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Selecting Data Mining Model for Web Advertising in Virtual Communities

Authors:
Jerzy Surma
Mariusz Łapczyński

Keywords: data mining; social network; web advertising; marketing campaign management

Abstract:
Marketing in web based social networks (virtual communities) became one of the crucial topics in contemporary business. There are three reasons why this area of marketing usage is interesting. Firstly, there are more and more users of social media in the Internet. Secondly, access to behavioral data of potential clients permits acquiring knowledge about their needs. Finally, there is a possibility of direct one-to-one marketing communication. In this article we will present a study concerning an advertising campaign in a popular social network. We will use data mining methods in order to adjust the message to different users, and we will also present a method of choosing an appropriate communication to a given user when a class imbalance problem occurs. The results are very promising and point out that there is a need for further studies in the area of using data mining in marketing.

Pages: 107 to 112

Copyright: Copyright (c) IARIA, 2011

Publication date: October 23, 2011

Published in: conference

ISSN: 2326-9332

ISBN: 978-1-61208-162-5

Location: Barcelona, Spain

Dates: from October 23, 2011 to October 29, 2011