Research On Precision Marketing Strategy Of Commercial Bank Credit Card Stage Telephone Based On Big Data

In recent years,with the rapid development of Internet information technology,commercial banks have accumulated a large amount of business data.Commercial banks urgently need to make full use of the power of big data to gain competitive advantage.Starting with the case of bank credit card installment telephone marketing,this paper studies how to use machine learning method to predict the result of target customers' telephone marketing,establishes customer classification model,and puts forward relevant suggestions on bank precise marketing strategy.This paper introduces the background,current research situation,research methods and ideas of the research problem,elaborates the theory of precision marketing,data mining and typical algorithms,including logical regression,support vector machine,neural network,decision tree algorithm,etc.,and further leads to the integrated learning theory and the typical algorithm XG.Boost and LightGBM.This paper takes ZJ sub-branch as an example to carry out empirical research,and analyses the current situation and problems of telephone marketing of credit card installment products.In order to achieve the goal of accurate marketing,LightGBM,XGboost and random forest data mining integration algorithms based on decision tree algorithm are applied comprehensively to establish installment telephone marketers.Household data model.The first step is to prepare and select the characteristics of the target customer data set.On the basis of the data set,LightGBM XGboost,random forest algorithm and combination algorithm are used to build the model.By comparing AUC values,ROC curves,LIFT lifting curves,computational efficiency and other dimensions,the final selection accuracy is LightGBM single model algorithm.It is found that the model can save 30% to 50% of the resources and manpower compared with the traditional marketing model,or increase 10% to 20% of the marketing success rate with the same manpower input.In the field of credit card product telemarketing,banks can effectively accurately understand customer needs and achieve precise marketing through big data technology.By interpreting and analyzing the modeling results,they can discover customer knowledge and rules hidden in data,and further optimize market operation,to effectively promote business development.