Research And Application Of Mobile Phone Traffic Operation Based On Big Data Mining

At present,Mobile Traffic business has gradually become the main source of income of Telecom Operators,but with the increasing development of applications such as Mobile Internet,Social Networking,E-commerce.Telecom Operators meet new challenges of control ability when operating data flow.China Mobile from 2013 onwards,began to change the traditional way of marketing,To build Big Data Platform and Accurate Marketing Platform,Realization of individual customer insight into the ultra-fine grain size,To carry out real-time marketing with location information and relationship network,driving marketing and service transformation.Based on the construction of China Mobile 's Big Data platform,this paper focuses on the characteristics of customers from the massive data mining,lock the target customers of the traffic flow and carry out accurate marketing,mainly studies the following aspects.Firstly,carry out customer segmentation and feature based on large data mining.build a tag database based on individual customer's communication data,Internet content data and other multi-dimensional data,completed the initial segmentation and clustering of the whole network customer.Secondly,on the basis of the tag library,established mobile phone traffic related analysis project,accomplished RFM customer value analysis,Circle of contacts,Flow matching the package,terminal client preference,such as model,to provide accurate target customers for marketing strategy,meticulous personalized products in response to customer demand,improve the hit rate of marketing,order ratio,conversion rate.Thirdly,is to optimize the precision marketing platform related processes and functions to achieve traffic point marketing strategy unified configuration and implementation,unified management and marketing control of the whole process.The use of Big Data platform complex event processing center,monitoring the user life cycle of critical moments,capture key marketing opportunities,the user perception of the best moment trigger marketing strategy.Fourthly,is to strengthen the channel‘s cooperation in the process of marketing,achieve a unified marketing strategy and unified user contact trigger control,and timely monitoring and evaluation in the marketing scene to carry out development,to ensure the flow of marketing work to achieve the goal.The main results of the paper is in the process of Big Data Platform in the company,I have Formed a series of mobile phone traffic management label for customer,and Completed customer segmentation topics,Accomplished a series of data mining model,Through insight into user needs,guide business design and development,analysis business use,improve business quality and experience,improve business innovation capabilities.Meanwhile,through screening target customers,precise matching products,determine marketing time,accurate matching channels,based on subdivision needs and precise positioning to carry out marketing,improve marketing efficiency.