Mining Big Data for Marketing Intelligence

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Author(s): Khadija Ali Vakeel (Indian Institute of Management Indore, India)
Copyright: 2017
Pages: 9
Source title: Handbook of Research on Advanced Data Mining Techniques and Applications for Business Intelligence
Source Author(s)/Editor(s): Shrawan Kumar Trivedi (BML Munjal University, India), Shubhamoy Dey (Indian Institute of Management, Indore, India), Anil Kumar (BML Munjal University, India)and Tapan Kumar Panda (Jindal Global Business School, India)
DOI: 10.4018/978-1-5225-2031-3.ch015

Keywords: Business & Management / Business Information Systems / Business Intelligence / Business Science Reference

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Abstract

This chapter elaborates on mining techniques useful in big data analysis. Specifically, it will elaborate on how to use association rule mining, self organizing maps, word cloud, sentiment extraction, network analysis, classification, and clustering for marketing intelligence. The application of these would be on decisions related to market segmentation, targeting and positioning, trend analysis, sales, stock markets and word of mouth. The chapter is divided in two sections of data collection and cleaning where we elaborate on how twitter data can be extracted and mined for marketing decision making. Second part discusses various techniques that can be used in big data analysis for mining content and interaction network.

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