Idiomas

CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information

TítuloCARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information
Tipo de publicaciónRevista Internacional
Año de publicación2015
AutoresJ. Bernabé-Moreno, Á. Tejeda-Lorente, C. Porcel and E. Herrera-Viedma
RevistaKnowledge-Based Systems
Volumen80
Paginación163–179
ISSN Number0950-7051
Resumen

The enabling of geo-localization for Social Media content opens the door to a new set of applications based on the voice of the customer. For any company it is critical to understand both their own and their competitors’ strengths and weaknesses in all locations where they offer a service. With this motivation we created a Customers Acquisition and REtention system based on SOcial MEdia (CARESOME). Our system extracts and separates all social media interactions in a given location by market player and communication purpose and quantifies the impact of each single interaction over a given time period. To model the impact of the social media interactions, CARESOME relies on a set of metrics based on both intrinsic and extrinsic components—including Entity Engagement Index, Differential Perception Factor, Tie-Strength and Number of Exposed users—. In addition to the definition of our impact quantification metrics, we provide a thorough discussion about the design decisions taken to build our system. To illustrate the behavior of our system, we show-case a real world scenario from the airline industry based on two major airports in Great Britain.

DOI10.1016/j.knosys.2014.12.033
Hot paper 
Altamente citado