E-Commerce Precision Marketing Model Based on Convolutional Neural Network

Abstract

With the rapid development of network and informatization of the consumer market in my country, the application and maturity of technologies such as the Internet, terminal equipment, logistics, and payment and the continuous improvement of people’s consumption concepts, online shopping has gradually become the mainstream purchase method for Chinese consumers, and e-commerce has gradually become one of the important driving forces to promote the sustained and vigorous development of China's economy. Under the traditional marketing model, companies do not fully understand the needs of users. The sales staff's thinking is only how to sell products to users. They do not know the specific consumer needs, so they can only focus on the product. Based on these foundations, this research uses convolutional neural networks and applies this model to precision marketing to obtain accurate portraits of consumers, thereby increasing the company's turnover. After comparing different models and conducting some experiments, it is concluded that (1) through the collection and analysis of W enterprise data, the training and testing conditions of the CNN model, LSTM model, LSTM attention model, and CNN + LSTM attention model are compared. It is concluded that the CNN + LSTM attention model and the LSTM attention model perform better, and the accuracy of testing and training is higher. (2) Through the fitting of the model, it is found that Sn(%) = 70.71, Sp(%) = 86.25, Acc(%) = 81.07, and MCC = 0.752 of the CNN + LSTM attention model are the best fitting models. The men and women stratification and gender stratification of users are predicted, and it is found that men in the W company are the main purchasing power, and in the age stratification, it is found that the population of 41–50 accounts for the highest proportion. (3) The average accuracy rate of the LSTM attention model is as high as 66.6%, the average recall rate is 82.3%, and the F1 score is 73.1%. This model has met expectations for precision marketing forecasts. (4) Using the CNN + LSTM attention model to predict the marketing input for the next year, it is found that the use of precision marketing will increase the profit of W company. The average annual data show that the monthly revenue of precision marketing has increased by 73.5%.