大数据时代下移动通信行业微营销的研究

Research of Mobile Communication Industry Micro Marketing in the Age of Big Data

目前支撑市场营销的客户群体画像只依赖传统BSS域数据,包括客户的消费习惯、通话习惯、业务受理习惯等。随着人们移动互联网行为习惯的培养,以往的方法难以完整的描述客户群体特征。描述了借助大数据相关技术和思想,引入OSS域数据,包括客户互联网行为数据,完善客户对互联网业务的习惯,较完整地对客户群体进行画像,从而进行更精准的市场微营销。

At present, the portrait of customer groups supporting marketing rely only on traditional BSS domain data, including customer consumption habits, calling habits, business acceptance habits, and as the train people mobile Internet behavior, traditional methods are difficult to describe customer group characteristics completely, so large data correlation technology and ideas must be used, the introduction of OSS domain data Internet behavior, including customer data, improve the customers on the Internet business habits, in order to complete for the portrait of customer groups, enabling more accurate micro marketing.