This document summarizes research on using data mining techniques to analyze social media data for marketing purposes. It reviews literature on segmenting online travelers and buyers based on behavioral factors. Methods like clustering, association rule mining, and keyword ranking are applied to data from Facebook, Twitter, Instagram to understand user behaviors and identify popular topics/locations to help businesses with marketing strategies. The document concludes that analyzing unstructured social media data using data mining can provide useful insights for market segmentation, personalization, and ad targeting.