Sentiment Analysis

You will be using MSWord and MS Excel for this assignment. Be clear and concise in the writing. Repeating ideas unnecessarily can result in grade reduction.

MS Excel is used for the data analysis and MS Word is used to reflect on the results of tdata analysis

Evaluate the pros and cons of data analysis, with reference to the data itself and the usefulness of the analysis, both generally and with specificity
Analyze what the data reveals about customer sentiment. Refer to the data analysis you performed in this assignments
What are the recommendations marketing can provide to other functional areas of the organization?
Based on your learning of “value”, how does this data analysis connect/fit in with other tools of digital analysis (based on your learning in this week)
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Sentiment analysis is contextual examination of words, and words within sentences across all social media platforms and web sites, in order to reveal the sentiment of the writer.

All texts (unstructured texts) are mined to gain insight into various subjects of interests 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, key words, 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.
In this assignment, learn from the example of a sentiment analysis to give you a better grasp of dealing with unstructured data.

Part I.
Discuss the importance of unstructured data in understanding customers’ behaviors, actions, pains and gains in much greater depth?
How can you use unstructured data to improve products and operational effectiveness?
How can unstructured data help the firm spot upcoming emerging trends, before they show up on the firm’s CRM systems?
Discuss the controversy regarding the value /effectiveness of the Net Promoter Score (NPS). What problems does HBR version of NPS 3.0 solve?
Part II
You are provided with a sample set of 40 product reviews on this moisturizer. Using this data set for your assignment.
Create a lexicon to score each product review,
Capture key words,
Calculate the Net Promoter Score
Present the results using a variety charts. You can (and should) go further than the example provided.
Draw from the results of the analysis, form conclusion and recommendations that will help enhance customer perceptions.

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