Social network analysis for small business lead generation

小型企业潜在客户开发的社交网络分析

• 批准号: 530231-2018
• 负责人: Ding, Chen
• 金额: $ 1.82万
• 依托单位: Ryerson University
• 依托单位国家: 加拿大
• 项目类别: Engage Grants Program
• 财政年份: 2018
• 资助国家: 加拿大
• 起止时间: 2018-01-01 至 2019-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=649320
• 关键词: Social; network; analysis; small; business

The proposed research is in the area of social network analysis and predictive analytics. It should have an**impact in Canadian ICT (Information and Communications Technology) sector. WITS Consulting is an**Ontario-based company providing business tools and consulting services to primarily small businesses. One of**the challenges faced by these small business companies is the lead generation. Currently, WITS Consulting**offers one-to-one solution to help the lead generation process, which requires a lot of manual efforts and**largely limit its capability of serving multiple companies at the same time. To solve this problem, in this**project, we propose to build an automatic lead generation system that could identify and rank leads from social**network connections. Two main research challenges we must tackle include: 1) how to find a proper set of**keywords to describe the business so that we can search on the social network to identify leads; 2) how to**predict the likelihood of a social network user being interested in the service offered by the small business**company. To successfully build the proposed system, the following three tasks are identified: 1) expanding the**initial keywords provided by small businesses using semantic knowledge graph and text mining on social**networks; 2) using the expanded keyword list to search on the social network to find leads for small businesses**and applying community detection technique to identify more leads; 3) building machine learning model to**predict the levels of interest of these identified leads on the offered service and rank them based on their**probabilities of becoming the potential clients. The proposed project could benefit WITS Consulting by**attracting more small business companies to use their lead generation service. It could also benefit these small**businesses to attract more potential clients.

拟议的研究是在社交网络分析和预测分析领域。它应该对加拿大信息和通信技术(ICT)部门产生**影响。WITS咨询公司是一家总部位于**安大略省的公司，主要为小企业提供商业工具和咨询服务。这些小企业面临的挑战之一是领先一代。目前，WITS Consulting**提供一对一的解决方案来帮助潜在客户的产生过程，这需要大量的手动工作，并且**在很大程度上限制了其同时服务多家公司的能力。为了解决这一问题，在这个**项目中，我们建议构建一个自动线索生成系统，该系统可以从社交**网络连接中识别线索并对其进行排序。我们必须解决的两个主要研究挑战包括：1)如何找到一组合适的**关键字来描述企业，以便我们可以在社交网络上搜索以确定线索；2)如何**预测社交网络用户对小企业**公司提供的服务感兴趣的可能性。为了成功地构建该系统，确定了以下三个任务：1)利用语义知识图和社交网络上的文本挖掘来扩展小企业提供的**初始关键字**；2)使用扩展的关键字列表在社交网络上搜索小企业的线索**并应用社区检测技术识别更多的线索；3)建立机器学习模型来**预测这些识别出的线索对所提供服务的兴趣程度，并根据它们成为潜在客户的**概率对它们进行排名。拟议中的项目可以**吸引更多的小企业使用他们的铅生成服务，从而使WITS咨询公司受益。它还可以使这些小企业受益，以吸引更多潜在客户。