Research On The Application Of Data Science In The Precise Marketing Of Consumer Finance

In recent years,as the human cognition of the objective world level rising,data science concepts represented by big data,data mining,machine learning and so on are very hot.Related techniques have been developed quickly,and scientific research achievement are constantly emerging and successfully applied.So far,in the field of consumer finance,data science application to risk management is maturing day after day,and some technology-leading consumer financial institutions have started to try to apply the data science to marketing,and have achieved certain results.Starting with the concept of data science,this paper first introduces the theoretical basis and application practice of consumer finance in domestic and foreign development,data science and precision marketing.Then,based on the SD microfinance company as the background,in view of the actual problems encountered in the marketing work,the paper comprehensively analyzes the data science in the SD microfinance company.The application cases in precision marketing not only cover the formulation of strategic data planning,set up data management organization structure,set up data management team,build data management platform and data warehouse,enrich data collection mode,improve data preprocessing ability,data modeling,data verification,model training,data visualization and so on.According to the basic steps of scientific application,the results,conclusions and difficulties of three specific research projects in channel screening,product iteration and customer recovery are also summarized.Finally,combined with the latest development of financial science and technology in recent years,this paper puts forward three trends in the application of data science in the field of consumer finance precision marketing.First,the focus of consumer finance precision marketing will change from traffic operation to data operation.Second,the way that consumer financial products interact with customers will be upgraded from terminal to intelligent interaction.Third,the data ecology of consumer finance will go from island state to block revolution.