Research on Precision Marketing Strategy Based on Big Data Analysis Technology

DOI

10.2991/978-94-6463-980-3_12How to use a DOI?

Keywords

Big data analysis; Precision marketing; RFM model; Clustering algorithm; Marketing

Abstract

With the advent of the big data era, the rapid advancement of information technology has profoundly transformed marketing models. In the context of intense market competition, enterprises increasingly rely on data analytics to gain deep insights into consumer behavior and to optimize the allocation of marketing resources. This paper systematically explores the theoretical framework and logical structure of precision marketing strategies based on big data analytics. First, it clarifies the definition, influencing factors, and decision-making process of consumer behavior, and constructs a behavioral research framework driven by data analysis. Second, by integrating the RFM model with the K-means clustering algorithm, this study analyzes the theoretical pathway of customer value identification and market segmentation. Third, differentiated marketing strategies are proposed across four dimensions: product, price, channel, and promotion. Research shows that big data technology not only provides theoretical support and methodological basis for precision marketing, but also promotes the transformation of marketing decision-making from experience-oriented to data-driven and intelligent decision-making. The theoretical model and strategic framework constructed in this paper provide scientific basis and practical reference for enterprises to maximize customer value and optimize resource allocation.

Copyright

© 2025 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  - Meiling Wu
PY  - 2025
DA  - 2025/12/26
TI  - Research on Precision Marketing Strategy Based on Big Data Analysis Technology
BT  - Proceedings of the 2025 5th International Conference on Business Administration and Data Science (BADS 2025)
PB  - Atlantis Press
SP  - 109
EP  - 120
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-980-3_12
DO  - 10.2991/978-94-6463-980-3_12
ID  - Wu2025
ER  -