Precise Marketing Strategy Optimization of E‐Commerce Platform Based on KNN Clustering

Abstract

With the development of computer technology and the arrival of the era of artificial intelligence, the analysis of user demand bias is of great significance to the operation optimization of e-commerce platforms. Combined with CS domain signaling data, IP packet data of PS domain, and customer CRM data provided by operators, this research studies each dimension index of operator user portrait, after that the operator user portrait platform is divided into some individual subunits, and then the corresponding data mining technology is carried out to study the implementation scheme of each subunit. The system can process and mine multidimensional data of operators’ users and form user portraits on the basis of user data aggregation. Finally, based on the operator user portrait platform studied in this paper, the operator user data are analyzed from both the user’s mobile phone use behavior and user consumption behavior. Furthermore, the application value of this research in the precision marketing and personalized service of operators is illustrated.

The Importance of Consumer Insights for Precision Marketing in the Era of Big Data

“…Material life is greatly enriched, many market areas have escaped from the traces of the shortage economy era and entered the consumer-centered buyer's economy era, and consumers have become a more vital force in the competition of marketing. With the changes in the marketing environment, fragmentation has become the keyword of marketing in the 21st century, and both media and consumer fragmentation have led to continuous changes in the consumer market [38]. Consumer surveys based on quantitative research are being tested in the new marketing environment.…”