The Role of Data Mining Technology in Advertising Marketing

Abstract

With the rapid development of computer and other information technology and data storage technology, more and more data are stored. Data mining technology can process the data in advertising and marketing in a timely and effective manner to obtain potential and useful knowledge and information. As my country’s market economy system is becoming more and more complete, and science and technology continue to advance, TV advertising has become a major communication tool for economic activities, and the TV advertising industry is booming in our country. Based on the premise of advertising marketing and data mining theory and technology, this article applies data mining technology to all aspects of the advertising marketing process. This article is based on the initial data segmentation of advertising and marketing. First, it analyzes the shortcomings of the commonly used k-means algorithm and fuzzy average algorithm in the clustering effect, and then proposes a fuzzy average algorithm based on the modified membership function and analyzes its effectiveness. And on the basis of this algorithm, analyze its role in advertising and marketing. This thesis takes the basis of advertising marketing and the technology of data mining theory as the premise, and applies data mining technology to all aspects of the advertising marketing process, especially using data mining technology to analyze and study the program ratings and characteristics. The experimental research results show that through the above analysis of data mining technology and data mining advertising and marketing, we clearly realize that advertising and marketing after people’s location services are more than just finding the right people at the right time to push the most correct advertising and marketing services. The role of advertising and marketing based on Web data mining technology strengthens the interaction between users and enterprises.