In order to make better use of big data to study the precision marketing of enterprises, an analysis model based on decision tree is proposed. Considering the market research value of data mining in enterprises, this paper discusses the decision tree algorithm and its application in related analysis. Then, taking the marketing information sample of a real estate enterprise as an example, the improved decision tree model is used to find the main factors affecting customers’ house purchase selection from the sales data. Finally, combined with the results of case analysis, the specific implementation scheme of marketing big data analysis is provided on Hadoop platform. The results show that the model can realize precision marketing based on product differentiation and provide scientific and objective marketing decisions for enterprises.