Optimization Research and Practical Path Exploration of Marketing Audit Strategy Based on Big Data Technology

Electricity theft has always been a problem of greater concern to electric power enterprises, however, the high level of technology of electricity theft and hidden strong increase in the prevention efforts of electric power enterprises. Big data technology is one of the important means to cooperate with electric power enterprises for marketing audits. The article proposes the use of the K-Means clustering algorithm and Apriori algorithm on the power supply company’s marketing audit data and mining so as to realize the judgment and early warning of the abnormal characteristics of the user’s electricity consumption. Through the analysis of the marketing audit of power supply company A and the current situation of power theft, it can be seen that in the 2020-2023 power theft data analysis and comparison, the large industry is the largest proportion of the main body of power theft, the proportion of agricultural production of power theft has shown a year-on-year increase in the state of the amount of agricultural production power theft in 2023 amounted to 279,800 yuan. Based on the investigation of the current situation of marketing audit of power supply company A based on intelligence, then the article uses the method of big data technology analysis of the power supply company’s marketing audit application, found that there are 11 users of the marketing audit of the degree of support are higher than 20%.