The Application of Big Data in the Marketing of Live E-Commerce Platform

Xiang Liang

2025

Abstract

With the rapid development of electronic commerce (e-commerce) and live streaming technology, Live Streaming Commerce (LSC) platform has be-come an important channel of modern retail industry. In this context, big da-ta technology provides strong support for the marketing of live streaming e-commerce. This paper discusses the application of big data in the marketing of LSC platforms, in-cluding user portraits, accurate recommendations, real-time data analysis and market trend prediction. By analyzing user behavior data, the platform can build a refined consumer portrait to realize personalized product recommendation and precision marketing. Real-time data analysis helps platforms optimize live content and engagement strategies to in-crease user engagement and conversion rates. At the same time, the predictive power of big data provides merchants with insights into market trends and optimizes supply chain and inventory management. This paper takes a well-known live streaming e-commerce platform as an example to explain how big data technology can help it improve marketing effect and realize business value. The research shows that the big data-driven marketing model is of great significance in improving the competitiveness of the platform and pro-moting the upgrading of consumption.

Paper Citation

in Harvard Style

Liang X. (2025). The Application of Big Data in the Marketing of Live E-Commerce Platform. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 533-537. DOI: 10.5220/0014138700004942

in Bibtex Style

@conference{apmm25,
author={Xiang Liang},
title={The Application of Big Data in the Marketing of Live E-Commerce Platform},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={533-537},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014138700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Application of Big Data in the Marketing of Live E-Commerce Platform
SN - 978-989-758-791-7
AU - Liang X.
PY - 2025
SP - 533
EP - 537
DO - 10.5220/0014138700004942
PB - SciTePress