Assessing customer pain points from social media feedbacks

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The Client is one of the world’s largest golf entertainment companies with assets in 11 cities across US and UK. As an initiative to improve their brand presence and perception, The Client is interested in (a) understanding the reach of its social media promotion activities and (b) innovative methods to identify & manage consumer sentiments as soon as a negative event has been triggered.

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Assessing customer pain points from social media feedbacks

  1. 1. Assessing customer pain points from social media feedbacks 1313 BRIDGEi2i identified 3 sources of information towards the Client’s objective • Yelp to mine consumer sentiments. Slow data but with profound insights • Facebook to understand key event response metrics. • Twitter to understand rate at which Client is engaging patrons • Share of voice across social media – mentions in SM vis-à- vis competitors • Level of engagement – enthusiasm across patrons and prospects towards an event • Feature level sentiment – across all offerings vis-à-vis competitors • “Attention required” – on key areas of offerings • Use text categorization algorithms to identify set of words that describe the new classification • Associate a class match with a probability to assess its trustworthiness • For the first few iterations, a feedback loop will help the learning algorithm The client has been able to use the metrics to identify focus areas in terms of a brand presence or perception improvement. Analysis is now being rolled out across all new sites. Data Sources Approach Outcome Yelp Twitter Facebook The Client is one of the world’s largest golf entertainment companies with assets in 11 cities across US and UK. As an initiative to improve their brand presence and perception, The Client is interested in (a) understanding the reach of its social media promotion activities and (b) innovative methods to identify & manage consumer sentiments as soon as a negative event has been triggered. Objective Dashboard: Monitor Metrics DATA GATHERING AND MINING Creation of Metrics Delivery Mechanism Dashboard: Driver Analysis

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