Marketing Path Analysis Based on Spatio-Temporal Big Data of Internet of Vehicles

Abstract

With the rapid development and popularization of vehicle networking technology, the spatio-temporal big data generated by vehicles has brought new opportunities to the field of marketing. This paper aims to explore the marketing path analysis based on the spatiotemporal big data of the Internet of vehicles, and provide accurate marketing strategies for enterprises by digging deeply into vehicle driving data, driving habits and location information, etc. First, this paper introduces the basic concepts and characteristics of spatiotemporal big data of the Internet of vehicles, then introduces the collection and processing of the data of the Internet of vehicles, and then builds the feature engineering and the text based on CatBoost model to predict the future of consumers. Finally, this paper analyzes the application strategy path of spatiotemporal big data in marketing, including precision marketing, personalized recommendation and precision advertising based on user portraits. The method proposed in this paper can not only improve user experience, but also create higher business value for enterprises.