- Volume 15 Issue 6
DOI QR Code
Consumer Trend Platform Development for Combination Analysis of Structured and Unstructured Big Data
정형 비정형 빅데이터의 융합분석을 위한 소비 트랜드 플랫폼 개발
- Kim, Sunghyun (K-ICT Big Data Center, Korea Information Society Agency) ;
- Chang, Sokho (Big Data Center, BC Card) ;
- Lee, Sangwon (Department of Computer Software Engineering, Wonkwang University)
- Received : 2017.04.08
- Accepted : 2017.06.20
- Published : 2017.06.28
Data is the most important asset in the financial sector. On average, 71 percent of financial institutions generate competitive advantage over data analysis. In particular, in the card industry, the card transaction data is widely used in the development of merchant information, economic fluctuations, and information services by analyzing patterns of consumer behavior and preference trends of all customers. However, creation of new value through fusion of data is insufficient. This study introduces the analysis and forecasting of consumption trends of credit card companies which convergently analyzed the social data and the sales data of the company's own. BC Card developed an algorithm for linking card and social data with trend profiling, and developed a visualization system for analysis contents. In order to verify the performance, BC card analyzed the trends related to 'Six Pocket' and conducted th pilot marketing campaign. As a result, they increased marketing multiplier by 40~100%. This study has implications for creating a methodology and case for analyzing the convergence of structured and unstructured data analysis that have been done separately in the past. This will provide useful implications for future trends not only in card industry but also in other industries.
Big Data;Association Analysis;Social Network Service;Marketing Offer;Unstructured Data
Supported by : Wonkwang University
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