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UTILIZING MACHINE LEARNING TO DETERMINE WHETHER AN IN-PERSON CUSTOMER FOLLOWS A MERCHANT ON SOCIAL MEDIA

Abstract:

A device may receive, from a point-of-sale (POS) device, transaction data associated with a transaction between a customer and a merchant associated with the POS device. The device may determine a customer email address and other data associated with the transaction, the customer, or the merchant, based on the transaction data and customer data identifying the customer, and may process the customer email address, the other data, and social media data, with a machine learning model, to identify a social media account of the customer. The social media data may include data identifying multiple social media accounts, and the multiple social media accounts may include the social media account of the customer. The device may determine, based on the social media data, whether the social media account of the customer follows the merchant, and may perform actions based on whether the social media account follows the merchant.