Indentifying Influencers of Consumer Activity: A Case Study in Predictive Modeling

Year: 2014       Vol.: 63       No.: 1      

Authors: Angela D. Nalica; Joseph Ryan G. Lansangan

Abstract:

Marketing activation usually entails a universal blast of information to all consumers. Oftentimes, only a small proportion of the consumers react positively to such activation, resulting to waste in marketing expenses. If a circle of influencers can be identified for certain events or phenomena, then such activities can be focused into a group of factors or individuals, thus, optimizing the outcomes. With the identification of such group of influencers, resources for strategic optimization of outcomes can be allocated efficiently. A usage database is used to identify consumers who could initiate or influence the complex dynamics of consumer behavior. The data mining process of clustering, sampling, aggregation, modeling, and validation are used to mine such information from the database.

Keywords: logistic regression, segmentation, influencers, consumer behaviour, customer relationship management

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