Definition of a Target Audience for the Coty Beauty LLC Products among Visitors of Social Media Sources

Master’s thesis theme is «Definition of a Target Audience for the Coty Beauty LLC Products among Visitors of Social Media Sources». Target audience is a set of potential customers of the advertised product. If target audience definition is correct, it is possible to significantly reduce the cost of advertising, marketing activities and business promotion. The object of research is users of social networks. The subject of this study is to develop a method for determining the target audience of consumer goods. The goal of research is definition of a target audience for the Coty Beauty LLC products among visitors of social media sources. The thesis consists of three chapters. The first chapter describes the activities of the company, reviewed the work of the marketing department and identified the problem of defining the target audience, which is the reason of losing profits of the company. Studied criteria which help identify the target audience, discussed the types and characteristics of social networks. In the second chapter based on company sales statistics identified best-selling categories of goods which are more significant for definition of the target audience. Selected social networking space is the thing that will help to define of the target audience. Using the official pages in social networks defined target audience for the company's core brands. The third chapter is devoted to analysis of existing analytical information systems that would fit for the task. Based on the results of the analysis the decision is to stay on the information system IBM Watson Content Analytics. The result is a study of possibility and modality of IBM Watson Content Analytics, through which was defined target audiences for needed categories of Coty Beauty LCC goods LLC using data from social networks. Key Words: target audience, definition of a target audience, data analysis, content analysis, social networks, social network analysis