative breakthroughs.In addition to reflecting on the shortcomings of existing marketing models and the room for improvement,it also draws on advanced science and technology.Therefore,precision marketing based on big data has been widely used in banks.As a new generation of marketing methods,precision marketing is to recommend the right products to the right customers at the right time and through the right channels.The design concept of this system is based on the above-mentioned viewpoints.Actively communicating the real needs with business personnel,technicians,and management personnel in various department in the bank,combining big data analysis methods to design system,and to achieve precise marketing.This system collects and organizes multi-party data to depicts 360-degree panoramic portraits of customers,and uses big data analysis methods to analyze characteristics and behaviors of customers to achieve a "customer-centric,precise and personalized" marketing model.Based on basic customer information,customer behavior information,third-party information,customer recommendation information,etc.,a customer tag system is formed,a global marketing management process is used to form a marketing system,and a customer event reminder is used to form an event reminder system.They guide marketers' daily marketing work and explore and enhance the potential value of customers.The system uses the open source Hadoop cluster.Its distributed file system HDFS with high-throughput data access can make full use of MapReduce,the parallel computing framework of the cluster,as well as components such as the Hive framework of the data warehouse built on Hadoop.The system uses J2 EE as a development platform,pages use JSP and jQuery technologies,and also uses data warehouse technologies.The system has been developed and tested and verified in practice.