基于卷烟消费大数据标签体系的六大画像系统

Six portrait system based on cigarette consumption big data label system

为解决卷烟消费者数据采集与分析难问题,提出了一种全新的基于时空网格技术的消费人群大数据采集分析方法。通过商圈网格划分和数据标签特征工程,实现企业消费者大数据资源的高效融合,建立卷烟消费大数据标签体系,提高了数据的使用价值和复用性。基于大数据、时空网格、可视化技术构建卷烟市场数字孪生体,设计实现了六大画像系统。以玉林市场为例,实现了5237个商圈画像、19544个终端画像、42个品牌画像、169个产品画像以及12种商圈类别画像、24种卷烟分类画像。基于系统对某卷烟品牌实施精准投放实验,该产品的货源利用率从35%提升至59%。

A new big data collection and analysis method of cigarette consumer groups based on spatio-temporal grid technology is proposed in this paper.Through business district grid division and data label feature engineering,the efficient integration of big data resources of enterprise consumers is realized,and the cigarette consumption big data label system is established,which improves the use value and reusability of data.Based on technologies of big data,spatio-temporal grid and visualization,the digital twin of cigarette market is constructed,and the six portrait system is designed and implemented.Taking Yulin market as an example,5237 business district portraits,19544 terminal portraits,42 brand portraits,169 product portraits,12 business district category portraits and 24 cigarette classification portraits have been realized.Based on the accurate delivery experiment of the Zhenlong(Haiyun middle branch)cigarette based on the system,the utilization rate of the product's supply increased from 35%to 59%,and the annual sales volume exceeded 53500 cartons per cigarette type.The application effect of the system has been highly praised by Guangxi tobacco peers.