Marketing Decision Support System Based on Data Mining Technology

Rong Hou; Xu Ye; Hafizah Binti Omar Zaki; Nor Asiah Binti Omar

Marketing Decision Support System Based on Data Mining Technology

2023

Rong Hou | Xu Ye | Hafizah Binti Omar Zaki | Nor Asiah Binti Omar

With the continuous development of business intelligence technology, the application research of decision support systems (DSSs) is deepening. In China, the work in this area started relatively late, and there are few DSS research cases to assist in marketing decision-making. Currently, marketing decision support systems have shortcomings in data integration, historical data, query functions, and data analysis. This article analyzes the characteristics of marketing decision-making, discusses the application of data warehouse, OLAP, and data mining technology in marketing decision support systems, and designs a marketing decision support system based on data mining technology. The system uses a BP neural network to conduct data mining marketing forecasting. A three-layer network model for marketing prediction is established, with sales time, product price, and customer purchasing power as network inputs and output as the sales volume of a certain type of product in different locations. The test results show that the average absolute percentage error of this method is 15.13%, and the prediction accuracy is high. Research shows that with the continuous development of data mining technology, the system cannot only help users conduct scientific and reasonable marketing decision-making analyses, making the marketing decision-making process more scientific and reasonable, but also can bring new ideas to enterprise decision-makers, promoting the continuous improvement and progress of the system.

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