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NCUEIR > College of Management > Department of Information Management > Proceedings > Item 987654321/15902

Please use this identifier to cite or link to this item: http://ir.ncue.edu.tw/ir/handle/987654321/15902

Title:	Mining Social Networks for Targeted Advertising
Authors:	Yang, Wan-Shiou;Dia, Jia-Ben;Cheng, Hung-Chi;Lin, Hsing-Tzu
Contributors:	資訊管理學系
Date:	2006-01
Issue Date:	2013-03-27T06:49:50Z
Publisher:	IEEE
Abstract:	In this paper, we propose a data mining framework that utilizes the concept of social network for the targeted advertising of products. This approach discovers the cohesive subgroups from customer’s social network which is derived from customer’s interaction data. Based on the set of cohesive subgroups, we infer the probabilities of customer’s liking a product category from transaction records. Utilizing such information, we construct a targeted advertising system. We evaluate the proposed approach by using real email logs and library-circulation data. The experimental results show that our approach yields better quality of advertisement.
Relation:	Proceedings of the 39th Annual Hawaii International Conference on System Sciences(HICSS '06), : 137a-137a
Appears in Collections:	[Department of Information Management] Proceedings

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