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.
Palabras clave: Machine Learning, Marketing, Social Login, Target customers
Programado
Sesión Invitada Math-In. Industrial Applications I
8 de junio de 2022 12:40
Aula Magna
