Journal ArticleDOI
Automated Marketing Research Using Online Customer Reviews
Thomas Y. Lee,Eric T. Bradlow +1 more
Reads0
Chats0
TLDR
In this article, the authors present a method to support the analysis and visualization of market structure by automatically eliciting product attributes and brand's relative positions from online customer reviews, using the "voice of the consumer" as reflected in customer reviews.Abstract:
Market structure analysis is a basic pillar of marketing research. Classic challenges in marketing such as pricing, campaign management, brand positioning, and new product development are rooted in an analysis of product substitutes and complements inferred from market structure. In this article, the authors present a method to support the analysis and visualization of market structure by automatically eliciting product attributes and brand's relative positions from online customer reviews. First, the method uncovers attributes and attribute dimensions using the “voice of the consumer,” as reflected in customer reviews, rather than that of manufacturers. Second, the approach runs automatically. Third, the process supports rather than supplants managerial judgment by reinforcing or augmenting attributes and dimensions found through traditional surveys and focus groups. The authors test the approach on six years of customer reviews for digital cameras during a period of rapid market evolution. They...read more
Citations
More filters
Journal ArticleDOI
Digital marketing: A framework, review and research agenda
P.K. Kannan,Hongshuang Li +1 more
TL;DR: In this article, the authors present a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in marketing strategy process where digital technologies are having and will have a significant impact.
Journal ArticleDOI
Managing brands in the social media environment
TL;DR: In this article, a framework of social media's impact on brand management is introduced, arguing that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks.
Journal ArticleDOI
Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation:
TL;DR: In this article, the authors propose a unified framework for this purpose using unsupervised latent Dirichlet allocation, which enables marketers to track dimensions' importance over time and allows for dynamic mapping of competitive brand positions on those dimensions over time.
Journal ArticleDOI
Marketing Analytics for Data-Rich Environments
Michel Wedel,P.K. Kannan +1 more
TL;DR: In this paper, the authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions.
Journal ArticleDOI
Challenges and solutions for marketing in a digital era
TL;DR: In this paper, the authors present the real challenges companies are facing going digital and present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe, revealing that filling talent gaps, adjusting the organizational design, and implementing actionable metrics are the biggest improvement opportunities for companies across sectors.
References
More filters
Journal ArticleDOI
Internal Analysis of Market Structure: Recent Developments and Future Prospects
TL;DR: Internal market structure analysis seeks to recover the attributes and the buyer evaluations of those attributes, that govern brand choices as mentioned in this paper, which is the predominant paradigm in marketing for explaining buyer choice behavior.
Journal ArticleDOI
Market Segmentation Research: Beyond Within and Across Group Differences
Greg M. Allenby,Geraldine Fennell,Albert C. Bemmaor,Vijay Bhargava,Francois Christen,Jackie Dawley,Peter R. Dickson,Yancy D. Edwards,Mark J. Garratt,Jim Ginter,Alan G. Sawyer,Richard Staelin,Sha Yang +12 more
TL;DR: The authors argue that the marketing task of guiding managements to make what people will want to buy will be more successful in light of a deep understanding of behavior in the context of everyday life and work, rather than a detailed understanding of preferences in the marketplace.
Journal ArticleDOI
Interactive Correspondence Analysis in a Dynamic Object-Oriented Environment
Jason Bond,George Michailides +1 more
TL;DR: In this paper, a highly interactive, user-friendly object-oriented software package written in LispStat is introduced that performs simple and multiple correspondence analysis, and profile analysis, integrated into a single environment driven by a userfriendly graphical interface that takes advantage of the advanced graphical capabilities.
Proceedings ArticleDOI
Using text mining to analyze user forums
TL;DR: This work extracted relative sentiment analysis and comparisons between products, to understand what attributes users compare products on, and which products they prefer on each dimension.