Abstract: The main goal of this article is set to demonstrate how collective intelligence application software works and can be used for advertising purposes. Following this objective, it is aimed to optimize advertising in (social) media for a company or enterprise by using collective intelligence software. To this end, the Wisdom Professional software from MicroStrategy? Company is utilized to derive required information. These data are kind of raw data that are derived from the information of Facebook users that are collected in Wisdom Professional. Wisdom Professional includes Facebook information of millions of people such as demographic, geographic, psychographic information and so on. The information of Facebook users in Wisdom Professional are considered to be representative information of the whole population in a sense that what is observed in this sample (i.e. Facebook users in Wisdom Professional) can be extended and generalized for the whole customer population. The data derived from Wisdom Professional are further processed by means of different methods to demonstrate the best possible advertisement options for a specific enterprise. The two utilized methods are Popularity oriented and lift factor methods. The results of analyses reveal that both methods provide with reliable and consistent outcome. As for the application part of this article, Coca-Cola? Company is considered to be the chosen case study. Coca Cola fans’ information are analyzed in Wisdom Professional to provide best possible advertising channels that this company could benefit by advertising its product in those channels.

Keywords: collective intelligence, Wisdom Professional, advertising, social media

ACM Classification Keywords: H.4.2 Information Systems Applications - Types of Systems - Decision support

Link:

ANALYZING THE COLLECTIVE INTELLIGENCE APPLICATION SOFTWARE “WISDOM PROFESSIONAL” FOR ADVERTISING IN (SOCIAL) MEDIA, CASE STUDY: COCA-COLA

Elham Fayezioghani, Koen Vanhoof

http://www.foibg.com/ijita/vol21/ijita21-01-p01.pdf