Research On Topic Tracking And Credibility In Microblogging Precision Marketing Platform

With the rapid development of Internet information, there comes out more and more application platforms and marketing methods. Microblog platform attracts a large number of users with its real-time, short text, convenient, low threshold and rapid dissemination of information characteristics, it also changes the way of people’s life and thinking, it has a significant change to the enterprise marketing strategy. A large number of enterprises carried out the brand marketing successfully which is based on microblog and other new network media, constantly develop and enrich the microblog platform marketing strategy means. It makes the way of enterprises marketing have more influence and appeal to users.At present, the microblog as a means of enterprise marketing, has the advantage of convenient, forms’three-dimensional, strategy diverse and propagation efficiency. With this, so many enterprises have the consciousness about microblog marketing with great value, but due to the microblog information overload, there are many misunderstandings, the consumer is hard to fixed position and the marketing assessment standard is not clear and other issues, those make microblog marketing is hard to achieve the expected effect. This paper did the research from the microblog platform characters and enterprise product marketing effect.This paper analyze the micro precision marketing platform according to the microblog data management, the intelligent communication officer selected and spread task management three aspects, and focuses on the intelligent communication officer selected portions. The paper mainly lies in:First, since the sparse data characteristics of micro-blog text, traditional topics tracking methods can only capture part of the topic micro-blog and accuracy is not high. At the same time, topic drifting problem will appear in the tracking process. In this paper, a method via cascaded conditional random fields for micro-blog topics hotspot tracking is presented to deal with the problem. Experiments show that this method get a accuracy up to 4.13% in comprehensive index measure compared to the traditional methods.Second, due to the mix and uncertainty of the microblog information data, the credibility assessment has difficulty to distinguish. In this paper, an argumentation graphical model for microblog credibility assessment is presented. The model assesses the credibility from argumentation point of view, intuitive and visualized to describe the argument deduction process by graphical model. Experimental results show that this model get a accuracy up to 6% in comprehensive index measure compared to the traditional methods.Finally, this paper design and analyze the precise microblogging marketing platform based on the above theoretical knowledge, the platform show the specific situation with visual way. This provides a comprehensive and intuitive display way for communication officer selected, task complete situation and achieve marketing effect.