Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06) (2006)
Jan. 4, 2006 to Jan. 7, 2006
Wan-Shiou Yang , National Changhua University of Education
Jia-Ben Dia , National Changhua University of Education
Hung-Chi Cheng , National Changhua University of Education
Hsing-Tzu Lin , National Kaohsiung University
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.
H. Lin, J. Dia, H. Cheng and W. Yang, "Mining Social Networks for Targeted Advertising," Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06)(HICSS), Kauai, Hawaii, 2006, pp. 137a.