Research and Application of Precision Marketing Algorithms for ETC Credit Card Based on Telecom Big Data

Abstract

Electronic toll collection (ETC) is an electronic non-stop toll collection system for expressways which brings drivers huge convenience when vehicle passes through the toll gates without stopping. Recently, China has a huge market and its credit card business has greatly contributed to the retail business of banks. Therefore, accurate marketing for the potential users is very important for the banking business. Users can be fully portrayed to explore the characteristics of potential ETC users based on telecom big data. Under such situations, we propose an advanced K-means clustering algorithm in view of silhouette coefficient which can distinctly increase the accuracy of clustering and improve the performance of k-means clustering. By applying this advanced algorithm in the precision marketing scenario of ETC credit card, the key elements, which affect customers’ ETC processing, can be obtained. This method brings new ideas and new momentum to the development of vertical industries.