Design And Implementation Of Microblogging Marketing System Based On Data Mining Technology

With the rapid development of the Internet, we have quickly stepped into theinformation age. Network information, however, let us too busy to attend it all. Just takingSina micro-blog for example, there are more than half of netizens using micro-blog andgenerating hundreds of millions of micro-blogs. Confronted by such a huge market, howto mine data from potential customers has a unique attraction for the business.Combining with the status quo of micro-blog marketing, this article designs andimplements the microblogging marketing system based on data mining technology. Thesmart microblogging system has two objectives: first, search for potential customersprecisely; second, interact with customers. Owing to these two purposes, the systemconsists of two parts: the Fan-related Data Acquisition and Analysis Subsystem andMicro-blog Interactive Subsystem. The former mainly includes acquisition and analysis ofmicro-blog, micro-blog index analysis, fans attribute analysis, micro-blog propagationpath analysis, and social network analysis. The latter mainly concerns about potentialcustomers, recommends micro-blogs and friends to potential customers and comments orforwards the micro-blogs.Through transferring the API interface provided by Sina and Tencent micro-blogdevelopment platform, we get the raw data required by the system. Micro-blog short textpreprocessing uses the CAS ICTCLAS analysis system, extracts improved mutualinformation feature from the text, classifies the short text by using KNN sort algorithmand achieves the purpose of micro-blog interaction with the target users. According tofunction testing and result interpretation, the overall system has reached the desired goalswith a certain value in engineering applications.