Data Engineering and Data Science

2Design and Implementation of Social Media Mining – Knowledge Discovery Methods for Effective Digital Marketing Strategies

Prashant Bhat and Pradnya Malaganve*

Department of Computer Science, School of Computational Sciences and IT, Garden City University, Bengaluru, India

Abstract

Nowadays, Data Science and Data Engineering have become an essential part of any business, given the enormous amount of data storage that are raised. Most industries are implementing Data Science techniques to get higher revenue and in order to increase customer satisfaction in their respective businesses, which also influences Digital Marketing and online business. Considering these things, we have implemented a strategic methodology and conducted number of experiments on the same. Data Mining tools, algorithms and methods are closely related to Data Science and Data Engineering. Hence, we have used machine learning algorithms in our experiments. Facebook social media dataset is used in the work which influences all the experiments conducted. The data contains the advertisement details of user interactions on every post uploaded regarding cosmetic products. In the present work, we have proposed a novel framework for knowledge discovery from Facebook advertisement data using Data Mining techniques and methodologies. One of the experiments shows the comparison analysis of different Classification algorithms and in the experiment, we have used different Decision Tree classifiers and Naive Bayes Classifiers ...