User portrait based marketing method and system

A marketing system and user technology, applied in marketing, data processing applications, commerce, etc., can solve problems such as failure to improve order conversion, revenue loss, etc., to maximize revenue, save costs, and improve efficacy.

Inactive Publication Date: 2017-12-22
CTRIP COMP TECH SHANGHAI
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0003] The technical problem to be solved by the present invention is to overcome the disadvantages of the prior art marketing model using popular coupons, which cannot achieve the purpose of improving order conversion, and even cause loss of revenue. The purpose is to provide a user portrait-based Marketing Method and System

Method used

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  • User portrait based marketing method and system
  • User portrait based marketing method and system
  • User portrait based marketing method and system

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0057] Such as figure 1 Shown is a flow chart of the marketing method based on user portraits in this embodiment.

[0058] The marketing method based on user portraits in this embodiment includes:

[0059] S101. Obtain user data;

[0060] S102. Determine whether the user has installed a competing product and whether the user is a lost user or an active user. When it is determined that the user has not installed a competing product and is a lost user, process the user data according to the decision tree algorithm, and establish an order probability prediction for offline users Model;

[0061] Wherein, the user data for establishing the offline user order probability prediction model includes at least one of user historical browsing data, user historical order data, and user portrait data.

[0062] The user profile data includes at least one of user sensitivity information to coupons, user preference information, user consumption ability information, user generosity information...

Embodiment 2

[0071] Such as figure 2 As shown, the marketing method based on user portraits in this embodiment is different from that in Embodiment 1 in that:

[0072] The marketing method based on user portraits in this embodiment includes:

[0073] S201. Obtain user data;

[0074] S202. Determine whether the user has installed a competing product and is a lost user or an active user. When it is determined that the user has installed a competing product and is a lost user, process the user data according to the decision tree algorithm, and establish an offline user order probability prediction model ;

[0075] S203. Predict the user's order probability according to the user order probability prediction model;

[0076] S204. Judging whether the order placing probability of the user is lower than a set threshold, and sending marketing content to the user if the judgment is yes.

[0077] In this embodiment, aiming at the situation that users who install competing products and are lost u...

Embodiment 3

[0079] Such as image 3 As shown, the marketing method based on user portraits in this embodiment is different from that in Embodiment 1 in that:

[0080] The marketing method based on user portraits in this embodiment includes:

[0081] S301. Obtain user data;

[0082] S302. Determine whether the user has installed a competing product and is a lost user or an active user. When it is judged that the user has installed a competing product and is an active user, process the user data according to the XGBoost algorithm, and establish an offline user order probability prediction model;

[0083] Wherein, the user data for establishing the online user order probability prediction model includes the user historical browsing data, the user historical order data, the user portrait data, user real-time browsing data, user real-time order data, user At least one of the historical data of hotel stays, real-time data of users’ hotel stays, real-time data of third parties and competing pr...

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Abstract

The invention discloses a user portrait based marketing method and system. The marketing method comprises the steps of S1, acquiring user data, wherein the user data comprises user portrait data; S2, processing the user data according to a decision tree algorithm or an XGBoost algorithm, and building a user order placing probability prediction model; S3, predicting the order placing probability of a user according to the user order placing probability prediction model; and S4, sending corresponding marketing content to the user according to the order placing probability of the user. According to the invention, an online user order placing probability prediction model and an offline user order placing probability prediction model are respectively built according to the user portrait containing user data so as to predict the order placing probability of the user; and users with the order placing probability being less than a set threshold are regarded as discount coupon target users, so that the target users are found more accurately to redeem the users, and the discount coupon effect is effectively improved, thereby saving the cost, and realizing the maximization of benefits.

Description

technical field [0001] The invention relates to the technical field of marketing, in particular to a marketing method and system based on user portraits. Background technique [0002] The existing marketing model is mainly to stimulate users to consume by issuing coupons to users, thereby increasing the order volume of users. The existing coupon distribution strategy generally adopts the method of distributing coupons widely. However, since this coupon distribution strategy will also send coupons to users who are willing to place orders and consume, it cannot achieve the goal of improving order conversion. purpose, and even result in a loss of profit. Contents of the invention [0003] The technical problem to be solved by the present invention is to overcome the disadvantages of the prior art marketing model using popular coupons, which cannot achieve the purpose of improving order conversion, and even cause loss of revenue. The purpose is to provide a user portrait-base...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06Q10/04
CPCG06Q10/04G06Q30/0201G06Q30/0224
Inventor 高文倩黎娜江文谢文丹陆昀
Owner CTRIP COMP TECH SHANGHAI
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