CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information
Type of publication: International Journal
Year of publication: 2015
Authors: Juan Bernabé-Moreno
Director: álvaro Tejeda-Lorente, Carlos Porcel, Enrique Herrera-Viedma
Type: Knowledge-Based Systems
Volumen: 80
Pagination: 163-179
ISSN number: 0950-7051
Abstract: 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\textemdashincluding Entity Engagement Index, Differential Perception Factor, Tie-Strength and Number of Exposed users\textemdash. 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.