Precision Marketing Strategy Based on the ＂User Portrait＂ Model
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DOI: DOI: 10.38007/Proceedings.0001854
Abstract: With the continuous advancement of information technology, marketers can capture the online behavior of consumers, and accordingly obtain a full sample of consumers, real-time updated behavioral big data. Through the calculation of big data, marketers have the ability to build a ＂user portrait＂ database. This paper uses data mining technology to generate consumer attribute tags; through the extraction of 2D static tags and 3D dynamic tags, combined with the self-tags generated by consumers on the network platform, a dynamic model of ＂user portrait＂ is constructed, and the establishment of low the idea of a condensed model of the ＂user portrait＂ of noise . On this basis, it puts forward the marketing strategies of grasping user psychology, accurately pushing marketing information; matching user needs, accurately shaping brand positioning; focusing on user interests and accurately adjusting price strategies.
Keyword: Big Data; User Portrait; Precision Marketing