Social media data can help build marketing personae

Social media data can help build marketing personae. Just by observing how users respond to online videos and other social media content, computers may be able to group them into marketing segments in real time, a new research has revealed. But it is hard to make a decision looking at a bunch of complex numbers that most people do not understand. To understand these complex numbers, researchers took a bunch of market data and condensed it into a fictitious person. From 188,000 subscribers of a news website, the team developed algorithms to analyse data, such as demographic information, topics of interest and customer interactions. The researchers identified unique ways that groups of people were interacting with the information. "News site editors could use this information to better collect and target content to these audiences," said Jansen, adding "Journalists can use that information to reach readers with better titles, content and article framing." The method is being scaled up to millions of users where researchers could use other types of social media data from sites like Facebook or Twitter. The study was presented at the second international workshop on online social networks technologies held in Agadir, Morocco, recently. qd/na/dg (This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)