Business Objectives
Client wanted to achieve following key objectives:
- Measure and manage their online reputation and customer interactions across multiple social media platforms
- Measure effectiveness of digital marketing campaigns and their online customer engagement initiatives

Solutions
- V2’s team developed a structured approach to setup connectors to multiple social media platforms to collect the real-time data.
- We extracted essential textual and statistical data from multiple data sources. Then ingested and merged social, customer and campaign data.
- Thereafter we implemented a robust process that standardized and pre-processed the mined textual data. We then performed various pre-processing and core mining techniques which included:
- Sentence splitting
- Noun phrase chunking
- Lemmatization
- Stemming
- And NLP tasks such as:
- POS tagging
- Tokenization
- Parsing
- Named entity recognition
- Information
- Relation extraction
- This helped us derive key topics and associated context which were further modeled to arrive at various NLP measures such as relevance, influence and sentiment polarization.
- The Analytics team assigned a sentiment in three categories – positive, negative, neutral. Data analysis and validation of the model was performed by verifying various trends and patterns. Visual dashboards of key parameters highlighted the pre & post trends and patterns across different segments.


Benefits Delivered
- Our solution helped the client first get a sense of how the brand was perceived in the social world
- Sentiment analysis helped gauge customer acceptance of user campaigns
- Pre- & Post campaign analytics helped the business stakeholders take informed decisions for future promotions
- Increased sales of brands through targeted promotional strategies
- Quicker response times to customer posts, queries, and comments on social channels
Tools and Platforms Used
- Facebook and Twitter Integration vis API’s
- Customer and Campaign Data integration
- Python and related packages
- Tableau for visualization
