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Design and Implementation of Microblogging Marketing System Based on Data Mining Technology

Author: WangLi
Tutor: WangTianJiang
School: Huazhong University of Science and Technology
Course: Computer technology
Keywords: Data Mining Short Text Classification Interaction
CLC: TP393.092
Type: Master's thesis
Year: 2013
Downloads: 24
Quote: 0
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Abstract


With the rapid development of the Internet, we have quickly stepped into theinformation age. Network information, however, let us too busy to attend it all. Just takingSina micro-blog for example, there are more than half of netizens using micro-blog andgenerating hundreds of millions of micro-blogs. Confronted by such a huge market, howto mine data from potential customers has a unique attraction for the business.Combining with the status quo of micro-blog marketing, this article designs andimplements the microblogging marketing system based on data mining technology. Thesmart microblogging system has two objectives: first, search for potential customersprecisely; second, interact with customers. Owing to these two purposes, the systemconsists of two parts: the Fan-related Data Acquisition and Analysis Subsystem andMicro-blog Interactive Subsystem. The former mainly includes acquisition and analysis ofmicro-blog, micro-blog index analysis, fans attribute analysis, micro-blog propagationpath analysis, and social network analysis. The latter mainly concerns about potentialcustomers, recommends micro-blogs and friends to potential customers and comments orforwards the micro-blogs.Through transferring the API interface provided by Sina and Tencent micro-blogdevelopment platform, we get the raw data required by the system. Micro-blog short textpreprocessing uses the CAS ICTCLAS analysis system, extracts improved mutualinformation feature from the text, classifies the short text by using KNN sort algorithmand achieves the purpose of micro-blog interaction with the target users. According tofunction testing and result interpretation, the overall system has reached the desired goalswith a certain value in engineering applications.

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