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