Effects of training datasets on both the extreme learning machine and support vector machine for target audience identification on twitter

• Main Authors: LO, Siaw Ling, CORNFORTH, David, CHIONG, Raymond
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Extreme learning machine; Support vector machine; Machine learning; Target audience; Twitter; Social media; Data Storage Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/4785; https://ink.library.smu.edu.sg/context/sis_research/article/5788/viewcontent/10.1007_978_3_319_14063_6_35.pdf
• Institution: Singapore Management University

The ability to identify or predict a target audience from the increasingly crowded social space will provide a company some competitive advantage over other companies. In this paper, we analyze various training datasets, which include Twitter contents of an account owner and its list of followers, using features generated in different ways for two machine learning approaches - the Extreme Learning Machine (ELM) and Support Vector Machine (SVM). Various configurations of the ELM and SVM have been evaluated. The results indicate that training datasets using features generated from the owner tweets achieve the best performance, relative to other feature sets. This finding is important and may aid researchers in developing a classifier that is capable of identifying a specific group of target audience members. This will assist the account owner to spend resources more effectively, by sending offers to the right audience, and hence maximize marketing efficiency and improve the return on investment.