Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)

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Marketing Strategies Based on Machine Learning Approaches

Authors
Yuanzheng Yin1, *
1Optoelectronic Information Science and Engineering, University of Shanghai for Science and Technology, Shanghai, China
*Corresponding author. Email: 1935031628@st.usst.edu.cn
Corresponding Author
Yuanzheng Yin
Available Online 20 December 2022.
DOI
10.2991/978-94-6463-030-5_42How to use a DOI?
Keywords
Marketing; Machine Learning; Algorithm; Application
Abstract

Marketing is the activity, collection of institutions, and processes for producing, conveying, providing, and exchanging value-added solutions for consumers, consumers, collaborators, and society overall. The development of emerging fields (e.g., the Internet of Things (IoT) and online social media) has dramatically changed the marketing field’s data collection modes and quantity of the data. Traditional measurement tools cannot tap the market value of big data, while machine learning approaches can fully lead the market based on the bigdata analysis. This paper briefly summarizes the usage of machine learning in marketing and demonstrates the procedure for implementation. Some commonly used machine learning algorithms related to marketing are firstly introduced, including random forest, logistic regression, and artificial neural networks. Subsequently, the state-of-art applications of machine learning are discussed including market segmentation, customer behavior prediction, and recommendation systems. Finally, limitations and future guidelines for the current applications are demonstrated. Overall, these results shed light on further development of marketing strategies design in terms of machine learning approaches.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
20 December 2022
ISBN
978-94-6463-030-5
ISSN
2589-4919
DOI
10.2991/978-94-6463-030-5_42How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuanzheng Yin
PY  - 2022
DA  - 2022/12/20
TI  - Marketing Strategies Based on Machine Learning Approaches
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 400
EP  - 409
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_42
DO  - 10.2991/978-94-6463-030-5_42
ID  - Yin2022
ER  -