CN107909473A - A kind of Web bank's marketing method and device based on user behavior analysis - Google Patents
A kind of Web bank's marketing method and device based on user behavior analysis Download PDFInfo
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- CN107909473A CN107909473A CN201711441956.5A CN201711441956A CN107909473A CN 107909473 A CN107909473 A CN 107909473A CN 201711441956 A CN201711441956 A CN 201711441956A CN 107909473 A CN107909473 A CN 107909473A
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Abstract
A kind of Web bank's marketing method and device based on user behavior analysis are disclosed in the embodiment of the present invention, is recorded based on user behavior is obtained；Recorded according to the user behavior and carry out user behavior analysis, determine the behavioural characteristic of user；Different user types is marked off according to the behavioural characteristic of the user；According to the corresponding user property label of basis portrait information generation different user types of user；According to user type, user property label, business preference application model and because of objective pricing model, the banking for determining to match with targeted customer simultaneously recommends the targeted customer, can be that Web bank strive for more clients.
Description
Technical field
The present invention relates to technical field of information processing, and in particular to a kind of Web bank's marketing based on user behavior analysis
Method and device.
Background technology
Web bank is the virtual sales counter that each bank sets up in internet, and bank utilizes network technology, passes through internet
There is provided to client and open an account, cancellation, inquiry, reconciliation, transfer accounts in row, the tradition such as inter-bank is transferred accounts, credit, Internet securities, Investment ＆ Financing
Service entry, client is stayed indoors just can safely, conveniently manage current and fixed deposit, check, credit card and personal throwing
Money etc..
At present, there are the following problems for Web bank, firstly, since the arrangement of Web bank menu is excessive, makes client can not the
One time found the menu oneself to be clicked on；Secondly as on-line banking function is excessive, make client in the work(of selection Web bank
Feel dazzled during the banking that can complete oneself needs, have no way of selecting；Again, due to Web bank's menu displaying and work(
The energy page is stereotyped, client is felt uninteresting, can not meet the individual demand of client.And Internet enterprises release is various
Financial derivative product, such as Yuebao, fund is precious, easily borrows treasured, and more preferable experience is brought to client, therefore, more and more objective
Family is favored, and causes the customer churn of Web bank.Moreover, based on current Web bank, banking system can not know that client likes
What joyous function, what function are hauled oneself willingly into postpartum and always be nobody shows any interest in, and launch and generate on earth how many times in the fund of Web bank
Whether report rate, the advertisement of dispensing generate due benefit, moreover, banking system can not be by intervention people that banking is goed deep into
Daily behavior, such as, can not be by banking and tourist industry, insurance, sale of automobile, house-purchase demand, bill payment business more
Good combines, and to strive for more clients, produces more profits.
Therefore, how for Web bank to strive for more clients, become banking system urgent problem to be solved.
The content of the invention
In view of this, the embodiment of the present invention provides a kind of Web bank's marketing method and dress based on user behavior analysis
Put, can be that Web bank strives for more clients.
To achieve the above object, the embodiment of the present invention provides following technical solution：
A kind of Web bank's marketing method based on user behavior analysis, this method include：
Obtain user behavior record；
Recorded according to the user behavior and carry out user behavior analysis, determine the behavioural characteristic of user；
Different user types is marked off according to the behavioural characteristic of the user；
According to the corresponding user property label of basis portrait information generation different user types of user；
According to user type, user property label, business preference application model and because of objective pricing model, determine and target
Banking that user matches simultaneously recommends the targeted customer.
Optionally, described recorded according to the user behavior carries out user behavior analysis, determines the behavioural characteristic of user, bag
Include：
Recorded according to the user behavior and carry out user behavior analysis, determine the Assets Levels and Behavior preference of user.
Optionally, the behavioural characteristic according to the user marks off different user types, including：
Different user types is marked off according to the Assets Levels of user and Behavior preference.
Optionally, the corresponding user property label of basis portrait information generation different user types according to user,
Including：
The basis portrait letter of user is generated according to the family relationship attribute, social relationships attribute, purchasing demand attribute of user
Breath；
A point group, the corresponding user property mark of generation different user types carry out user by the basis portrait information of user
Label.
Optionally, it is described according to user type, user property label, business preference application model and because visitor fix a price mould
Type, the definite banking to match with targeted customer simultaneously recommend the targeted customer, including：
The user behavior of targeted customer is predicted according to user type；
According to user property label, business preference application model and because objective pricing model determines the user behavior with predicting
The banking that matches simultaneously recommends the targeted customer.
A kind of Web bank's marketing apparatus based on user behavior analysis, the device include：
Acquiring unit, for obtaining user behavior record；
User behavior analysis unit, carries out user behavior analysis for being recorded according to the user behavior, determines user's
Behavioural characteristic；
User type division unit, for marking off different user types according to the behavioural characteristic of the user；
User property label generation unit, it is corresponding for the basis portrait information generation different user types according to user
User property label；
Business matching unit, for according to user type, user property label, business preference application model and because visitor is fixed
Valency model, the definite banking to match with targeted customer simultaneously recommend the targeted customer.
Optionally, the user behavior analysis unit, is specifically used for：
Recorded according to the user behavior and carry out user behavior analysis, determine the Assets Levels and Behavior preference of user.
Optionally, the user type division unit, is specifically used for：
Different user types is marked off according to the Assets Levels of user and Behavior preference.
Optionally, the user property label generation unit, is specifically used for：
The basis portrait letter of user is generated according to the family relationship attribute, social relationships attribute, purchasing demand attribute of user
Breath；
A point group, the corresponding user property mark of generation different user types carry out user by the basis portrait information of user
Label.
Optionally, the business matching unit, is specifically used for：
The user behavior of targeted customer is predicted according to user type；
According to user property label, business preference application model and because objective pricing model determines the user behavior with predicting
The banking that matches simultaneously recommends the targeted customer.
Based on above-mentioned technical proposal, a kind of battalion of Web bank based on user behavior analysis is disclosed in the embodiment of the present invention
Method and device is sold, is recorded based on user behavior is obtained；Recorded according to the user behavior and carry out user behavior analysis, determine to use
The behavioural characteristic at family；Different user types is marked off according to the behavioural characteristic of the user；According to the basis portrait letter of user
The corresponding user property label of breath generation different user types；According to user type, user property label, business preference application mould
Type and because of objective pricing model, the banking for determining to match with targeted customer simultaneously recommends the targeted customer, Neng Gouwei
Web bank strives for more clients.
Brief description of the drawings
In order to illustrate more clearly about the embodiment of the present invention or technical scheme of the prior art, below will be to embodiment or existing
There is attached drawing needed in technology description to be briefly described, it should be apparent that, drawings in the following description are only this
The embodiment of invention, for those of ordinary skill in the art, without creative efforts, can also basis
The attached drawing of offer obtains other attached drawings.
Fig. 1 shows for a kind of flow of Web bank's marketing method based on user behavior analysis provided in an embodiment of the present invention
It is intended to；
Fig. 2 is Web bank's client segmentation provided in an embodiment of the present invention and profit contribution rate explanatory drawin；
Fig. 3 is user base provided in an embodiment of the present invention portrait information explanatory drawin；
Fig. 4 is user property label explanatory drawin provided in an embodiment of the present invention；
Fig. 5 is individual client's on-line banking function service condition explanatory drawin provided in an embodiment of the present invention；
Fig. 6 is user property provided in an embodiment of the present invention and corresponding business demand explanatory drawin；
Fig. 7 is the preference analysis specification of a model figure provided in an embodiment of the present invention based on user group；
Fig. 8 shows for a kind of structure of Web bank's marketing apparatus based on user behavior analysis provided in an embodiment of the present invention
It is intended to.
Embodiment
Below in conjunction with the attached drawing in the embodiment of the present invention, the technical solution in the embodiment of the present invention is carried out clear, complete
Site preparation describes, it is clear that described embodiment is only part of the embodiment of the present invention, instead of all the embodiments.It is based on
Embodiment in the present invention, those of ordinary skill in the art are obtained every other without making creative work
Embodiment, belongs to the scope of protection of the invention.
User behavior analysis technology has become the essential grass roots marketing techniques basis of each commercial activity.
By user behavior analysis, impression of the user to product can be obtained, product design is improved from the angle of user,
Can by user behavior analysis understand client psychology, inverse guiding user behavior, can be lifted user experience with it is user friendly
Degree, lifts the loyalty of client, increase client's viscosity.
Attached drawing 1 is referred to, Fig. 1 is a kind of Web bank's marketing based on user behavior analysis provided in an embodiment of the present invention
The flow diagram of method, this method comprises the following steps：
Step S100, obtains user behavior record；
User behavior refers generally to user by intermediary resources, buys, uses and evaluate the record of certain product.User behavior
Record can generally represent the set of one group of attribute：{ attribute 1, attribute 2 ... ..., attribute N }, analysis master is carried out to user behavior
If studying the behavior of user, the behavioral data source of user includes the log information of user, user agent information and extraneous ring
Border information, wherein, the log information of user includes user journal and web log file, wherein, existed by specific instrument to user
Internet or the online behavior of mobile interchange are recorded, and the information of record is user journal, and user is accessing some target
During website, user's corelation behaviour information of website records is web log file.The age of user group, schooling, interest love
Good wait is the letter such as user agent information, the interest rate that mobile Internet flow, the growth of surfing Internet with cell phone user, the People's Bank issue
Breath is external environment information.
In the present embodiment, user behavior record is that bank system of web is stepped in user's logging in online banks or using non-
Generated after recording function access Web bank, including, the behavioural information of user, area of source (province), the source of user
Domain name IP and the page (transfer accounts remittance or payment) being clicked on, user is in the residence time of website, access times of the user in 1 year,
User is in visit capacity situation of different periods etc..
Step S110, records according to the user behavior and carries out user behavior analysis, determines the behavioural characteristic of user；
The behavioural characteristic of user specifically includes the Assets Levels and Behavior preference of user.According to the user behavior record into
Row user behavior analysis is further included by the region characteristic of user behavior analysis different clients, access habits, Web bank's entrance
Reliability and validity, attention rate is judged the residence time in website according to user, according to access times, access be separated by number of days
Judge user's viscosity, the potentiality of development registered client are judged according to the quantity of non-login client, according to user in different periods
Visit capacity situation, to judge the correctness of the selection of time of advertising campaign.
Step S120, different user types is marked off according to the behavioural characteristic of the user；
Specifically, different user types can be marked off according to the Assets Levels and Behavior preference of user.The user class
Type includes five kinds of gold client, platinum client, VIP client, standard edition client, version query client and non-Internetbank client, wherein,
For assets more than 1,000,000, Behavior preference Investment ＆ Financing, foreign exchange trading, the client for insuring class business, are gold client；Assets exist
More than 300000, Behavior preference Investment ＆ Financing, fixed deposit, the client for class business of providing a loan, are platinum client；Assets 100,000 with
On, Behavior preference transfer accounts remittance, fixed deposit, provide a loan class business client, be VIP client；For assets more than 10,000, behavior is inclined
Improvement account remittance, agency's payment, the client of loan class business, are standard edition client；Assets are disregarded, Behavior preference account inquiries class
The client of business, is version query client；Assets are disregarded, and Behavior preference preengages the client of class business, is non-Internetbank client.Wherein,
Web bank's client segmentation and profit contribution rate are as shown in Figure 2.
Step S130, according to the corresponding user property label of basis portrait information generation different user types of user；
Specifically, first it can generate user's according to the family relationship attribute, social relationships attribute, purchasing demand attribute of user
Basis portrait information；A point group, the corresponding use of generation different user types carry out user by the basis portrait information of user again
Family attribute tags.Wherein, the basis portrait information of user is as shown in figure 3, user property label is as shown in Figure 4.
A variety of user properties can be included in user property label, user property is divided into base attribute, behavioural characteristic and the heart
Feature is managed, wherein, base attribute includes gender, age, height, weight etc., and behavioural characteristic includes the purchase energy such as occupation, income
Power, if the hobby, evaluation degree of concern, color preference, promotion susceptibility etc. such as like travelling, see a film, psychological characteristics
Including the family relationships such as parent, child, wife, active degree, impulsion consumption etc..
Step S140, according to user type, user property label, business preference application model and because of objective pricing model,
The definite banking to match with targeted customer simultaneously recommends the targeted customer.
Specifically, first the user behavior of targeted customer can be predicted according to user type；Further according to user property mark
Label, business preference application model and because objective pricing model determines and the banking that matches of user behavior predicted and recommendation
To the targeted customer.
Fig. 5 illustrates that the function that different types of client provides Web bank has different hobbies.
Fig. 6 illustrates, according to the base attribute, purchasing power, interest of user be not bad, behavioural characteristic, family relationship, psychology are special
Sign etc., can produce different financial needs, demand for insurance, bill payment demand, purchase car demand, house-purchase demand, tourism demand, study abroad
Demand, impulsion demand (red-letter day purchase flower demand).
Fig. 7 explanations, the preference analysis model based on user group：User is divided by the basis portrait information of user
Group-＞ generates user property label, and in each user group, content association point is carried out by the business usage behavior of user
Analysis-＞, which is directed to, recommends different contents per class user.Business preference application model：According to the data service behavior of client, basis
Portrait, internet behavior, study business preference and content, the time preference of client, for current data service silence client,
Potential customers carry out activation and recommend.
, can be with it should be noted that can be predicted according to the behavioural characteristic of user to the user behavior of targeted customer
According to user property label and business preference recommended models, centered on targeted customer, for targeted customer's structure and its preference class
As neighbour gather, recommend the project set of neighbour's user preference to it, i.e., same type of client always has similar industry
Business preference, can also carry out banking recommendation according to user type and behavioural characteristic, by bank finance business intervention client's
Life various aspects.It can also be drawn a portrait, mutually according to the data service behavior of user, basis according to business preference application model
Networking behavior, studies business preference and content, the time preference of user, for current data service silence client, potential visitor
Carry out activation and recommend in family., for deposit product interest rate, loan product interest rate, it can also be realized dynamic according to because of objective pricing model
The differentiation price of state custom partitioning dimension, meets different regions, the individual demand of species client.
In addition, according to " sixteen rules " of management, 20% high-end customer of Ji Zhan business banks client's total amount, there is provided
Profit but accounts for gross profit 80%, by statistics, gold client, platinum client and VIP profits of customers Shuai Zhan banks gross profit
79%, be high-end customer, bank should preferentially be carried out as this three classes client it is business recommended, standard edition client, inquiry do client and
The rate of people logging in of non-Internetbank client usually is relatively low, occupies bank's resource, and contribution rate is less, belongs to low end client, and bank should
Potential banking recommendation is carried out to low end client, lifts its contribution rate.Such as more than VIP level guests, to client
Recommend wholesale financing class, GT grand touring, insurance class, purchase car, house-purchase class business, wherein being used as various non-financial business using financial business
Medium, the tourism-＞ vehicles-＞ self-drivings, train, aircraft, ETC/ gas filling cards, purchase train ticket, purchase the air ticket, buy guarantor
Danger, reserving hotel, predetermined sight spot admission ticket；The online E of car-＞ installment credits-＞ are purchased to borrow；House-purchase demand-＞ loan for purchasing houses；For mark
Client below quasi- version, class business is supplemented with money to lead referral GT grand touring, loan class, payment, payment supplements with money-the ＞ expenses of taxation, the electricity charge, combustion gas
Expense, purchase card are supplemented with money, property fees, heating expense-＞ handle debit card, credit card-＞ Web banks payment.
A kind of Web bank's marketing method based on user behavior analysis is disclosed in the present embodiment, based on acquisition user's row
For record；Recorded according to the user behavior and carry out user behavior analysis, determine the behavioural characteristic of user；According to the user's
Behavioural characteristic marks off different user types；According to the corresponding user of basis portrait information generation different user types of user
Attribute tags；According to user type, user property label, business preference application model and because of objective pricing model, determine and mesh
Mark the banking that user matches and recommend the targeted customer, can be that Web bank strive for more clients.
Attached drawing 8 is referred to, Fig. 8 is a kind of Web bank's marketing based on user behavior analysis provided in an embodiment of the present invention
The structure diagram of device, the device are specifically included such as lower unit：
Acquiring unit 10, for obtaining user behavior record；
User behavior analysis unit 11, carries out user behavior analysis for being recorded according to the user behavior, determines user
Behavioural characteristic；
User type division unit 12, for marking off different user types according to the behavioural characteristic of the user；
User property label generation unit 13, corresponds to for the basis portrait information generation different user types according to user
User property label；
Business matching unit 14, for according to user type, user property label, business preference application model and because of visitor
Pricing model, the definite banking to match with targeted customer simultaneously recommend the targeted customer.
Optionally, the user behavior analysis unit, is specifically used for：
Recorded according to the user behavior and carry out user behavior analysis, determine the Assets Levels and Behavior preference of user.
Optionally, the user type division unit, is specifically used for：
Different user types is marked off according to the Assets Levels of user and Behavior preference.
Optionally, the user property label generation unit, is specifically used for：
The basis portrait letter of user is generated according to the family relationship attribute, social relationships attribute, purchasing demand attribute of user
Breath；
A point group, the corresponding user property mark of generation different user types carry out user by the basis portrait information of user
Label.
Optionally, the business matching unit, is specifically used for：
The user behavior of targeted customer is predicted according to user type；
According to user property label, business preference application model and because objective pricing model determines the user behavior with predicting
The banking that matches simultaneously recommends the targeted customer.
Described in detail in embodiment of the method part it should be noted that the concrete function of above-mentioned unit is realized, this
Embodiment repeats no more.
In summary：
The present invention provides low cost, personalized, the more preferable Behavior-based control analysis of customer experience marketing side of Web bank
Method and device, can understand client's psychology, inverse guiding user behavior, using user to be oriented to, meets by user behavior analysis
Customer personalized demand, avoids machine-made popular recommendation.Using truthful data as according to being analyzed, realize bank to
The precise positioning and accurate recommendation at family.Be conducive to bank it is cost-effective, improve profit level, lifted customer experience, strengthen client
Viscosity and the more potential customers of attraction.Good economic benefit is brought for bank, more preferable bank finance service is provided to client.
By mass users, data resource advantage, by behavioural analysis, provide online payment, financial management in the Internet for client, disappear
Take a variety of financial and non-financial service such as finance, service for life, health medical treatment.Financial service is driven by non-financial service, " production
The brand-new business model of industry fusion+schema merging+ecology fusion ", realizes client's positioning, client's layering, client's Life cycle
Management, for client provide at any time, everywhere, the comprehensive financial service followed one's inclinations.
Additionally, this invention is not limited to bank, security, insurance class business, it is related to customer action and business preference for other
The commercial class business of recommendation is equally applicable.
Each embodiment is described by the way of progressive in this specification, what each embodiment stressed be and other
The difference of embodiment, between each embodiment identical similar portion mutually referring to.For device disclosed in embodiment
For, since it is corresponded to the methods disclosed in the examples, so description is fairly simple, related part is said referring to method part
It is bright.
Professional further appreciates that, with reference to each exemplary unit of the embodiments described herein description
And algorithm steps, can be realized with electronic hardware, computer software or the combination of the two, in order to clearly demonstrate hardware and
The interchangeability of software, generally describes each exemplary composition and step according to function in the above description.These
Function is performed with hardware or software mode actually, application-specific and design constraint depending on technical solution.Specialty
Technical staff can realize described function to each specific application using distinct methods, but this realization should not
Think beyond the scope of this invention.
Can directly it be held with reference to the step of method or algorithm that the embodiments described herein describes with hardware, processor
Capable software module, or the two combination are implemented.Software module can be placed in random access memory (RAM), memory, read-only deposit
Reservoir (ROM), electrically programmable ROM, electrically erasable ROM, register, hard disk, moveable magnetic disc, CD-ROM or technology
In any other form of storage medium well known in field.
The foregoing description of the disclosed embodiments, enables professional and technical personnel in the field to realize or use the present invention.
A variety of modifications to these embodiments will be apparent for those skilled in the art, as defined herein
General Principle can be realized in other embodiments without departing from the spirit or scope of the present invention.Therefore, it is of the invention
The embodiments shown herein is not intended to be limited to, and is to fit to and the principles and novel features disclosed herein phase one
The most wide scope caused.
Claims (10)
1. a kind of Web bank's marketing method based on user behavior analysis, it is characterised in that this method includes：
Obtain user behavior record；
Recorded according to the user behavior and carry out user behavior analysis, determine the behavioural characteristic of user；
Different user types is marked off according to the behavioural characteristic of the user；
According to the corresponding user property label of basis portrait information generation different user types of user；
According to user type, user property label, business preference application model and because of objective pricing model, determine and targeted customer
The banking that matches simultaneously recommends the targeted customer.
2. according to the method described in claim 1, it is characterized in that, described recorded according to the user behavior carries out user behavior
Analysis, determines the behavioural characteristic of user, including：
Recorded according to the user behavior and carry out user behavior analysis, determine the Assets Levels and Behavior preference of user.
3. according to the method described in claim 1, it is characterized in that, the behavioural characteristic according to the user marks off difference
User type, including：
Different user types is marked off according to the Assets Levels of user and Behavior preference.
4. according to the method described in claim 1, it is characterized in that, the basis portrait information according to user generates different use
The corresponding user property label of family type, including：
The basis portrait information of user is generated according to the family relationship attribute, social relationships attribute, purchasing demand attribute of user；
A point group, the corresponding user property label of generation different user types carry out user by the basis portrait information of user.
It is 5. according to the method described in claim 1, it is characterized in that, described inclined according to user type, user property label, business
Good application model and because of objective pricing model, the banking for determining to match with targeted customer are simultaneously recommended the target and are used
Family, including：
The user behavior of targeted customer is predicted according to user type；
According to user property label, business preference application model and because objective pricing model determines the user behavior phase with predicting
The banking matched somebody with somebody simultaneously recommends the targeted customer.
6. a kind of Web bank's marketing apparatus based on user behavior analysis, it is characterised in that the device includes：
Acquiring unit, for obtaining user behavior record；
User behavior analysis unit, carries out user behavior analysis for being recorded according to the user behavior, determines the behavior of user
Feature；
User type division unit, for marking off different user types according to the behavioural characteristic of the user；
User property label generation unit, for the corresponding user of basis portrait information generation different user types according to user
Attribute tags；
Business matching unit, for according to user type, user property label, business preference application model and because visitor fix a price mould
Type, the definite banking to match with targeted customer simultaneously recommend the targeted customer.
7. device according to claim 6, it is characterised in that the user behavior analysis unit, is specifically used for：
Recorded according to the user behavior and carry out user behavior analysis, determine the Assets Levels and Behavior preference of user.
8. device according to claim 6, it is characterised in that the user type division unit, is specifically used for：
Different user types is marked off according to the Assets Levels of user and Behavior preference.
9. device according to claim 6, it is characterised in that the user property label generation unit, is specifically used for：
The basis portrait information of user is generated according to the family relationship attribute, social relationships attribute, purchasing demand attribute of user；
A point group, the corresponding user property label of generation different user types carry out user by the basis portrait information of user.
10. device according to claim 6, it is characterised in that the business matching unit, is specifically used for：
The user behavior of targeted customer is predicted according to user type；
According to user property label, business preference application model and because objective pricing model determines the user behavior phase with predicting
The banking matched somebody with somebody simultaneously recommends the targeted customer.
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