Design and Application of Marketing Intelligent Platform Based on Big Data Technology

Abstract

The progress of big data technology has promoted the development of intelligent marketing for education companies. The online course selection system on the official website of the education company can provide users with online course selection and purchase services. The early marketing conversion rate remained below 0.09% throughout the year. After the analysis of the marketing department, it is found that there are some problems on the official website, such as a low marketing conversion rate. To improve the marketing conversion rate of the official website, the marketing department puts forward business needs. The experiential marketing strategy has been formulated, and it is planned to implement experiential course purchase and secondary marketing on the official website. The IT R & D department has established a big data marketing intelligent recommendation system project to meet the business needs put forward by the marketing department. Firstly, use the big data real-time computing technology to collect the user behavior information of users screening courses on the official website. Real time analysis of user behavior information can predict the courses given to users, which is conducive to the purchase of courses. Then, use the big data machine learning technology to integrate the marketing activity opportunity data in each marketing activity opportunity management system and establish a user portrait. For users who have participated in online or offline marketing activities but have not purchased courses, offline predict the courses and classes that can be recommended to users to carry out secondary marketing for them. Finally, the information of recommendable courses and classes predicted in real time and offline is displayed in the display area of the official website, which makes the marketing conversion rate of the official website reach 0.20%, which is 125% higher than that of the original official website.