This document analyzes and compares brand perception for Flipkart, Amazon, and Snapdeal based on social media analytics. It collected over 10,000 social media mentions from sources like Facebook, Twitter, and forums. It then calculated lift and sentiment scores to analyze brand association and perception for each company. It found that Flipkart had the highest lift and positive sentiment scores, indicating it is the most popular ecommerce marketplace in India, followed by Amazon, which has surpassed Snapdeal. The document concludes by recommending that Flipkart increase its social media monitoring to better understand customer trends and engagement.

1. Indian Institute of Management Indore
McCombs School of Business (University of Texas at Austin)
Flipkart, Amazon &
Snapdeal – Social Media Analysis

2. • Comparison and analysis of brand association and sentiment through social media
analytics for Flipkart.com, Amazon.in and Snapdeal.com
• Analyze brand perception based on social media metrics (Lift and Sentiment strength)
Project Summary

3. • Lift
• In data mining, lift is a measure of the performance of a targeting
model (association rule). In simple words, it’s an association between
two target words (eg: brand and attribute).
• Sentiment
• Sentiment analysis refers to the use of natural language processing
and text analysis to identify and extract subjective information in
source materials.
What are Lift and Sentiment?

4. • Trackur (www.trackur.com)
• Online tool for extracting social mentions from various sources
• Python scripts – for data cleaning and text analytics
• SentiStrength – measures sentiment strength based on net sentiment score
Tools used

5. • Collect social mentions on Flipkart.com, Amazon.in, and Snapdeal.com from various
sources (Facebook, Twitter, Forums, Blogs)
• Calculate Lift values between Flipkart and various performance attributes from collected
data. (Combine all the performance attributes and use one keyword to represent them)
• Similarly, calculate Lift values for Snapdeal and Amazon
• Perform sentiment analysis on transformed data for Flipkart, Amazon and Snapdeal
Approach we followed

6. • Total records collected for all brands: 10562
Text analysis on records
Amazon.in Keyword Amazon.in + Keyword
3509 3641 1529
Snapdeal Keyword Snapdeal + Keyword
2317 3641 1011
Flipkart Keyword (eg: “Great”) Flipkart + Keyword
3428 3641 1728

7. What we found!
1.04
1.21
1.05
Amazon.in Flipkart Snapdeal
Lift value between brand and
keyword 'great'
3193
3815
1902
Amazon.in Flipkart Snapdeal
Positive Sentiment Value

8. Comparison among brands
Amazon
Flipkart
Snapdeal
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1.02 1.04 1.06 1.08 1.1 1.12 1.14 1.16 1.18 1.2 1.22 1.24
Lift-Sentiment map among the brands
Lift
S
e
n
t
i
m
e
n
t

9. • The Lift values of Amazon, Flipkart and Snapdeal in India show that Flipkart is
the leading and most popular e-commerce marketplace in India followed by
Amazon and Snapdeal.
• Amazon.in has already surpassed Snapdeal in the Indian market (reflected in Lift
and Sentiment values) within a short span. Global brand of Amazon has also
helped in its rapid growth in India.
Conclusion

10. • Because of the huge presence of consumers on online social media platform, social
conversations around brands are growing rapidly. Flipkart should consider increasing social
media monitoring to track consumer trends.
• For instance, Dell Inc. is currently using tools such as Radian6 to monitor social media
trends, and also to engage in social conversations.
• With these tools, Flipkart can find out when specific events caused positive or negative
conversations and also measure general brand sentiment on a periodic basis. This rich data
enables enterprises to obtain real-time customer insights that can help solve business
challenges.
Social media journey – looking ahead…

11. Thank You!