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SML 856 Business Intelligence: Linkage Analysis With Respect To Any Social Media

This document discusses using social media data and sentiment analysis to understand consumer attitudes towards brands. It plans to collect tweets about a particular brand from Twitter, analyze the sentiment of the tweets to determine if they are positive or negative, and use the insights to help organizations make business decisions. The scope is looking at consumer feedback and reviews on company social media pages. The target is to record tweets from customers about a brand on Twitter, load the data into R for analysis, and apply sentiment analysis techniques like bag-of-words modeling to detect sentiment and monitor feelings over time.

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59 views7 pages

SML 856 Business Intelligence: Linkage Analysis With Respect To Any Social Media

This document discusses using social media data and sentiment analysis to understand consumer attitudes towards brands. It plans to collect tweets about a particular brand from Twitter, analyze the sentiment of the tweets to determine if they are positive or negative, and use the insights to help organizations make business decisions. The scope is looking at consumer feedback and reviews on company social media pages. The target is to record tweets from customers about a brand on Twitter, load the data into R for analysis, and apply sentiment analysis techniques like bag-of-words modeling to detect sentiment and monitor feelings over time.

Uploaded by

Funvocab Builder
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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SML 856

Business
Intelligence
Linkage Analysis
with respect to any
social media

Anshul Goel
Ankur Tantia
Somiya Jain
Abheek Tarafdar

Problem identification, Target/Scope of


Study
Problem Identification

Analyze the data to gather insights about consumer


attitude towards a particular brand/product through
social media platform

Estimate the accuracy and usefulness of


sentimental analysis so that organizations can make
business decisions based on the results obtained.
Scope of Study
With the advent of Twitter, Facebook and other social
platforms, the companies have created their pages to
seek the feedback from consumers on their official
pages.
Consumers post complaints/reviews about their
experiences
Target
of Study
Compaines
change their strategies based on the

Social platform Twitter


reviews

Methodology Record tweets recevied from


various customers for a parituclar brand/product
from Twitter and store it in a dataset

Methodological Approach

Data collection from


Twitter

Load dataset into R


Apply Sentimental
Analysis
Conclusion

Sentimental
Analysis

Sentimental Analysis

Detection of consumer attitude towards a


product/service
Positive/Negative
Monitor how people feel over time and how they
perceive new announcements
Challenge is to identify whether tweets are
positive or negative

Bag Of Words Counts the number of times each word appears in the
text and uses these counts as independent variables.
Preprocessing includes cleaning irregularities as text data may contain
irregularities like case sensitiveness, punctuation
Then unhelpful words are removed, many words are frequently used but
are only meaningful in a sentence called stop words like is, at, which
etc.
Next step is stemming to represent words with different endings as
same word. Example: argued, argues etc are considered as argu. It can
be done through rule based algorithm in which words ending with ed, ing

Thanks!
Any questions?

References
https://www.cgi.com/sites/default/files/whitepapers/Implementing-social-network-analysis.pdf
http://www.theagileelephant.com/social-network-linkageanalysis-lessons-from-the-past-no-3/
http://www.zdnet.com/article/how-social-media-and-big-datawill-unleash-what-we-know/
http://www.smartinsights.com/social-media-marketing/socialmedialistening/managing-online-brand-sentiment/

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