User Segmentation and Profiling on Global Microblogging Platform
Media & EntertainmentBusiness 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.
Challenges
- 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 Cloud Function
Google Cloud Storage
Google Cloud Dataflow
Kubeflow
Solution
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.
Results
- Identifying high-value user accounts for better targetting of customers
- Grouping users based on custom requirements
- Significant increase in user engagement
