Social network data analytics for market segmentation in Indonesian telecommunications industry

Abstract

Understanding market segmentation is a crucial aspect for business organizations to survive in high competitive environment. Traditional approach relies on sampling methodologies to gather demographic and other specific properties of market segment is considered expensive. The need of real-time decision making force us to adopt the new approach, which is taking advantage of social media data. In this paper, we investigate the conversation about specific product of telecommunication industry in social media Twitter. We use social network analysis methodology to identify group formation based on those conversations. By using social network to perform data analytics activities, we call our approach as Social Network Data Analytics based on community detection methods. Our result will show how many group formed, how many actors involved on each group, and with qualitative analysis we also have knowledge about the topics on each group formed and the attitude toward product.