Media Consumption Classification: Big Data Analysis Practices (Using TV Set-top Box Data)

Student: Medvedkova Anna

Supervisor: Mihail Nazarov

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2016

This study investigated methods of statistical analysis of heterogeneous data and practical approaches to solving the problems of modern marketing. Based on theoretical knowledge we developed a model that classifies respondents television audience on the structure of their media consumption with the use of the training sample. As part of this work has been carried out experience with methods of "machine learning" on the media consumption of the data. The study was found a relationship between gender and media preferences of television audiences, as well as studied the possibility of using these interactions in model classification audience segments.

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