Question: a) Describe different routes to aggregation using as clustering principles user attributes (e.g. age, gender, location) and activity type (liking, following, tagging). What does aggregation

a) Describe different routes to aggregation using as clustering principles user attributes (e.g. age, gender, location) and activity type (liking, following, tagging). What does aggregation of such data achieve? How are the aggregated data deployed to promote the business objectives of platforms?

b) Use the case of Facebook likes to illustrate different routes to aggregation and how the data that result from this aggregation are used to promote Facebook’s business objectives.

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