Automatic User Profile Mapping To Marketing Segments In A Big Data Context

International audience; Within the discussion about the analysis methods for Big Data contexts, semantic technologies often get discarded for reasons of efficiency. While machine learning and statistics are known to have shortcomings when handling natural language, their advantages in terms of performance outweigh potential concerns. We argue that even when handling vast amounts of data, the usage of semantic technologies can be profitable and demonstrate this by developing an ontology-based system for automatically mapping user profiles to pre-defined marketing segments.