The Optimization of E-Commerce Digital Marketing Management Strategy Under the Background of Big Data

DOI

10.2991/978-94-6463-504-1_15How to use a DOI?

Keywords

Big data; Electronic commerce; Data-driven marketing; Prediction model

Abstract

This paper discusses the optimization of e-commerce digital marketing management strategy under big data, emphasizing the role of data-driven strategy in improving marketing effect and market competitiveness. The process of consumer data collection, processing and analysis is analyzed, the purchase intention is predicted by logistic regression and random forest model, and the feature importance analysis is carried out. The study evaluated marketing effectiveness before and after the implementation of a data-driven strategy, confirming its effectiveness in increasing sales and market response.

Copyright

© 2024 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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TY  - CONF
AU  - Haibei Feng
PY  - 2024
DA  - 2024/08/31
TI  - The Optimization of E-Commerce Digital Marketing Management Strategy Under the Background of Big Data
BT  - Proceedings of the 2024 3rd International Conference on Information Economy, Data Modelling and Cloud Computing (ICIDC 2024)
PB  - Atlantis Press
SP  - 138
EP  - 143
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-504-1_15
DO  - 10.2991/978-94-6463-504-1_15
ID  - Feng2024
ER  -