Mining Big Data for Marketing Intelligence
Khadija Ali Vakeel · Advances in business information systems and analytics book series · 2017
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.