Using the Mathematical Model on Precision Marketing with Online Transaction Data Computing

Abstract

In this paper, a decision-making system for precision marketing is presented to deal with real-world problems based on real e-business data collected in a company in Beijing. During the data preprocessing, the authors conducted a cleaning course to make sure the data to be analyzed in the latter part of the paper were credential. Based on the processed data, the authors analyzed consumer purchasing behaviors using three classic recommendation algorithms and made a performance comparison of the three algorithms. At the end of this paper, the authors proposed a series of precision marketing strategies which had been adopted by the data source company and had been proved to be effective in improving the performance.