National Changhua University of Education Institutional Repository : Item 987654321/15902
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题名: Mining Social Networks for Targeted Advertising
作者: Yang, Wan-Shiou;Dia, Jia-Ben;Cheng, Hung-Chi;Lin, Hsing-Tzu
贡献者: 資訊管理學系
日期: 2006-01
上传时间: 2013-03-27T06:49:50Z
出版者: IEEE
摘要: 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.
關聯: Proceedings of the 39th Annual Hawaii International Conference on System Sciences(HICSS '06), : 137a-137a
显示于类别:[資訊管理學系所] 會議論文

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