Design Of Customer Portrait System For A Bank Credit Card Marketing

With the rapid development of Internet finance,big data technology has been widely applied,which has a profound impact on China's financial ecology and financial structure.The era of big data has spawned a new mode of financial services,which not only has a huge impact on traditional banks,but also provides tools and means for banks to innovate and transform.Customer portrait is based on the application of large data.By understanding customer demand and consumption ability,and customer credit line,looking for the potential target customers of the product,and using the picture information to develop the product for the customer.The bank uses the customer portrait to realize the full insight to the customer,understand the customer's risk preference,the wealth management demand,and then provide customized differential products and product pricing and personalized service,meet the needs of customer differentiation,achieve accurate marketing,and thus expand the bank,s customer base.This article is based on the actual business problem of A bank credit card marketing,exploring the application of customer portrait technology to help realize the accurate marketing of credit card.Under the impetus of the new financial service model,A bank has broken up the marketing of credit card marketing,set up "customer centered" and "customer experience as the core","In order to obtain customers as the goal of the concept,by building a customer portrait label system,promote the provision of differentiated services,enhance customer value,to expand the scale of credit card assets.First,through the in-depth understanding of the background of large data and customer portrait application,master the basic principle and application foundation of customer portrait technology,and further understand the application and practice of customer portrait technology in the banking industry,and analyze the feasibility and realistic meaning of the application of customer portrait technology.Secondly,after familiar with and mastering the customer picture technology,combined with the demand of A bank credit card business,it mainly embodies the sale of credit card and the amount of credit card,and analyzes the purpose and ideas of A bank's application of customer portrait.Then,using the existing customer information data of A bank,by building customer data labels to form a customer label system,according to the customer's label,it can help the marketing staff to find the target customers quickly,and in accordance with the application scene of credit card issuing,through the construction of a marketing model label,the credit card is realized.According to the customer's label,select several key indicators to predict the analysis and judgment for the customers who have not opened the credit card,so as to lock the target customers,so as to achieve accurate marketing.Finally,it is the life cycle management of the customer label system and the promotion proposal of the label,The label system from the label definition analysis to the system design,and then to the system formation,the whole process should be adjusted and managed in real time.For example,at a certain time,the customer label has changed or the label is no longer applicable to customers.Find and make adjustments.The credit card marketing customer portrait system helps to realize the precision marketing,opens a new marketing way for A bank,and provides the reference for the industry to some extent.