Abstract
Abstract Internet marketing requires a personalized marketing strategy. In this study, the application of data mining in personalized Internet marketing was studied. Based on the mining algorithm, a personalized marketing method was designed. Through the calculation of frequent closed item sets and support counts of positive and negative samples, the interval with a high success rate for marketing was obtained. With performance analysis, it was found that the success rate of the marketing method proposed in this study improved 8% compared with the traditional marketing method and had a better performance under the smaller interval number and smaller minimum success number. After applying the designed method in telecommunication enterprise A, it was found that after adopting the marketing method of this study, the marketing success rate of enterprise A increased from 2.72 to 6.31%, which indicated the effectiveness of the method. The research results of this study verify the role of data mining algorithms in Internet marketing, which is conducive to the further application of mining algorithms in personalized marketing and innovation of business modes.
Highlights
With the development of information technology, the e-commerce model has occupied an increasingly important position in daily consumption and has become the main consumption method of many consumers [1]
Personalized Internet marketing refers to the marketing strategy of e-commerce company that is accurate to the individual through the mining of different consumer demand, consumption characteristics, and other data
It was found that after implementing the personalized marketing strategy based on the mining algorithm, the number of users who bought the packages of enterprise A increased significantly, and the marketing success rate increased significantly, from 2.72 to 6.31%, which suggested the reliability of the method
Summary
With the development of information technology, the e-commerce model has occupied an increasingly important position in daily consumption and has become the main consumption method of many consumers [1]. Under this circumstance, marketing tools change a lot. High-quality data analysis techniques can well improve the effectiveness of online marketing [5], and the emergence and development of data mining technology make Internet marketing more mature. The performance analysis verifies the effectiveness of the method and provides some theoretical bases for the further application of data mining technology in personalized marketing
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