Research On Precision Marketing Of Home Broadband Service Based On Big Data Analysis

The precision marketing of home broadband service includes five elements:location,time,user,channel and strategy.In the past,the precision marketing of home broadband business by operators has been limited to combing the three elements of users,channels and strategies,and the marketing effect is limited.With the increasingly fierce competition of the home broadband business,how can through the five elements of large data analysis technology as a whole to get more users is an urgent need to solve the problem.This paper proposes a plan to promote precision marketing of home broadband service based on user positioning(describe location and time factors)+user demand(describe user portrait)+marketing strategy(determine channels and strategies).Use the big data analysis technology,on the one hand,by comparing the positioning accuracy and feasibility of the four methods of location,GPS location,MR fingerprint location and WIFI location,a new method,MR fingerprint algorithm,is determined to realize the location of the user's permanent residence.According to the implementation and effect verification,the positioning accuracy is about 30%higher than before.On the other hand,target users are mined by optimizing the design idea of big data model required by users.The main user group to improve the performance of home broadband is the conversion users of different networks.To mine such users as the goal,the decision-making tree algorithm is first used to identify broadband users,and then the logistic regression algorithm is used to identify the user's family relations.The final effect verification and recognition rate can be as high as 84%.Finally,based on user positioning and demand,and through user portrait analysis,the implementation of targeted purchase and gift marketing strategies has achieved a 25%increase in the success rate of home broadband business.The improvement of the above schemes not only improves the performance of operators,but also improves the user experience and plays a role in increasing user stickiness.