Electricity user behavior analysis and marketing strategy based on internet of things and big data

This paper examines power user behavior and the design of marketing strategies, using a case study of Smart Community A. We explore how advanced analytical models are used to enhance energy efficiency and user services. First, we apply spectral clustering to refine user segmentation and identify distinct electricity consumption patterns among different groups. Then, the Hidden Markov Model (HMM) analyzes user behavior, uncovering shifts in consumption habits and enabling personalized service offerings. Next, the ARIMA model predicts electricity consumption trends, guiding grid scheduling and resource allocation. Based on these analyses, we develop targeted marketing strategies, such as dynamic pricing and energy-saving incentives, which boost user engagement and reduce energy usage. Through an IoT and big data-driven interactive marketing platform, we enhance user experience and foster a culture of energy conservation. Finally, a feedback mechanism ensures continuous improvement and maximizes the effectiveness of the marketing strategies. © The Author(s) 2024.