Targeted advertising using behavioural data and social data mining

Abstract

The explosive growth of social networks has led to prolific availability in customer tastes and preferences. This data can be exploited to serve the customers better and offer them the advertisements they would be delighted to see. To provide relevant advertisements to consumers, one has to consider the location of the consumer as well. The consumers will be highly contented if the offers shown to them are easily accessible in nearby areas. In this paper, we propose a model combining the idea of social and spatial data to provide targeted advertisements. Social data is acquired through user's Facebook profile and location of the user is found with the help of Beacons.