Research on Application of Precision Marketing based on Big Data

Abstract

Entering the 21st century, the Internet industry is developing rapidly, and all walks of life are facing huge challenges. How to attract more customers under the huge impact of the Internet is a problem that enterprises urgently need to solve. This article starts with precision marketing and introduces banking products. With the deepening of internet big data technology, the bank has its mobile client and studied how the banking industry uses various means to collect data in the big data environment, establish its user profile, and adjust its marketing strategy. When the bank recommends to users, it must choose an appropriate algorithm to serve its marketing. Collaborative filtering algorithm is the most classic and easyto-operate recommendation algorithm. This article provides an improved collaborative filtering algorithm, which is a method for calculating the similarity of recent interests related to time. Through this improved collaborative filtering algorithm, it can provide a new reference for the precise marketing of banks.

Machine Learning in Investment and Credit Risk Modeling

“…All the FI, including the bank's capability to attain competitive advantages in developing environments, is based on their capability to control and prevent risk intelligently [24]. Advanced technologies help banks and other FI get real data on their own and client's assets, enhancing the algorithm's effectiveness for validating financial risks [25]. RM and prevention in the FI are significantly improved using ML.…”

Development and Utilization of Smart Projected Beam Advertising System for Public Transportation

“…As a precedent, in the past, the Seoul Metropolitan Government has analyzed encrypted data excluding KT and personal information to analyze where people are at 1 a.m. and where they wait for taxis and night buses, in order to expand the night bus routes around places with high demand. In addition, NEI&COMPANY, which operates a cloudbased transportation integrated advertising platform, connects advertisers and transportation advertising agencies through the platform, and also measures the effectiveness of transportation advertisements using transportation big data [11,15,16,17]. In this way, smart advertising not only presented a new platform in Korea, but also brought about a change in the shape of the domestic outdoor advertising market.…”

Technology valuation for intellectual property commercialization

“…The residual value is evaluated assuming that the performance in 2024 will continue. After 2026, it is assumed that there will be no excess return opportunities and profit growth from new investments (Singh, 2019).…”