2015 5th International Conference on Information Science and Technology (IClST)
April 24--26, 2015, Changsha, Hunan, China
An Advertising Analytics Framework Using Social
Network Big Data
Lei Deng
School of Computer
Northwestern Polytechnical University
Xi' an, China
Email: denglei@nwpu.edu.cn
Abstract-Since 2000, the Internet has become a primary
advertising and marketing channel for businesses. With the recent
advance of mobile computing and wireless networking, mobile
advertising is now becoming popular because mobile devices
provide an effective advertising platform. People today believe
that big data analytics provides new opportunities and needs
for advertisers. However, most existing advertisement solutions
primarily use Behavior Targeting (BT) technology to provide
static services, which cannot satisfy the real-time, fast big data
processing requirements. The purpose of this project is to develop
a new big data analytics service in advertising and marketing
based on emergent big data technologies, data mining algorithms,
and machine learning solutions. The primary objective of this
project is to provide real-time and static on demand services for
advertisers and publishers to decide when, what, where, who, and
how to place advertisements. In addition, this project requires
solutions to analyze the collected big advertising data, discover
customers behavior patterns, and establish an innovative model
for advertising recommendation and trend prediction. The system
will be developed based on advanced machine learning and data
mining algorithms, NoSQL database technologies, and visualiza­
tion techniques. This service will allow advertisers and publishers
to reduce their costs while improving their effectiveness.
Keywords-advertising analytics; social network; big data
I. INTRODU CTION
Business intelligence and analytics and the related field
of big data analytics have become increasingly important in
both the academic and the business conununities over the
past decade. Meanwhile, big data brings opportunities and
provides a solid foundation for advanced analysis and business
intelligence recommendation.
Many companies have started to use big data technology for
targeted advertising and marketing. Ad-placement companies
are building out their own systems to analyze consumer data
for better ad targeting, while other cloud-based startups, such
as Bloom Reach, are trying to take the guesswork out of
figuring out what content consumers really want to see on
commercial web sites with pure SaaS offerings. In academic
research fields, [1] built a personalized recommender system
for a user at a particular location based upon user's preference
learned from location history and employed collaborative fil­
tering model and used the data of both user's location and the
reviews of local people. [2] pointed that sparsely of the user­
item matrix is a big problem encountered by the collaborative
filtering recommender systems and thus, combined offline
978-1-4799-7489-4/15/$31.00 ©2015 IEEE
Jerry Gao
Computer Engineering Department
San Jose State University
San Jose, United States
Email: jerry.gao@sjsu.edu
modeling and online recommendation to provide proper rec­
ommendation for users. [3]employed Bayesian Networks and
an expert sets up the structure of Bayesian Networks and the
parameters are obtained from the training dataset. According to
[4], the rapid growth of email subscribers, web sites and news
groups requires effective filtering mechanisms, it proposed
a new filtering mechanism that combines the advantages of
content-based and collaborative filtering approaches. [5] use
time and space constraints to deduce user preferences and
perform complete location recommendation. [6] provided a
general introduction about big data, big data analytics and
popular big data analytics platforms in the marketing. [7] gave
a real case study that Hadoop was not good at real time big
data process and provided a customized in-memory data engine
to handle low-latency processing.
Although there is essential information in big data coming
from online and mobile applications, it is still not easy for
advertisers to find potential rules and opportunities hidden in
the high volume of data.
The goal of our work is to help and recommend to ad­
vertisers when, what, where, and how to place advertisements
based on the online advertising data to achieve the maximum
marketing values by utilizing big data analytics technologies.
This paper analyzes big data in the area of advertising
and marketing and to make intelligent marketing decisions.
Big data in the project are obtained from Twitter, Yelp,
Facebook, and other social network websites and applications.
Among the large amount of data, an algorithm focusing on
online advertising strategies for commercial products will be
generated to match the market need.
The primary technologies of big data, such as Mongo DB,
Zarkov MapReduce framework, Mahout machine learning of
clustering and classification, in memory database, artificial
intelligence, and data mining, will be applied into the system
to perform big data analytics. Because the approaches of
in-memory database technology are becoming increasingly
feasible, it potentially provides real-time analyses for big data
on marketing and advertising. The system will perform big data
analytics by using machine learning technologies to enable
companies to move away from intuitive advertising to data
based decision-making. As a result, machine learning and ar­
tificial intelligence are playing key roles to help create potential
values by providing enterprises with intelligent analysis of
advertising and marketing strategies, and to capture structured
interpretations of the wide variety of unstructured data from
social networks.
The objective of our approach is to analyze the big data
coming from social network websites and applications in the
area of advertising and marketing. With customized parameters
and business intelligence applied to the formula, the outcome
will analyze advertising big data and make marketing deci­
sions. The system will help and reconunend to advertisers
when, what, where, and how to place advertisements based on
the online advertising data to achieve the maximum marketing
values by utilizing big data analytics technologies.
As a result, the proposed solution will achieve the most
effective business profits in commercial products of advertising
and marketing by finding a good strategy based on big data
analytics.
II. BACKGROUND AND RELATED WORK
Based on a study from IBM, as of 2012, every day 2.5
quintillion (2.5* 1018) bytes of data are created. This big data
brings challenges to both business analysts and information
technology practitioners.
There are a few of the many techniques used in big
data analytics including association rule learning, data mining,
cluster analysis, crowdsourcing, Machine learning, text analyt­
ics, classification, data fusion, network analysis, optimization,
predictive modeling, regression, special analysis, time series
analysis, and others. So, which ones are used depends on the
type of data being analyzed, the technology available to you,
and the research questions you are trying to solve.
Nowadays, online advertising market grows fast, unlike
traditional advertising system, it focus on publishing the certain
advertisement to certain group of people, besides, those online
advertisements can be published on several places which
means multiple screens, for example, PC, mobile phone, tablet
and Internet TV.
[8] provided a specific fast data processing framework
called MapUpdate. Similar to the Map-Reduce framework, the
MapUpdate has two major components: Map and Update. [9]
proposed a novel approach to provide suggestions by analyzing
session and concept based query. In order to support efficient
pattern mining, they developed a new cluster queries mining al­
gorithm with a new data structure concept sequence suffix tree.
[10] provided a big data visualization and analytics platform
called Stat! to support exploratory query so that it can empower
users an interactive tool for fast development and feedback.
[11] introduced Big Data ecosystem, especially data pipeline
architecture, at LinkedIn. It used the Kafka to persist data into
the offline system, then constructed and executed the data.
Finally, the analyzed data were sent back to the online system.
[12] provided a new temporal algorithm to solve the limitations
for BT-style applications that deal with temporal data. Those
limitations include not easy to transform query into temporal
one and hard to analyze data in real time mode. In order to
improve temporal query against the traditional BT application,
a new architecture called Timer is proposed. [13] proposed
an emerging practice of Magnetic, Agile, and Deep (MAD)
data analysis approach as a radical departure from traditional
Enterprise Data Warehouses and Business Intelligence. The
key concept of the MAD data modeling is to add data into
warehouse timely and analyze the data intelligently through
a three-layer approach. [14] provided a Look-Alike Modeling
framework to expand segment membership using a novel high­
dimensional distributed algorithm based on frequent pattern
mining. It only focuses on audience segmentation classification
optimization, not cover other areas.
III. SYSTEM OV ERVIEW
This section first introduces the primary functions and key
roles for this system, and then presents the overall architecture
of the proposed system.
A. Preliminary
There are two primary functions for this system.
• Provides static and real-time recommendation to ad­
vertisers based on the statistic geo-location informa­
tion and real-time advertising performance informa­
tion.
• Analyze product/brand feedback and evaluate adver­
tising performance: It will enable advertisers to query
existing product and brand feedback from social me­
dia, and evaluate advertising performance after an
advertisement is placed.
There are two main user roles in our system: administrator
and advertiser. System administrator can perform the following
operations.
• View and approve the new users registrations
• View edit the users in the system
• Control data sources of the system
Advertiser is the system main user. The following is the
primary responsibilities.
• Input product information based on system require­
ment
• Select the data sources for advertisement evaluation
• Select the strategy for the product advertisement
Users can get the recommendation results once they finish set­
ting up their products information, the results will be visualized
by radar chart and several locations will be shown the map to
help user to make their decisions. After they applying systems
recommendation, they also can review their products feedback
changes in the AD Feedback component; several charts will
be used to illustrate the differences between applying the
recommendation strategies before and after. Meanwhile, we
also allow users to configure the feedbacks data resources in
the data configuration component. Several data sources are
provided, like Facebook, yelp, and twitter. In the future, more
cooperating social media companies will be added. Another
important component is AD Management, user can do the
view, edit, and delete operation to each their inputted product.

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Fig. 1. System Architecture
B. System Architecture
The following is the proposed technical solution architec­
ture. In this solution, there are five primary components: user
interface, data collection, database, map-reduce solution, and
machine learning/data mining algorithms.
1) Data retriving: There are two major big data sources.
One is from social media, such as Twitter, Yelp and Facebook.
Another is from tracking data of existing advertising publishers
such as Yahoo and Putara. The data will be collected through
published web services APls from social medial and existing
publishers. For data collection service, Yelp, Twitter and
Facebook data fetch API are available to implement for the
system to collect data. By registering with developer service
account, data from Yelp and Twitter can be obtained. Follow
the best practice, our data collection APls are designed to
be Restful web services based and they are explored to third
parties components. Yelp academic dataset is also obtained
from Yelp in order to collect big size data used in the next
step processing in our system. The academic data is coming
from state of Arizona with users reviews, ranking, and business
objects data.
2) Data storage and Map-Reduce Computing: MongoDB
is chosen as the persistence database after comparing them
with various other database options. MongoDB is used for
historical persistence data processing: It will be used for
advanced analysis based on the persistent historical data. The
typical applications can be long-term advertising and mar­
keting tread recommendation, report, performance analysis.
MongoDB is an open-source NoSQL document database with
the strengths at high performance unstructured data analysis
and high scalabilities.Combining with the in-memory database
Redis, various classifying algorithms will be used to mine
big data and generate reasonable results. The natural language
process (NLP) and sentiment analysis technologies will also
be used to process the data from social media such as Twit­
ter.MongoDB is an open-source NoSQL document database
with the strengths at high performance unstructured data
analysis and high scalabilities. MongoDB has strong eshading
capability to enable a horizontal partition in a database. As a
result, it supports load balance and fault tolerance. It has built-
in aggregation and map-reduce support, which make its data
processing capability stronger.
3) Ads Analytics and Recommendation Service and Al­
gorithms: Combining with the in-memory database Redis,
various classifying algorithms will be used to mine big data
and generate reasonable results. The natural language process
(NLP) and sentiment analysis technologies will also be used
to process the data from social media such as Twitter.
Meanwhile, in this project, both classification and clus­
tering algorithms will be used. The key to achieve excellent
effectiveness of machine learning is to use multiple algorithms
together and train the model by using large amount of input
big data.
In the system, this probabilistic framework for texts needs
to be investigated as well as the na?ve Bayesian equations of
their classification in order that equations and models suit the
business needs.
There are two primary categories for recommendation. One
is content-based recommendation. Another is collaborative
filtering reconunendation.
In this advertising recommending system, the statlstlc
based collaborative filtering recommendation approach will
be used. By using the statistic information in one area, an
advertisement will be recommended to one area or many
advertisements in one area will be ranked for reconunendation.
Weka is an open source machine learning toolkits de­
veloped at the University of Waikato, New Zealand. In this
project, the Weka machine learning toolkits will be used for
all chosen machine learning algorithms: Naive Bayesian, SVM,
and decision tree.
IV. SYSTEM DESIGN AND IMPLEMENTATION
A. Client Design and Implement
There are two roles in this system, one is advertiser and
another is administrator.
Administrator role is set for system owner to manage the
system, its major job is for adding, editing, and delete users.
I can approve or deny the advertiser registration request. In
the next version, more features will be added, currently, it
just can only show the information of advertiser, we link
the advertisers advertisements or products information, which
will easily for administrator to manage all the advertisers and
products profile. We link the advertisers advertisements or
products information, which will easily for administrator to
manage all the advertisers and products profile.
Advertiser role is set for the system regular use. When
user logged in as an advertiser first time, system will provide
user a wizard to help him finish the first time product set up.
As it shown in the diagram, there are four major components
for advertiser, which are AD planning, data configuration, AD
management, and AD feedback.
B. Middle-Tier Design and Implement
1) System Call Design: Sequence diagrams for Big Data
Analytics Service System for Advertising and Marketing are
introduced as figture 3.

Fig. 2. Advertiser Navigation
Fig. 3. Real time data analytics and recommendation for advertisers
2) Advertisement Effective Analysis Design:
a) Machine Learning Sentiment Analysis Design: The
following is the machine leaning based sentiment analysis
flow. Three classification algorithm (Na?ve Bayes, SVM and
Decision Tree) will be used to classify the sentiment result.
The following most common components will be used when
using Weka to implement related machine learning algorithms.
• Instances: This is the input data.
• Filter: This is used to preprocess the data.
• Classifier/Clusterer: This is the classifying and clus­
tering algorithm used process data.
• Evaluating: This is used to evaluate the algorithm
effectiveness.
• Attribute selection: This is used to remove irrelevant
attributes from the input data.
b) Untrained Sentiment Analysis Design: Untrained
sentiment analysis approach utilizes different set of key words
to decide whether a sentiment is positive, negative or neutral.
The following is the high level algorithm description:
• Remove noise words from one statement (one twitt or
one Yelp comment in our case)
• Now, only left negation words, value words, and
emoticons. Emoticons are treated a value words, be­
cause they are included as part of the value words
list with weights. The classifier goes through the list
of words summing the weight of each value word in
the statement. If it comes across a negation word, it
changes the sign of weight of the next value word.
• After iterating through all the words in the statement,
the classifier will generate a value of the total weight
of the statement. If the value is greater than zero,
the statement is classified as a positive statement. If
the value is less than zero, the statement is classified
as negative; Otherwise, the statement is neutral if the
value is zero. The challenges for this approach is to
find appropriate word sets for stop words, negation
words and sentiment value words. In addition, these
word sets are domain sensitive. For example, word
forward will be a quite valuable one in Advertisement
industry, but not in other industry like Chemicals.
After investigation and testing, the following key word set are
chosen based on their generalization and good test result.
• Sentiment Value Word Set: Adaptive Fuzzy Inference
Neural Network (AFINN) is chosen. AFINN provides
a static list of 2477 English words and weights that
can be used for sentimental analysis.
• Stop Word Set: Use the Generic stop word
sets from the University of Notre Dame
(http://www3.nd.edu/ mcdonaldIWord_Lists.html).
• Negation Word Set: The conunonly used negation
words such as aren't, cant are chosen.
3) Recommendation strategies Algorithm: There are three
types of advertisement strategies: Synthesis Index Strategy
(SIS), Single Index without weight Strategy (SlOWS), and
Single Index with weight Strategy (SIWWS).
a) Synthesis Index Strategy (SIS) Algorithm: It uses
the spider diagram area as a whole to decide whether a
recommendation is suitable.
First, the Advertisement Preference Meter Area (APMA)
for each product at the evaluating time is calculated by using
the following formula.
n
APMA(P,t) = L (0.5 * Pi * P(i+l)/(n+l) * sin(21fln))
i=l
(1)
In formula (1), Pi represent different preference attribute for
each product P at the evaluating time t. n is 9 in this case.
Second, the Demographic Baseline Meter Area (DBMA) for
each location in the census year is calculated by using the
following formula.
n
DBMA(L,y) = L (0.5 * di * d(i+l)/(n+l) * sin(21f In))
i=l
(2)
In formula (2), di represent different demographic baseline
attribute in one area L at the evaluating year y. n is 9 in this
case.
 Third, the difference between APMA(P,t) with DBMA(L,y)
in each area will be calculated.

DIFF(P,L) = APMA(P,t) - DBMA(L,y) (3)

The location with the smallest difference between APMA(P,t)

with DBMA(L,y) will be recOlmnended.
b) Single Index without weight Strategy (SlOWS) Algo­
rithm: It uses the distances on the nine dimensions between
the advertisement profile and area dimensional baseline as the
recommendation justification. In general, the smaller the dis­
tances are, the higher ranking the advertisement is. It does not Fig. 4. Advertisement Spider Diagram
use any weight point for each dimension and each dimension
plays equal important role for the final recommendation. .,.

.,,""""
n

L IPi - dil
DIFF(P,L) =
i=_l
_ __ _ (4)
n

In formula (4), di represent different preference attribute for

each product P at the evaluating time t. di represent different
demographic baseline attribute in one area L at the evaluating
year y. n is 9 in this case. The location with the smallest
difference between each attribute of product preference and
demographic baseline will be recommended.
c) Single Index with weight Strategy (SIWWS) Algorith­
m: It is similar as the SlOWS approach. The difference is it
adjusts the distances by using the user defined variable weight.
n
DIFF(P,L) = L IPi - dil * Wi (5)
i=l
In formula (5), Pi represent different preference attribute for
each product P at the evaluating time t. di represent different
demographic baseline attribute in one area L at the evaluating
year y. Wi is the weight point for each attribute. The total
weight of all attributes is 100%. n is 9 in this case. The
location with the smallest weight-adjusted difference between
each attribute of product preference and demographic baseline
will be recommended.
4) Recommendation System Design and Implement:
a) Recommendation Algorithm Design: The system
will use spider diagram as a tool to define recOlmnendation
strategies. A spider diagram is also known as radar chart,
which is usually denoted as an irregular polygon. It can
be used to display multiple variables/dimensions in a two
dimensional chart to express the whole pictures of a system.
The following is a spider diagram example used in this big data
analytics for advertising and marketing system. In the location
based advertising recommendation model, a radar chart will
be used to determine advertising recommendation strategy. In
this radar chart, each axe is used as an indicator to present
one advertising dimensional feature such as age and income.
To provide a recommendation, two irregular polygons will be
used in a radar chart. One polygon is Demographic Baseline
Meter, which is denoted as DBM(L, y). It is used to present
the demographic character in one location (L) at the evaluation
year (y). For example, in the figure 4, the yellow polygon
represents the demographic character in the location San Jose
at the year 2010. Another polygon is Advertisement Preference
Meter, which is denoted as APM(P, t). It is used to present
the advertisement preference character for a product (P) at the
Fig. 5. Feedback Through Twitter
evaluation time (t). For example, in figure 4, the grey polygon
represents the advertisement preference character for LG TV
at the time August 10, 2013.
b) Recommendation Strategy Making Steps: The fol­
lowing is the steps for a recommendation strategy.
• Define an advertisement profile by an advertiser. The
profile includes the following nine variables: Age,
Education, Gender, Income, Weather, Ethnicity, Race,
Population, and House. In addition, the advertisers can
input the weight point for each variable. By default,
the weight point for each variable is same.
• Fetch demographic baseline information for each area
in the database. It will use the same nine variable
directions as stated above.
• Choose one strategy from SIS, SlOWS, and SIWWS.
• nine variables: Age, Education, Gender, Income,
Weather, Ethnicity, Race, Population, and House. In
addition, the advertisers can input the weight point
for each variable. By default, the weight point for each
variable is same.
• Apply the chosen strategy against the specific adver­
tisement preference profile and demographic baseline
metadata and make a recommendation.
5) Experiment evaluation: At advertisement homepage,
user also can do edit or delete operation on their input
advertisement. Once user push Recommend button, it will
direct to advertisement recommend page, the result is shown
in both Spider Diagram and Google Map,shown by figure 5.
After an advertisement is placed, the advertiser can get
advertisement feedback through Twitter and Yelp. The result
is shown by figure 6.

Fig. 6. Advertisement Effectiveness Analysis
V. CONCLUSION
This paper presented a novel approach to location based
ad recommendation system using the current state of art
technologies. The project provides a decision based approach
to handle various use cases associated with pushing relevant
ads towards the end-users. The objective of the project is to
undergo the whole process of complete testing and bench­
marking which would enable us to put forward a scalable
big data ad processing platform in the current market. The
project also provides a pilot data analytics approach for the
merchants to view their end-users. Once the experimentation
of this approach is beta-tested based on the reviews of the
merchants, we would improve the data analytics component
of our system.
The scope of the current project is very large. A lot of
features can be added to the system and made more feature
rich and more scalable to deal with real-time data. Currently
our system handles only offline modeling and training but as
the system scales we intend to provide online modeling and
training of datasets to provide an enriched user experience.
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