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http://dx.doi.org/10.14400/JDC.2017.15.6.133

Consumer Trend Platform Development for Combination Analysis of Structured and Unstructured Big Data  

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)
Publication Information
Journal of Digital Convergence / v.15, no.6, 2017 , pp. 133-143 More about this Journal
Abstract
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.
Keywords
Big Data; Association Analysis; Social Network Service; Marketing Offer; Unstructured Data;
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Times Cited By KSCI : 14  (Citation Analysis)
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