客户保有智能营销研究与实现

Research and Implementation of Customer Retention Intelligent Marketing

通过大数据融合技术实现客户、产品、事件及渠道的融合管理及运营,采用k-means算法构建出客户全生命周期模型,分析客户群体所处的周期阶段,用决策树模型对潜在的离网预警客户进行细分,使用协同过滤算法计算活动间的相似度,通过智能营销系统平台采用对目标客户进行营销活动精准匹配,通过大数据营销平台实现智能化营销,提升存量客户保有的成功率。

In this paper, through the integration of large data technology to achieve customer, product, event and channel integration of management and operation, Using the k-means algorithm the lifccycle model that build the full life cycle model of Customer, analysis customer groups when that stage and cycle, Using the decision tree model segmentation that intended to Potential subdivide customers whom are about to cancel user number, Using collaborative filtering algorithm to calculate the similarity between activities, accurate matching target customers and sales promotion by intelligent marketing system, marketing through intelligent Big Data marketing platform to improve the success rate of the existing customers retention.