DEPARTMENT OF ELECTRONICS AND COMMUNICATION ENGINEERING

Seminar Work Presentation

on

Digital Media Marketing using Trend Analysis

On Social Media
Presented by:
Saima Sadaf
USN:
4AD16EC060
Under the Guidance
of Ms. Anupama
Shetter Assistant
Professor
 CONTENTS
Introduction
Challenges with the Previous Methods
Comparison
Proposed System
Methodology
Algorithm Employed
Working Principle
Advantages
Applications
Conclusion
References
 INTRODUCTION
The flaw in the previous system was that it hits every sector of
society.
To counter this flaw, marketers decided to use the biggest
platform in today’s world.
Where there are people, there are potential customers, to
engage with that potential customer base social media
marketing is used.
The services need to reach the desired customer who would
utilize them.
The colossal task is to distinguish them as their potential
customer.

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 Challenges With The Previous Methods

Cluster Analysis of Twitter Data: A Review of

Algorithms
This paper performs a comparative analysis on approaches
of unsupervised learning.
A comparison of some parameters was conducted.
The conclusion reports that the use of unsupervised learning
in mining social media data has several weaknesses.

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 Continuation
Convolutional Neural Networks for Sentence
Classification
A simple CNN with little hyper parameter tuning and static
vectors can achieve excellent results.
Learning task-specific vectors through fine-tuning offers
further gains in performance.
It allows the use of both vectors.
The CNN models discussed here include sentiment analysis
and question classification.

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 Continuation
Text Classification using Artificial Intelligence
Its a new algorithm for text classification using AI
technique.
Instead of using words, word relation is used to derive
feature set from pre-classified text documents.
The concept of naïve Bayes classifier is then used on
derived features.
Finally only a single concept of genetic algorithm is added
for final classification.
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Why this System?
Existing System Proposed System

No personal engagement Personal engagement.

Not a specific demographic Specific demographic

CNNs and Naïve Bayes have

MLP has faster execution time
slower execution and lower
and better accuracy
accuracy

No historical data Historical data

Single platform Multiple platforms

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 Proposed System
 It will have details of customer base they can target and excel
by increasing the Conversion Rate.
 The conversion rate increases as the system maintains a copy
of historic data which include both local and global data.
 The ‘Generate Data’ request from the client would query the
required responses from both APIs and central database.
 It satisfies the historic data need required for analytical
purposes.
 It able to respond to the instance requests.
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 METHODOLOGY

Fig. 1 Proposed System

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 MLP – Multi Layered perceptron
• A logistic regression classifier where
input is transformed using a learnt non-
linear transformation.
• This projects the input data into a space
where it becomes linearly separable. Fig. 2 MLP

• It is a supervised learning algorithm MLP trains on two arrays:

that learns a function F by training on a 1. Array X of size n
dataset.
samples and features
• For a set of features and a target, a non-
2. Array y of size n
linear function approximation can be
samples.
learnt.
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 Working Principle

• It divides the users based on the data into multiple classes.

• The users would be classified into different categories based on
the preferences.
• The sufficient data for classification is obtained from the APIs
from all the three platforms.
• It is integrated and combined for a specific user, the user is then
accordingly classified on the basis of the analysis performed.
• The classification is done using the classifier algorithm.

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 Advantages
 Better personal engagement and group targeting.
 Reduces the number of API calls.
 There is user diversity.
 Resolves the issue of users targeted for a specific
geographical area.
 Provides a unique historical view of the data acquired and
gathered from various social media platforms.
 Ensures the abundance of data.
 Targets only most interesting audience.
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 Applications

 Reaches people to where they spend their time and money

i.e., social media.

 Levels the playing field for small business.

 Integrates marketing with mobile technology.

 Advertising Field and Entertainment.

 Shopping, health care and fitness.

 Online Bookings.

 Education.
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 Conclusion
 This would help digital marketers, firms or freelancers to have a
personalize engagement and help them to generate a much more
insight full marketing campaign.
 By using the hash-tag for profile analysis such that they are
classified into various classes and this would help clients to
increase their per capital yield over a paid digital marketing
campaign.
 It would be helpful in a better lead generation, increase the
number of sales and develop a great business relation within the
community.
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 References

1. Noufa Alnajran, Keeley Crockett, David McLean and Annabel

Latham , “Cluster Analysis of Twitter Data: A Review of
Algorithms”, Manchester Metropolitan University.
2. Yoon Kim, “Convolutional Neural Networks for Sentence
Classification” New York University.
3. S. M. Kamruzzaman, “Text Classification using Artificial
Intelligence” University of Rajshahi.
4. Syrine Ben Driss, M Soua, Rostom Kachouri, Mohamed Akil, “A
comparison study between MLP and Convolutional Neural
Network models for character recognition”, ESIEE Paris.

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THANK YOU