Market Segmentation Using Data Mining Techniques in Social Networks

Social networks have gained great popularity during the last decade, due to the advance of new technologies and people’s growing interest in generating content and sharing it with their contacts. This makes data generated in social networks grow exponentially over time. These generated data contain...

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Bibliographic Details
Published inComputer Science – CACIC 2018 pp. 221 - 231
Main Authors Olarte, Eduin, Panizzi, Marisa, Bertone, Rodolfo
Format Book Chapter
LanguageEnglish
Published Cham Springer International Publishing
SeriesCommunications in Computer and Information Science
Subjects
Data mining
Information exploitation
Machine learning
Market segmentation
Social networks
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Summary:Social networks have gained great popularity during the last decade, due to the advance of new technologies and people’s growing interest in generating content and sharing it with their contacts. This makes data generated in social networks grow exponentially over time. These generated data contain information that can be analyzed, in order to discover patterns that can be of help in multiple disciplines. Marketing is one of these disciplines that is closely linked to understanding people’s behaviors, tendencies and tastes. The aim of this study is to apply data mining (DM) to discover patterns in data coming from social networks. Obtaining patterns will enable to carry out different types of segmentations to help the marketing professionals direct their campaigns.
ISBN:3030207862
9783030207861
ISSN:1865-0929
1865-0937
DOI:10.1007/978-3-030-20787-8_16