Prediction Method of User Behavior Label Based on the BP Neural Network

With the development of big data, precision marketing helps businesses to be more efficient in selling products and stand out from the fierce competition. In this paper, the backpropagation neural network is introduced as an approach to analyze the data of user online behaviors and create labels for each user. In this way, the business will be able to realize accurate user classification and forecast users' future behaviors and thus achieve precision marketing. The study tested the backpropagation neural network with a real user behavior dataset from Taobao for a recommendation. According to users' behavior data, the network successfully classified users into 5 clusters with distinct labels and this information can give the business valuable insights into their customers for precision marketing and selling products.