The e-banking department has the most online channels in the bank, such as mobile banking, online banking, WeChat direct banking, etc.
After years of operation, many accurate user behavior data, device information, address, and transaction data have been accumulated. These data have produced high commercial value due to their authenticity, high quality, a large amount of data, and fast circulation. However, due to various reasons such as insufficient technical reserves and insufficient business sensitivity for a long time, it is difficult for these data assets that have accumulated millions of customers to exert practical value.
This project adopts platform-based thinking to provide users with a one-stop data operation service of perception, analysis and decision-making, user insight, operation management, and marketing touch. The platform comprehensively uses Bigdata, Model, and Engine Service platform users in all aspects of operators. The big data module uses the latest big data technology to obtain real-time user behavior event data and perform real-time streaming calculations to analyze user behavior preferences to achieve the real-time perception of user information. Model strategy module, reasonable use of operational analysis models (such as retention rate model, traffic funnel model) to analyze the data processed from big data, can be matched with rules and strategies to achieve customer stratification and marketing reach.
The social and economic value which project construction has brought provides users with one-stop data-based operation services, analysis and decision-making, user insight, operation management, and marketing touch using the accumulated data and real-time data generated by mobile banking.