Research on Enterprise Consumer Behavior Prediction Model Based on Data Mining

With the development of society, today's human civilization has entered the information age. Due to the accelerated speed of information dissemination, a large amount of data and information will be widely available in all areas of society, and the understanding and prediction of consumer behavior by enterprises become crucial, which helps to improve customer relationship management and develop marketing strategies. This paper studies the application of data mining technology in consumer behavior prediction, analyzing the process of data acquisition, preprocessing, and model construction. It explores the application of online social media data mining in different fields and describes how to utilize online social media data mining for sentiment analysis, discusses the challenges faced by online social media data mining and sentiment analysis, and looks forward to its future prospects. A precision marketing decision support system based on data analysis is constructed and the marketing effect is evaluated, providing decision makers with a new insight and tool that helps optimize decision making, improve service and enhance user experience.