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NATIONAL RESEARCH UNIVERSITY HIGHER SCHOOL of ECONOMICS Faculty of Business and Management School of Business Informatics Author: Daniil Pronin MASTER THESIS Master's programme Big Data Systems DEVELOPMENT OF SOFTWARE FOR MARKETING ANALYSIS AND INTEREST ANALYSIS IN VKONTAKTE SOCIAL NETWORK WITH APPLICATION OF LINK ANALYSIS Moscow 2016 CONTENTS to monitor and analyze of social networks; to forecast and control social networks Monitoring includes raw data retrieval and structuring.
User profiles, connections, posts and messages are accumulated.
The opportunities of the system are much defined by the variety of the data used and by the processing mode. Which support real-time monitoring, are harder to implement, than the systems, which use retrospective data collection. First of all, it is the calculation of basic indicators, which allow to answer simple quantitative questions like how many messages has the user A posted.
Then the detection of statistical and structural patterns in data gives an understanding of social network type.
Forecast is available if a mathematical model is identified.
The rank of similarities would be useful for targeted advertisement in Vkontakte social network, considering the appearance of the features like direct conversation between user and organization (which has a type `group' in vkontakte) and the opportunity for organizations to post goods and prices on group's page.
The assumptions for this research are next: the more common interests and friends the observed profile has with input user, the more rank of similarity is; the stated in profile interests are actually the interests of a user; an organization running the program has the Vkontakte id of the customer, which has recently purchased the product/ the service; the target audience of a product/ service is not restricted (it is not construction materials, specialized equipment etc.) .
The remainder of this thesis is organized as follows: Task Definition presents the major goal of the research and tasks for the goal completion.
Then Theoretical Background brings the historical summary of the development of social networks theory and social network services.
After historical summary main concepts and conditions of social networks are described and related works are overviewed.