Social Network Analysis: Identifying Target Audience Using Graph Analysis

Thanks to the development of technology, such a concept as social networks has become commonplace. High activity of real people on the Internet provides access to useful information that can be used to solve research and business problems. However, the wave of personal data protection from use for advertising and other business purposes is gaining momentum. On the one hand, there is an open space with extensive data, on the other hand an ever-worsening situation with the availability of this data. In this paper, a binary classification model was developed using open data from the social network Vkontakte, as well as on the basis of the data that was generated based on the social connections of network users. It was shown that even in the absence of direct data on network users, it is possible to generate this data based on their connections with other users. Such data allows us to improve the quality of the binary classification model and solve the problem of lack of data.