case study

User Segmentation and Profiling on Global Microblogging Platform

Media & Entertainment

Business Impacts

Data-driven identification of high-value user accounts

Notable increase in user engagement

Individual focus on different user groups

Customer Key Facts

  • Country : United States
  • Size : 7500+ Employees
  • Industry : Social Media
  • About : The client is a leading global
    social media platform that allows users
    to make posts using limited number of words

Determine high-performing social media users and posts

The California-based global microblogging and social networking website company wanted to segment its users based on certain markers and attributes that drive the growth of an account or a post.


  • Inconsistency in variables
  • Difficulty in identifying accurate drivers and attributes to predict superusers
  • Identifying a model that guarantees the accuracy of data

Technologies Used

Google BigQuery

Google BigQuery

Google Cloud Function

Google Cloud Function

Google Cloud Storage

Google Cloud Storage

Google Cloud Dataflow

Google Cloud Dataflow




Quantiphi developed an end-to-end solution leveraging the clustering model to segment users with similar behavioral attributes into groups.

Extensive driver's analysis was performed to identify the metrics and attributes that have a propensity to drive post and follower growth.

A custom UI was then built to display different clusters that were created using the clustering model.


  • Identifying high-value user accounts for better targetting of customers
  • Grouping users based on custom requirements
  • Significant increase in user engagement

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