- Title
- Engagement in motion: exploring short term dynamics in page-level social media metrics
- Creator
- Lucas, Benjamin; Arefin, Ahmed Shamsul; de Vries, Natalie Jane; Berretta, Regina; Carlson, Jamie; Moscato, Pablo
- Relation
- 2014 IEEE Fourth International Conference on Big Data and Cloud Computing (BDCloud 2014). Proceedings of IEEE Fourth International Conference on Big Data and Cloud Computing (Sydney 3-5 December, 2014) p. 334-341
- Publisher Link
- http://dx.doi.org/10.1109/BDCloud.2014.56
- Publisher
- Institute of Electrical and Electronics Engineers (IEEE)
- Resource Type
- conference paper
- Date
- 2014
- Description
- Using page-level metrics of a randomly selected group of 15,625 among the top 100,000 Face book check-in locations which rank high in terms of customer engagement, we explore if the short-term dynamical information on these metrics could deliver, via a clustering approach, some new insights for marketing decision making. Using a highly-scalable clustering algorithm, statistical methods, and combinatorial optimization met heuristics based on memetic algorithms, we have observed that some pages naturally cluster with others that share the same user-defined category. Our results highlight the need of suggesting other further "meta-categories" that encompass several user-reported categories for pages and that a priori geographical segmentation might be necessary to investigate more relevant patterns that take into account seasonal variability of behaviours and physical proximity.
- Subject
- page-level metrics; combinatorial optimisation; marketing decision making; memetic algorithms
- Identifier
- http://hdl.handle.net/1959.13/1064114
- Identifier
- uon:17467
- Identifier
- ISBN:9781479967193
- Language
- eng
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