According to the data processing method based on big data and advertisement pushing and the big data platform, the user label information, the behavior label information and the time sequence label information of the current user behavior data can be analyzed, and the first user behavior track is determined in combination with the reference user data, so as to determine third user behavior tracks,corresponding advertisement pushing information and advertisement clicking information of all key user behavior data in a preset database according to different user behavior data, and finally generate advertisement pushing guidance data for guiding the big data platform to carry out personalized customization of an advertisement pushing target. The advertisement pushing guidance data covers advertisement pushing contents, advertisement pushing time periods, advertisement pushing forms and the like, and deep user behavior data analysis can be performed for each user, so that the advertisementpushing guidance data corresponding to different users in different time periods can be customized in a personalized manner, the pertinence and timeliness of advertisement pushing can be ensured, andaccurate advertisement pushing is realized.