Application of Mining Algorithm in Personalized Internet Marketing Strategy in Massive Data Environment

Internet marketing requires a personalized marketing strategy. In this study, the application of data mining in personalized Internet marketing was studied. Based on the mining algorithm, a personalized marketing method was designed. Through the calculation of frequent closed item sets and support counts of positive and negative samples, the interval with a high success rate for marketing was obtained. With performance analysis, it was found that the marketing method of this study successfully improved the rate about 8% compared with the traditional marketing method. This method would have better performance under the smaller interval number and smaller minimum success number. After the actual application in telecommunication enterprise A, it was found that after adopting the marketing method of this study, the marketing success rate of A enterprise increased from 2.72–6.31%, which indicated the effectiveness of the method. The research results in this study proved the role of data mining algorithms in Internet marketing, which was conducive to the further application of mining algorithms in personalized marketing.