| 基于关联规则的房地产广告效果反馈分析 |
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| 引用本文： | 王正友,刘倩.基于关联规则的房地产广告效果反馈分析[J].上海理工大学学报,2012,34(1):98-102. |
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| 作者姓名： | 王正友 刘倩 |
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| 作者单位： | 1. 上海出版印刷高等专科学校出版与传播系,上海,200093
2. 上海理工大学出版印刷与艺术设计学院,上海,200093 |
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| 摘 要： | 提出了将数据挖掘技术运用于广告媒体选择的观点,并运用关联规则对房地产公司决策型关系数据库进行广告效果的数据分析,从而获得有价值的信息.为解决现阶段房地产广告效果的定量分析和寻找高性价比的广告模式提供一定的理论基础和现实指导.
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| 关 键 词： | 数据挖掘 关联规则 媒体选择 |
Feedback Analysis of Real Estate Advertising Effectiveness Based on Association Rules |
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| WANG Zheng you and LIU Qian.Feedback Analysis of Real Estate Advertising Effectiveness Based on Association Rules[J].Journal of University of Shanghai For Science and Technology,2012,34(1):98-102. |
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| Authors: | WANG Zheng you and LIU Qian |
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| Institution: | 1.Department of Publication and Communication,Shanghai Publishing and Printing College,Shanghai 200093,China; 2.College of Communication and Art Design,University of Shanghai for Science and Technology,Shanghai 200093,China) |
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| Abstract: | The idea of using data mining for advertising media selection was brought forward and the association rules were adopted in data analysis of relational database of real estate company to obtain valuable information for advertising performance inspection.A theoretical basis and practical guidance were provided to address the quantitative analysis on present real estate advertising effects and to find cost-effective advertising model. |
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| Keywords: | data mining association rules media selection |
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