Discuss the importance of unstructured data in understanding customers’ behaviors, actions, pains and gains in much greater depth?

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DETAILS. DO NOT ANSWER THE QUESTIONS AT THE END OF THE CASE.
Topic
Sentiment analysis is a contextual examination of words, and
words within sentences across all social media platforms and websites, in
order to reveal the sentiment of the writer.
All texts (unstructured texts) are mined to gain insight
into various subjects of interest with regard to the degree of
positivity/negativity revealed in the text.
In this manner, unstructured texts are transformed into a quantitative
scale and the results can be presented in charts and tables so that important
information can be revealed and easily digested.
The purpose of this assignment is to give you an experience
of how sentiment analysis works at a rudimentary level. In reality, the analysis is done by software applications
that examine each word within the context of the sentence, along with other
metrics on the frequency/count metrics, sources, demographics, keywords, etc. The analysis is then connected to data
visualization tools to create dashboards with charts and alerts that are
updated as new messages are posted.
Part I.
1. Discuss the importance of unstructured data in understanding
customers’ behaviors, actions, pains and gains in much greater depth?
2. How can you use unstructured data to improve products and
operational effectiveness?
3. How can unstructured data help the firm spot upcoming emerging
trends, before they show up on the firm’s CRM systems?
Part II
You are provided with a sample set of 40 product reviews on
this moisturizer. Using this data set for your assignment,
1.
Create a lexicon to
score each product review,
2.
Capture keywords,
3.
Calculate the NPS,
4.
Present the results
using a variety of charts.
5.
Finally, drawing from
the results of the analysis, form a conclusion and recommendations that will help
enhance customer perception

ONLY ANSWER QUESTION 5 AND DO NOT REPEAT CASE DETAILS. DO NOT ANSWER THE QUESTIONS AT THE END OF THE CASE.

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