The document outlines a project by bridgei2i to assess customer pain points for a major golf entertainment client using data from Yelp, Facebook, and Twitter. It details the metrics utilized to evaluate social media engagement, brand perception, and consumer sentiment, emphasizing the need for real-time tracking of negative events. The analysis aims to enhance the client's social media presence and is being implemented across various sites.

1. Assessing customer pain points from social media feedbacks
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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