Research on Personalized Marketing Strategy of Financial Products Based on Big Data

Agricultural Bank of China Tianjin Jizhou Branch, Tianjin, China

^* Corresponding author: yinyema@163.com

Abstract

With the rapid development of information technology, big data has become one of the most important tools for personalized marketing in the financial industry. Based on big data analysis, this study investigates the practice and impact of personalized marketing strategies for financial products in the current economic environment. Financial institutions can create customer portraits and tailored products and services by gathering and studying data on consumers' buying patterns, behavioral preferences, social circles, and interactive feedback. Using various methods, including case studies, in-depth interviews, and quantitative analysis, we took a closer look at how big data can help financial institutions improve marketing efficiency, optimize product design, increase customer satisfaction, and improve customer loyalty. Research shows that big data can greatly support the marketing of financial products, improving market segmentation, providing better opportunities for cross-selling and value-added services, and optimizing marketing resources through predictive analytics, instant marketing, and highly personalized customer experiences. Nonetheless, financial institutions must demonstrate effective skills in managing data, using analysis technology, protecting privacy, and implementing personalized marketing strategies to fully benefit from these advantages.