DIGITAL ACTIVITY LOCATION CLUSTERING BASED ON TWITTER GEOSPATIAL DATA FOR SPATIOTEMPORAL BUSINESS INTELLIGENCE

Abstract

This research develops an approach for clustering digital activity locations based on Twitter geospatial data with the aim of supporting business intelligence spatiotemporal . By utilizing the Twitter Geospatial Data dataset containing more than 14 million tweets geo-tagged from the United States, this study implements and compares the DBSCAN and K- Means algorithms to identify spatial and temporal patterns of Twitter user activity. The research process begins with the data pre -processing stage using the Knowledge Discovery Database (KDD), followed by the implementation of the clustering algorithm , and ending with the integration of the results into the dashboard.business intelligence using Power BI . The results show that DBSCAN is able to detect irregular clusters that follow geographic patterns and population density, while K- Means produces a division of the region into three main clusters (West Coast, Central Region, and East Coast) with different temporal activity patterns. Integration of clustering results into a BI dashboard produces actionable business insights , such as identification of digital activity hotspots , optimal time for content delivery, geographic segmentation for marketing strategies, and temporal activity patterns for campaign scheduling. This research contributes to the development of an integrated spatiotemporal analysis pipeline to support data-driven decision making.