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Web of Proceedings - Francis Academic Press

Accurate Marketing Research Based on Big Data Analysis of Online Education User Behavior

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DOI: 10.25236/ISMEEM.2019.070

Author(s)

Weilin Li

Corresponding Author

Weilin Li

Abstract

In modern marketing, online learning based on big data is used to achieve accurate marketing. At present, with the rapid development of mobile information technology, online learning based on mobile network has become the mainstream. By using metadata and social network analysis, new indicators are created to identify customers most likely to be converted into mobile Internet users. The main indicators are discretionary income, time and social learning. Through the use of historical data, machine learning prediction model is trained and validated, and used to select the experimental group, select online customer behavior data to validate the model. The results show that the model also shows good performance in a longer period of time. 98% of the customers in the experimental group are transformed into final target customers after the end of the activity.

Keywords

Marketing; big data; online behavior learning; social network analysis; metadata