Study on the Application of Genetic Algorithm Based BP Neural Network Model in Field of Cross Selling

Abstract

At the age of big data, identification of the opportunity of cross selling is an important topic in the field of marketing. This paper constructs recognition model for cross selling opportunities based on the heuristic optimization algorithm, which matched customer characteristics (input) and behavior mode (output) by genetic algorithm (GA) optimized-BP neural network model, and judged key influence factors by the mean impact value, and then identified target customers for cross selling. And the application case of this model in recognition of cross selling object in financial qualification tests is shown, which show that the GA-BP neural network model has strong recognition ability and maneuver ability.