A Machine Learning Approach to Modelling Sales Performance Based on Social Media Analysis

Title

A Machine Learning Approach to Modelling Sales Performance Based on Social Media Analysis

Creator

Theres, Abidha Maria; George, Jossy; Kumar, Pawan

Description

By address the strategic challenges faced while maximising the advertising effectiveness, this paper examines the predictive relationship between different advertising sales platform and the brand sales performance. Four different supervised machine learning models - Random Forest, XGBoost, LightGBM, and a voting classifier ensemble model are applied to categorise the brand sales performance. The models are trained on a multi-platform advertising dataset. This research focuses on both the accuracy and interpretability of the data to make it easier identifying which platform affects the brand sales the most, which is quite different from the existing approaches that concentrates on finding predictive accuracy. This study aims to help marketers and businesses to make better and well informed data-driven decisions for marketing strategies by finding the most effective advertising platform. Each of the models were evaluated using Classification metrics which includes Accuracy, Precision, Recall and F1 score, along with confusion matrix. Future scope of the paper includes merging the models in real time systems and also by expanding it to carefully examine different time periods and customer groups. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Source

Lecture Notes in Networks and Systems;Volume;1827 LNNS;pp.243-256

Date

01-01-2026

Publisher

Springer Science and Business Media Deutschland GmbH

Subject

Advertising Analytics; Brand Sales Prediction; Classification.; Ensemble Learning; Feature Importance; LightGBM; Random Forest; Social Media Marketing; Voting Classifier; XGBoost

Coverage

Theres A.M., CHRIST (Deemed to be University), Karnataka, Bengaluru, India; George J., CHRIST (Deemed to be University), Karnataka, Bengaluru, India; Kumar P., CHRIST (Deemed to be University), Karnataka, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 23673370; ISBN: 978-303218137-4;

Format

online

Language

English

Type

Conference paper

Identifier

https://doi.org/10.1007/978-3-032-18138-1_21

https://www.scopus.com/pages/publications/105038095719?origin=resultslist