电信科学 ›› 2014, Vol. 30 ›› Issue (7): 143-148.doi: 10.3969/j.issn.1000-0801.2014.07.024

• 运营技术广角 • 上一篇    下一篇

电信行业基于数据驱动的精准营销模式研究

张青1,黄平2   

  1. 1 中国电信股份有限公司广东研究院广州510630；
    2 中国电信股份有限公司广东分公司广州510081
  • 出版日期:2014-07-20 发布日期:2017-08-17

Researcb on Precision Marketing Metbod Based on Data-Driven in Telecom Industry

Qing Zhang1,Ping Huang2   

  1. 1 Guangdong Research Institute of China Telecom Co.， Ltd.， Guangzhou 510630， China；
    2 Guangdong Branch of China Telecom Co.， Ltd.， Guangzhou 510081， China
  • Online:2014-07-20 Published:2017-08-17

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摘要：

移动互联网背景下，随着大数据技术的不断发展，客户的需求越来越个性化，客户体验要求越来越高，包括对客户需求的准确把握以及需求响应的实时性，传统的营销模式已不能满足创新业务的快速发展。描述了大数据背景下电信行业开展由数据驱动的精准营销的流程与方法以及支撑数据驱动精准营销所需的一些关键IT支撑能力。

关键词: 数据驱动, 精准营销, 用户行为分析, 效果评估

Abstract:

In the background of the mobile internet, along with the big data technology development and customer demand individuation, customer experience requirements is increasing, including high real-time and high accuracy of customer needs. The traditional marketing model cannot meet the rapid development of innovative businesses. Data-driven precision marketing processes and methods of big data in telecom industry, as well as some of the critical IT capabilities to support the precision marketing processes were described.

Key words: data-driven, precision marketing, user behavior analysis, effect evaluation

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