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Predictive Computational Model for Target Marketing using Social Network Analysis and Artificial Neural Network
| International Journal of Computer Applications |
| Foundation of Computer Science (FCS), NY, USA |
| Volume 74 - Number 21 |
| Year of Publication: 2013 |
| Authors: Shweta Gupta, Mohit Juneja, Devesh Batra |
10.5120/13039-9811
|
Shweta Gupta, Mohit Juneja, Devesh Batra . Predictive Computational Model for Target Marketing using Social Network Analysis and Artificial Neural Network. International Journal of Computer Applications. 74, 21 ( July 2013), 1-5. DOI=10.5120/13039-9811
Abstract
This paper proposes a design for development of predictive computational model for target marketing. Computational model comprises of social network analysis and soft computing techniques. Social network analysis uses community structure detection approach to partition the data. Walktrap algorithm is used for community detection because it gives better result concerning running time and quality of obtained community structure. Consequently, soft computing technique such as neural network is implemented to train the system. Finally, NARX model is used for the prediction of the trained system so that any new user can be assigned to his corresponding community. This research is important because it shows how online social networks enable marketers to provide more effective marketing strategies and increase the product acceptance rate.
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