Methods and Techniques for Segmentation of Consumers in Social Media

Los medios sociales han revolucionado la manera en la que los consumidores se relacionan entre sí y con las marcas. Las opiniones publicadas en dichos medios tienen un poder de influencia en las decisiones de compra tan importante como las campañas de publicidad. En consecuencia, los profesionales del marketing cada vez dedican mayores esfuerzos e inversión a la obtención de indicadores que permitan medir el estado de salud de las marcas a partir de los contenidos digitales generados por sus consumidores. Dada la naturaleza no estructurada de los contenidos publicados en los medios sociales, la tecnología usada para procesar dichos contenidos ha menudo implementa técnicas de Inteligencia Artificial, tales como algoritmos de procesamiento de lenguaje natural, aprendizaje automático y análisis semántico. Esta tesis, contribuye al estado de la cuestión, con un modelo que permite estructurar e integrar la información publicada en medios sociales, y una serie de técnicas cuyos objetivos son la identificación de consumidores, así como la segmentación psicográfica y sociodemográfica de los mismos. La técnica de identificación de consumidores se basa en la huella digital de los dispositivos que utilizan para navegar por la Web y es tolerante a los cambios que se producen con frecuencia en dicha huella digital. Las técnicas de segmentación psicográfica descritas obtienen la posición en el embudo de compra de los consumidores y permiten clasificar las opiniones en función de una serie de atributos de marketing. Finalmente, las técnicas de segmentación sociodemográfica permiten obtener el lugar de residencia y el género de los consumidores. ABSTRACT Social media has revolutionised the way in which consumers relate to each other and with brands. The opinions published in social media have a power of influencing purchase decisions as important as advertising campaigns. Consequently, marketers are increasing efforts and investments for obtaining indicators to measure brand health from the digital content generated by consumers. Given the unstructured nature of social media contents, the technology used for processing such contents often implements Artificial Intelligence techniques, such as natural language processing, machine learning and semantic analysis algorithms. This thesis contributes to the State of the Art, with a model for structuring and integrating the information posted on social media, and a number of techniques whose objectives are the identification of consumers, as well as their socio-demographic and psychographic segmentation. The consumer identification technique is based on the fingerprint of the devices they use to surf the Web and is tolerant to the changes that occur frequently in such fingerprint. The psychographic profiling techniques described infer the position of consumer in the purchase funnel, and allow to classify the opinions based on a series of marketing attributes. Finally, the socio-demographic profiling techniques allow to obtain the residence and gender of consumers.

American fishes; a popular treatise upon the game and food fishes of North America, with especial reference to habits and methods of capture, by G. Brown Goode...with numerous illustrations.

1st ed.

Importance of replication in microarray gene expression studies: Statistical methods and evidence from repetitive cDNA hybridizations

We present statistical methods for analyzing replicated cDNA microarray expression data and report the results of a controlled experiment. The study was conducted to investigate inherent variability in gene expression data and the extent to which replication in an experiment produces more consistent and reliable findings. We introduce a statistical model to describe the probability that mRNA is contained in the target sample tissue, converted to probe, and ultimately detected on the slide. We also introduce a method to analyze the combined data from all replicates. Of the 288 genes considered in this controlled experiment, 32 would be expected to produce strong hybridization signals because of the known presence of repetitive sequences within them. Results based on individual replicates, however, show that there are 55, 36, and 58 highly expressed genes in replicates 1, 2, and 3, respectively. On the other hand, an analysis by using the combined data from all 3 replicates reveals that only 2 of the 288 genes are incorrectly classified as expressed. Our experiment shows that any single microarray output is subject to substantial variability. By pooling data from replicates, we can provide a more reliable analysis of gene expression data. Therefore, we conclude that designing experiments with replications will greatly reduce misclassification rates. We recommend that at least three replicates be used in designing experiments by using cDNA microarrays, particularly when gene expression data from single specimens are being analyzed.

Optimisation of analytical methods for the characterisation of oranges, clementines and citrus hybrids cultivated in Spain on the basis of their composition in ascorbic acid, citric acid and major sugars

Three HPLC methods were optimised for the determination of citric acid, succinic acid and ascorbic acid using a photodiode array detector and fructose, glucose and sucrose using a refractive index in twenty eight citrus juices. The analysis was completed in <16 min. Two different harvests were taken into account for this study. For the season 2011, ascorbic acid content was comprised between 19.4 and 59 mg vitamin C/100 mL; meanwhile for the season 2012, the content was slightly higher for most of the samples ranging from 33.5 to 85.3 mg vitamin C/100 mL. Moreover, the citric acid content in orange juices ranged between 9.7 and 15.1 g L−1, while for clementines the content was clearly lower (i.e. from 3.5 to 8.4 g L−1). However, clementines showed the highest sucrose content with values near to 6 g/100 mL. Finally, a cluster analysis was applied to establish a classification of the citrus species.

An early archaeological example of tattooing from northwestern Alaska / James W. VanStone, Curator, North American Archaeology and Ethnology, Field Museum of Natural History, and Charles V. Lucier, Alaska Dept. of Fish and Game.

v.66:no.1(1974)