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Workshop on Engineering Applications

WEA 2020: Applied Computer Sciences in Engineering pp 60–70Cite as

Predictive Analysis and Data Visualization Approach for Decision Processes in Marketing Strategies: A Case of Study

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Part of the Communications in Computer and Information Science book series (CCIS,volume 1274)

Abstract

In this paper, we perform a new strategy for recommender systems in online entertainment platforms. As a case of study, we analyzed the reading preferences based on users of Goodreads, a social network for readers, to classify the books depending on their associated with variables as average rating, rating count, and text review count. Multivariate techniques cluster analysis and benchmarking for comparison of predictive models were used. Graphs and data are presented, allowing optimal evaluation of the number of clusters and the precision of models. Finally, we show the existence of groups of elements that can be forgotten by traditional recommendation systems, due to their low visualization on the platform. It is proposed to use promotional strategies to highlight these high-quality articles but with little visibility. All in all, consider the classification of books that predictive models can offer, it can favor the authors, readers, and investors of Goodreads, by the retention and attraction of users.

Keywords

  • Machine Learning
  • Predictive analytics
  • Data visualization
  • Recommender systems
  • Marketing strategies

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  • DOI: 10.1007/978-3-030-61834-6_6
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Author information

Authors and Affiliations

  1. Programa de Ingeniería Industrial, Universidad Tecnológica de Bolívar, Cartagena de Indias, Colombia

    Andrés García-Pérez, María Alejandra Millán Hernández & Daniela E. Castellón Marriaga

Authors
  1. Andrés García-Pérez
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  2. María Alejandra Millán Hernández
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  3. Daniela E. Castellón Marriaga
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Corresponding author

Correspondence to María Alejandra Millán Hernández .

Editor information

Editors and Affiliations

  1. Universidad Distrital Francisco José de Caldas, Bogotá, Colombia

    Juan Carlos Figueroa-García

  2. Infantry School of the National Colombian Army, Bogotá, Colombia

    Fabián Steven Garay-Rairán

  3. National University of Colombia, Bogotá, Colombia

    Germán Jairo Hernández-Pérez

  4. Corporación Unificada Nacional CUN, Bogotá, Colombia

    Yesid Díaz-Gutierrez

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García-Pérez, A., Hernández, M.A.M., Castellón Marriaga, D.E. (2020). Predictive Analysis and Data Visualization Approach for Decision Processes in Marketing Strategies: A Case of Study. In: Figueroa-García, J.C., Garay-Rairán, F.S., Hernández-Pérez, G.J., Díaz-Gutierrez, Y. (eds) Applied Computer Sciences in Engineering. WEA 2020. Communications in Computer and Information Science, vol 1274. Springer, Cham. https://doi.org/10.1007/978-3-030-61834-6_6

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  • DOI: https://doi.org/10.1007/978-3-030-61834-6_6

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