The Application Research of Customer Segmentation Model in Bank Financial Marketing

With the rapid development of information technology and Internet finance, RFM model technology has been widely used in banking financial services. The traditional financial services industry has gradually changed from product center to customer center. As customer transaction data continues to grow in the database, it is urgent to analyze the transaction information with the high efficiency Big Data analysis technology. Therefore, an RFM model suitable for financial customers has been established, and this model has been applied to the financial product recommendation guidance system. It can greatly improve the quality of customer marketing services in the banking industry, and can effectively reduce operating costs.