Big data precision marketing and consumer behavior analysis based on fuzzy clustering and PCA model

• Published in: Journal of intelligent & fuzzy systems 2021-01, Vol.40 (4), p.6529-6539
• Main Author: Liu, Hongping
• Format: Article
• Language: English
• Subjects: Algorithms; Big Data; Clustering; Data mining; Empirical analysis; Marketing; Neural networks
• ISSN: 1064-1246; 1875-8967
• DOI: 10.3233/JIFS-189491

Precision marketing is faced with multiple levels of problems, such as pollution of the data environment and unscientific algorithms, which need to be sorted out urgently. Based on neural network technology, this paper constructs a neural network-based precision marketing model and focuses on data mining to study user churn prediction and user value enhancement, which are the two most important factors affecting marketing revenue. Moreover, this paper conducts an empirical test of the product strategy and market strategy adopted by big data precision marketing. According to the characteristics of the user population and the application scenarios of the product, this paper puts the corresponding precision marketing methods in a targeted manner and analyzes the performance of the model through experimental research. The research results show that precision marketing methods based on big data information platforms need to be more detailed and more comprehensive. At the same time, precision marketing methods need to correspond to the sensitive information characteristics of target users and consider the background and current situation of actual market execution to effectively play it role.