Advanced machine learning approaches for marketing based on social login

J. M. Camacho Rodriguez, R. Naveiro, D. Ríos Insua

Social login is a usual procedure to register on several apps or websites that offer their services. Apart from making registration easier for new users, it supposes an unprecedented source of information about users. Companies can exploit these data for marketing purposes like identifying potential customers for new products or spotting groups with similar interests. In this presentation, we expose some advanced approaches based on Machine Learning that leverage social login data to enhance marketing campaigns and select better their target customers. We will discuss the benefits of ML techniques in this area and their mathematical background.

Keywords: Machine Learning, Marketing, Social Login, Target customers

Scheduled

Invited Session Math-In. Industrial Applications I
June 8, 2022  12:40 PM
Auditorium

Other papers in the same session

Bayesian predictive forecasting for retailing

B. Flores Barrio

An application of Bayesian methods in materials discovery

R. Naveiro, N. Campillo, M. Bernabei, G. Revilla-Lopez

Adversarial machine learning in financial applications

D. García Rasines, C. Guevara, S. Rodríguez, R. Naveiro

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