Construction of Business Analysis Model Based on User Behavior Data and Optimization of Marketing Strategies
DOI:
https://doi.org/10.54097/gmdr4b14Keywords:
User Behavior Data; Business Analysis Model; Marketing Strategy Optimization; Data Mining; User Portrait.Abstract
In the digital economy era, user behavior data has become the core strategic resource for enterprises to gain competitive advantages. How to effectively mine valuable information from massive user behavior data, construct scientific and applicable business analysis models, and further optimize marketing strategies to improve marketing efficiency and user value has become an important issue facing enterprises. Based on the theories of user behavior analysis, data mining and marketing management, this paper first combs the connotation and classification of user behavior data, then constructs a multi-dimensional business analysis model including user portrait model, user value evaluation model and user behavior prediction model, and verifies the effectiveness of the model through empirical analysis with the data of an e-commerce enterprise. Finally, based on the model analysis results, targeted marketing strategy optimization suggestions are put forward to provide theoretical support and practical reference for enterprises to carry out data-driven marketing activities. The research shows that the business analysis model based on user behavior data can effectively identify user characteristics, evaluate user value and predict user behavior trends, and the optimized marketing strategies can significantly improve the conversion rate, user retention rate and customer lifetime value of enterprises.
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