1Intelligent Database Systems Lab

國立雲林科技大學National Yunlin University of Science and Technology

Mining Social Networks Using Heat Diffusion Processes for marketing candidates selection

Hao Ma, Haixuan Yang, Michael R. Lyu and Irwin King

CIKM, 2008.

Reported by Wen-Chung Liao, 2009/10/6

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Intelligent Database Systems Lab

N.Y.U.S.T.

I. M.Outlines

Motivation Objectives Diffusion models Marketing candidates selection algorithms

and their complexity Empirical analysis Conclusions Comments

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Intelligent Database Systems Lab

N.Y.U.S.T.

I. M.Motivation

Due to the complexity of social networks, few models exist to interpret social network marketing realistically.

Studies of innovation diffusions, they were descriptive, rather than predictive─ they are built at a very coarse level, typically with only

a few global parameters─ and are not useful for making actual predictions of the

future behavior of the network.

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Intelligent Database Systems Lab

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I. M.Objectives

Model social network marketing using Heat Diffusion Processes.

Presents three diffusion models, along with three algorithms for selecting the best individuals to receive marketing samples.

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Intelligent Database Systems Lab

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I. M.HEAT DIFFUSION MODELS The process of peopl

e influencing others is very similar to the heat diffusion phenomenon.

In a social network, the innovators and early adopters of a product or innovation act as heat sources.

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I. M.Diffusion on Undirected Social Networks G = (V,E)

G = (V,E)• V is the vertex set, and V = {v1,

v2, . . . , vn}.• E is the set of all edges (vi, vj ).• fi(t) describes the heat at node vi

at time t• fi(0) initial value. • f(t) denotes the vector consisting

of fi(t).• M(i, j, Δt): amount of heat from n

ode j to node i during a period Δt

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Intelligent Database Systems Lab

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I. M.

Diffusion on Directed Social Networks

Diffusion on Directed Social Networks withPrior Knowledge

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Intelligent Database Systems Lab

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O(N(PM+N +N logN))

O(N(PM +N +kd))

O(kN(PM +N +d))

Marketing candidates selection

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Intelligent Database Systems Lab

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I. M.EMPIRICAL ANALYSISEpinions• maintains a “trust” list which presents a network of tr

ust relationships between users,• product categories, “Kids & Family”• 75,888 users, and 508,960 edges• the initial heat vector f(0), choose N/k• the thermal conductivity value α, set α= 1• the adoption threshold θ, set θ = 0.6• t = 0.10, t = 0.15 and t = 0.20, unit???Scenario: • 1 to 20 product samples (k =20) • the marketing candidates? • performance (measured by the value of coverage) ?

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Intelligent Database Systems Lab

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I. M.EMPIRICAL ANALYSIS

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Intelligent Database Systems Lab

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I. M.Conclusion

Propose a social network marketing framework which includes three diffusion models and three marketing candidates selection algorithms.

Model social network marketing as realistically as possible

Can defend against diffusion of negative information,

This framework is scalable.

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I. M.Comments

Advantage─ Realistic & scalable.─ Defend against diffusion of negative

information Shortage

─ Static social network. My opinion: