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Social networks have generated great expectations connected with their potential business value. The purpose of our research is to present that even a rudimentary application of data mining techniques can bring statistically significant improvement in marketing response accuracy throughout the virtual community. In our test the C&RT (classification and regression tree) approach was used to generate a classification tree that allows us to formulate some specific rules to identify the proper target group. In the performed empirical experiments, based on the real social network data, we showed that it is possible to improve marketing response. This promising result was obtained without any advanced and time consuming transformation of the available data.
Date of Conference: 9-11 Aug. 2010