Design and Implementation of Precision Marketing System Based on Data Mining Technology

DOI

10.2991/978-94-6463-198-2_71How to use a DOI?

Keywords

data mining; K-means algorithm; Big data technology; precision marketing

Abstract

In view of the low-efficiency marketing problem caused by customer orientation ambiguity in many enterprises’ marketing strategies, this paper studies the calculation of customer value based on the existing customer behavior characteristics data, comprehensive utilization of hadoop data processing software, accurate dynamic portrait of consumers by using K-means clustering algorithm, and construction of user labeling model. At the same time, python web crawler technology is used to obtain the characteristics of potential users. The software is developed with java language and SSM framework. From the perspective of systematic precision marketing, this paper puts forward a rational analysis on the marketing scheme design of enterprises, and helps the marketing decision-makers of enterprises to improve their marketing benefits.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Na Yang
PY  - 2023
DA  - 2023/08/10
TI  - Design and Implementation of Precision Marketing System Based on Data Mining Technology
BT  - Proceedings of the 2nd International Academic Conference on Blockchain, Information Technology and Smart Finance (ICBIS 2023)
PB  - Atlantis Press
SP  - 686
EP  - 693
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-198-2_71
DO  - 10.2991/978-94-6463-198-2_71
ID  - Yang2023
ER  -