CLIENT
A global motorcycle manufacturer with headquarters in Australia.
OPPORTUNITY
The client wanted a better understanding of consumer sentiments to improve the effectiveness of its marketing initiatives. SG Analytics was tasked with creating a Natural Language Processing (NLP) tool to monitor consumer sentiments based on posts and comments in various social networks including Facebook, Twitter, Vine, Tumblr, Youtube, and Instagram.
SOLUTION
SG Analytics followed a 4-step process to deliver a customized, tailor-made solution to the client:
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SG Analytics created a tool that leveraged various techniques, including APIs and scraping methodologies to capture relevant social media data from the targeted social networks.
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The team automated the cleaning and standardization process to prepare all data for later aggregation with minimal input of manual labor.
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SG Analytics' scoring algorithm would assign a sentiment score to each data entry. According to the client's requirement, the data were aggregated bi-weekly in a single database.
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SG Analytics created a dashboard which helped the client monitor the consumer sentiment and make informed decisions to improve the effectiveness of its marketing initiatives.
Value Delivered
1
SG Analytics delivered a tool that assessed consumer sentiments based on social media conversations and visualized its findings in an easy-to-access online dashboard.
2
The client leveraged SG Analytics' tool to increase the effectiveness of its marketing initiatives and take actions to enhance the perception of its brand.
