Research on Precision Marketing Strategy in Big Data Era

DOI

10.2991/icfied-17.2017.29How to use a DOI?

Keywords

Big data, Data analysis, Model building, Precision marketing

Abstract

With the development of e-commerce and the rise of big database analysis, enterprises pay more and more attention to big data marketing. This paper discusses the basic process and content of big data marketing from several aspects, such as data collection, data analysis and model construction, precision marketing application based on big data. Some precision marketing strategies concerning customer segmentation, personalized product recommendation, precision marketing information dissemination, market forecast and brand communication are put forward.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Juxiang Zhang
PY  - 2017/04
DA  - 2017/04
TI  - Research on Precision Marketing Strategy in Big Data Era
BT  - Proceedings of the 2017 2nd International Conference on Financial Innovation and Economic Development (ICFIED 2017)
PB  - Atlantis Press
SP  - 144
EP  - 148
SN  - 2352-5428
UR  - https://doi.org/10.2991/icfied-17.2017.29
DO  - 10.2991/icfied-17.2017.29
ID  - Zhang2017/04
ER  -