Churnbar supermarket comparative


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Comparing sentiment scores for posts about three British supermarket chains across December 2011.

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Churnbar supermarket comparative

  1. 1. Social Media Report: Asda, Sainsburys, and Tesco December 2011. Example Comparative Report.Period: 01/12/2011 - 31/12/2011The posts collected were divided into the following Tech classes: Web News Blog Microblogs MediaSummarySeparate searches were set up for Asda, Sainsburys, and Tesco, and these ran for the wholeof December. The aim was to provide us with an experimental or example data set which wecould then use for testing our system. During December, the searches returned 106,070 postsmentioning Asda, 51,192 mentioning Sainsburys, and 169,205 mentioning Tesco.We used these three datasets to demonstrate the comparative sentiment analysis reporting wehave developed. A training set of 200 – 250 posts was classified by NTL, with three categories:positive, negative, and int, or neutral. These training sets were used to create the classifier, andthen to classify the remaining data.Graphs of average sentiment by time were produced for each supermarket chain across themonth, and for all three together.© Churnbar 2012
  2. 2. 1600 pos int 1400 neg 1200 1000 Frequency 800 600 400 200 0 -200 11/26/11 12/03/11 12/10/11 12/17/11 12/24/11 12/31/11 01/07/12 Month-DayAsda sentiment by time (4 hour interval, volume of posts) 1200 pos int 1000 neg 800 600 Frequency 400 200 0 -200 11/26/11 12/03/11 12/10/11 12/17/11 12/24/11 12/31/11 01/07/12 Month-DaySainsburys sentiment by time (4 hour interval, volume of posts)© Churnbar 2012
  3. 3. 1800 pos 1600 int neg 1400 1200 1000 Frequency 800 600 400 200 0 -200 11/26/11 12/03/11 12/10/11 12/17/11 12/24/11 12/31/11 01/07/12 Month-DayTesco sentiment by time (4 hour interval, volume of posts)CommentaryThese three charts show that there was a steady high level of posts throughout the studyperiod, fluctuating between a minimum at night and maximum during the day, for the int(neutral) category, reflecting simple statements mentioning the chain. This obscures anypatterns of variation that there might be in the sentiment towards the grand, where it is shown,so another method of demonstrating this is required. 0.5 Asda Sainsburys 0.4 Tesco 0.3 0.2 Frequency 0.1 0 -0.1 -0.2 -0.3 11/26/11 12/03/11 12/10/11 12/17/11 12/24/11 12/31/11 01/07/12 Month-DayAverage sentiment of Supermarket posts.© Churnbar 2012
  4. 4. CommentaryThis chart was produced by calculating the average sentiment, where positive is +1 andnegative is -1, over each four hour period, and provides a better picture of the sentiment beingexpressed about the three supermarket chains across December 2011.While none of the three chains are mentioned with massively positive or negative sentiment,the posts about Sainsburys are somewhat positive, those about Asda are neutral, and thoseabout Tesco tend towards the negative.This pattern of sentiment towards the three supermarkets was confirmed by the fact that, overDecember, Sainsburys saw year-on-year growth in volumes sold, while Tesco saw a decline,which lead to them having their lowest share of the UK groceries market for some years.This type of comparative analysis of sentiment can be used to highlight an issue before itbecomes a problem. By diving into the posts themselves, finding out what people werecomplaining about and dealing with the issues, would it have been possible for Tesco torebound, or was the damage too ingrained? I’m sure that, had we produced this chart in lateDecember, it would have been possible to predict the results which were published in midJanuary.Could your company or brand benefit from this type of analysis?© Churnbar 2012