A Study on Marketing Strategies for Precise Analysis of E-commerce Customer Data in the Context of the Digital Economy

Abstract

: Against the backdrop of the deepening development of the digital economy, the competitive dynamics of e-commerce are undergoing a fundamental shift from the expansion of traffic volume to the in-depth exploitation of data value. Based on a statistical analysis of user behaviour data from e-commerce platforms, this paper systematically deconstructs the value creation mechanism of precise customer data analysis. The research findings reveal that user consumption behaviour exhibits significant geographical concentration, with users from economically developed provinces accounting for a prominent proportion; personalised recommendations based on user profiling can increase the order conversion rate by more than 15 per cent; and conversion funnel analysis has uncovered structural attrition bottlenecks at each stage from ‘selection’ to ‘payment’. However, in practice, enterprises commonly face structural challenges such as data silos, algorithmic bias and privacy compliance. Against this backdrop, this paper proposes the construction of a four-pronged precision marketing system comprising a ‘data foundation, intelligent middle platform, strategy front-end and evaluation closed loop’, providing a theoretical framework and practical guidance for the digital marketing transformation of e-commerce enterprises.