信令大数据技术在精准营销中的应用

发布时间：2018-02-13 10:20

本文关键词： 信令大数据精准营销数据挖掘　出处：《北京邮电大学学报(社会科学版)》2016年04期 　论文类型：期刊论文

【摘要】：在大数据时代背景下,以数据挖掘精确识别用户,逐步培养市场营销对大数据应用的习惯,细分用户需求,推送差异化业务,实现精细化营销已成为未来决定企业竞争成败的关键。对信令大数据的概念和特点进行归纳,进而将信令大数据按用户基本属性、电信属性和移动互联网行为属性进行分类,并分析各属性数据在精准营销中的应用,结合实际应用场景总结了基于信令大数据商务的用户标签体系和应用、用户-产品-渠道适配与推荐以及营销追踪循环三大精准营销应用模式,对将信令数据中的用户个人和消费数据进行数据挖掘并归纳分类后,再进行有针对性的营销策略,可以有效地帮助企业降低营销成本,提高效率,在提高客户用户体验的同时也拓宽了自身业务的发展空间。
[Abstract]:Under the background of big data era, we can identify the users accurately by data mining, gradually cultivate the habit of applying the market to big data, subdivide the needs of the users, and push the differentiated business. The realization of fine marketing has become the key to determine the success or failure of enterprise competition in the future. This paper summarizes the concept and characteristics of signaling big data, and then classifies signaling big data according to the basic attributes of users, telecommunications attributes and mobile Internet behavior attributes. The application of attribute data in precision marketing is analyzed, and the user label system and application based on signaling big data business are summarized in combination with practical application scenarios. User-product-channel adaptation and recommendation and marketing tracking cycle three accurate marketing application patterns, the signalling data of the user and consumer data mining and classification, and then targeted marketing strategy, It can effectively help enterprises to reduce marketing costs and improve efficiency. It also broadens the development space of their own business while improving customer experience.
【作者单位】：北京邮电大学经济管理学院;
【基金】：北京市哲学社会科学规划项目(11JG063)
【分类号】：TP311.13;F274

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