Research And Practice Of Precision Marketing Of Bancassurance Based On Bigdata Of S Bank

In recent years,the fast development of the bank agency of insurance business in China,as a new insurance sales channel,bank insurance agency business has been more and more accepted by the public.At the same time,banks have unique advantages in brand recognition,marketing channels,customer resources and information system,by cooperating with insurance companies,it participates in the insurance business and provides customers with a variety of financial services,which can effectively increase the operating income and enhance the loyalty and stickiness of bank customers.However,as the bancassurance product homogeneity serious over the past few years,at the same time regulators to strengthen the related policy and control efforts,bancassurance business development gradually to the bottleneck.Although S Bank has a large number of customer resources and numerous marketing channels,it is still unable to effectively locate the target customer group in terms of customer marketing efficiency,and the marketing success rate is always at a low level.How to accurately and effectively tap potential customers to expand business volume is the primary problem that relevant departments of S Bank need to solve.With the increasing popularity of the application of big data and related technologies,the business model of many banks has gradually developed from product-centric to customer-centric.Data driven productivity has become an irreversible direction of bank development.This paper focuses on the comprehensive analysis of bancassurance of S Bank,according to the business scenarios,aiming at solving practical business problems,this paper plans and designs precision marketing implementation programs,and the big data is applied to production operations,forming strong productivity of the business development.The main contents of research and practice include the following aspects:First,based on the big data technology and multi-dimensional customer data,research on the customer-centric data association and data label system,which lays the data foundation for the construction of customer response rate model and model iteration;Second,combined with the customer label system,using statistical analysis,machine learning algorithm and other technologies to build and evaluate the big data model;Third,submit the target customers predicted by the model to the branch outlets of S Bank and other channels to carry out special bancassurance marketing activities.Through the collection of customer response data,customer marketing activities and other information,continuous training and optimization model,maintain and improve the accuracy of the model.In this paper,big data,machine learning and other technologies are used to reconstruct the marketing mode of S bank insurance business,which solves the bottleneck of current business development to a certain extent.In addition,the research and practice of precision marketing based on big data can provide a certain degree of theoretical basis for relevant researchers in the system research of big data precision marketing.At the same time,it can give some guidance and reference to the banking industry in the practical application level.