Show simple item record

dc.coverage.spatialColombiaspa
dc.creatorSanchez Riaño, Vladimir
dc.creatorDíaz, César
dc.creatorLudeña, Carenne
dc.creatorSuárez Báez, Liliana Catherine
dc.creatorSojo, Jairo
dc.date.accessioned2020-04-21T14:50:21Z
dc.date.available2020-04-21T14:50:21Z
dc.date.created2018
dc.identifier.otherhttps://link.springer.com/chapter/10.1007/978-3-030-01535-0_4
dc.identifier.urihttp://hdl.handle.net/20.500.12010/8887
dc.description.abstractIn today’s world, advertising has become one of the most important aspects of modern life and has impacted society in many ways. We could say, that it has become embedded (even surreptitiously) into the human symbolic universe. On the other hand, social networks play an almost ubiquitous role both in message production and transmission, as well as providing unique insights not readily available through other channels. It is only natural then, to develop strategies capable of automating information retrieval and processing. Our main goal is the construction of an automated process for the constitution of an advertising strategy based on the use of social network data and user provided information. The underlying model considers text mining algorithms along with an innovative content-based decision process constructed in terms of theoretic-semiotic assumptions of pragmatism of Charles Sanders Peirce. We describe a practical application of the proposed methodology in order to obtain the required insights for the future construction of the advertising strategy of an academic institution in Colombia based on Facebook, Twitter and student-surveys as a first step in the development of an automated solution.spa
dc.format.extent15 páginasspa
dc.format.mimetypeimage/jepgspa
dc.publisherUniversidad de Bogotá Jorge Tadeo Lozanospa
dc.subjectAutomated advertisingspa
dc.subjectSocial networksspa
dc.subjectData analyticsspa
dc.subjectBig Dataspa
dc.titleTowards automated advertising strategy definition based on analyticsspa
dc.type.localArtículospa
dc.subject.lembPublicidad -- Investigacionesspa
dc.subject.lembRedes sociales en líneaspa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersionspa
dc.rights.localAbierto (Texto Completo)spa
dc.identifier.instnameinstname:Universidad de Bogotá Jorge Tadeo Lozanospa
dc.identifier.reponamereponame:Repositorio Institucional de la Universidad de Bogotá Jorge Tadeo Lozanospa


Files in this item

Thumbnail
Thumbnail

This item appears in the following Collection(s)

Show simple item record