TY - GEN
T1 - Mining social networks for targeted advertising
AU - Yang, Wan Shiou
AU - Cheng, Hung Chi
AU - Dia, Jia Ben
AU - Lin, Hsing Tzu
PY - 2006/10/17
Y1 - 2006/10/17
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=33749620015&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33749620015&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2006.272
DO - 10.1109/HICSS.2006.272
M3 - Conference contribution
AN - SCOPUS:33749620015
SN - 0769525075
SN - 9780769525075
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 137a
BT - Proceedings of the 39th Annual Hawaii International Conference on System Sciences, HICSS'06
T2 - 39th Annual Hawaii International Conference on System Sciences, HICSS'06
Y2 - 4 January 2006 through 7 January 2006
ER -