Marketing
❯
User Behaviour Analysis
❯Retail - Customer Sentiment Analysis
Large Companies
Retail - Customer Sentiment Analysis
For:
Retail managers, executives, marketeers and branding specialists. Goal:
Improved Customer ExperienceProblem addressed
Retailers require insights about customer sentiment in order to understand and keep up to date with how their target market perceives their brand and interacts with their products and services. Without customer sentiment analysis it is impossible to develop strategies around improving product quality, customer service, and brand loyalty. These insights are also critical for optimizing marketing campaigns.
Social media and other online channels contain vast amounts of information about how consumers perceive and consume products, brands, and services. The challenge is how to effectively distill this large volume of data into actionable insights in a robust and automated manner.
Scope of use case
Understanding consumer sentiment towards national grocery chains in South Africa using Natural Language Processing.
Description
Using Natural Language Processing (NLP) techniques, a subfield of Artificial Intelligence (AI), it is possible to automatically analyze large amounts of textual data to derive sentiment from public opinion online; furthermore, this information can be further classified into themes and topics that can inform retail decisions.
The consulting company Deloitte in collaboration with the data mining organization Brandseye applied such an approach to online consumer sentiment in South Africa1. Together they analyzed 1.7 million social media posts and other online content to gauge local consumer sentiment to national grocery chains. The outcome was 5 key themes centered around price consciousness, personalisation, convenience, sustainability and governance.
The ever increasing amount of online information coupled with the large strides in AI algorithm performance makes this an increasingly common solution for retailers seeking insights about their customer base. Many software vendors and open source software exist to enable implementation.
Text
AI: Perceive
Sentiment Analysis
AI: Understand
Other
AI: Act