Research Article
Research on Precision Marketing Strategy Based on Clustering Algorithm
@INPROCEEDINGS{10.4108/eai.6-1-2023.2330341, author={Zhengmin Fu}, title={Research on Precision Marketing Strategy Based on Clustering Algorithm}, proceedings={Proceedings of the 2nd International Conference on Big Data Economy and Digital Management, BDEDM 2023, January 6-8, 2023, Changsha, China}, publisher={EAI}, proceedings_a={BDEDM}, year={2023}, month={6}, keywords={clustering algorithm rfm model total customer value precision marketing}, doi={10.4108/eai.6-1-2023.2330341} }- Zhengmin Fu
Year: 2023
Research on Precision Marketing Strategy Based on Clustering Algorithm
BDEDM
EAI
DOI: 10.4108/eai.6-1-2023.2330341
Abstract
With the development of personalized services, the use of big data technology to guide precision marketing has become a trend in the future development of e-commerce. However, data mining algorithms such as clustering algorithms to parse precision marketing patterns have not been widely studied. In this paper, a python crawler and a relevant public dataset were used to collect 25,000 data from a shoe store in Taobao, and the data composition came from two aspects: user attribute data and transaction data. The data were pre-processed using SPSS software, and the RFM model was established and standardized, then the relevant value weight coefficients were derived using Matlab software, and the data were analyzed by clustering algorithm using SPSS, and the total customer value was used to verify the clustering results. Combining the results of text analysis and clustering algorithm analysis, we finally propose a precise marketing strategy.