Paper Info
Title
CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information.
Abstract
The enabling of geo-localization for Social Media content opens the door to a new set of applications based on the voice of the customer. For any company it is critical to understand both their own and their competitors’ strengths and weaknesses in all locations where they offer a service. With this motivation we created a Customers Acquisition and REtention system based on SOcial MEdia (CARESOME). Our system extracts and separates all social media interactions in a given location by market player and communication purpose and quantifies the impact of each single interaction over a given time period. To model the impact of the social media interactions, CARESOME relies on a set of metrics based on both intrinsic and extrinsic components—including Entity Engagement Index, Differential Perception Factor, Tie-Strength and Number of Exposed users—. In addition to the definition of our impact quantification metrics, we provide a thorough discussion about the design decisions taken to build our system. To illustrate the behavior of our system, we show-case a real world scenario from the airline industry based on two major airports in Great Britain.
Year
DOI
Venue
2015
10.1016/j.knosys.2014.12.033
Knowledge-Based Systems
Keywords
Field
DocType
Intrinsic impact,Extrinsic impact,Social CRM,Customers retention,Customers acquisition,Localized social media,Ubiquitous insights
Social media,Voice of the customer,Computer science,Knowledge management,Artificial intelligence,Social CRM,Strengths and weaknesses,Perception,Machine learning,Instrumental and intrinsic value,Competitor analysis
Journal
Volume
ISSN
Citations 
80
0950-7051
19
PageRank 
References 
Authors
0.71
43
5
Name
Order
Citations
PageRank
Juan Bernabé-Moreno1832.74
A. Tejeda-Lorente21253.57
Carlos Porcel345024.12
Hamido Fujita42644185.03
Enrique Herrera-Viedma513105642.24