Topic
Marketing intelligence
About: Marketing intelligence is a research topic. Over the lifetime, 343 publications have been published within this topic receiving 7793 citations.
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10 May 2005
TL;DR: A novel framework for analyzing and comparing consumer opinions of competing products is proposed, and a new technique based on language pattern mining is proposed to extract product features from Pros and Cons in a particular type of reviews.
Abstract: The Web has become an excellent source for gathering consumer opinions. There are now numerous Web sites containing such opinions, e.g., customer reviews of products, forums, discussion groups, and blogs. This paper focuses on online customer reviews of products. It makes two contributions. First, it proposes a novel framework for analyzing and comparing consumer opinions of competing products. A prototype system called Opinion Observer is also implemented. The system is such that with a single glance of its visualization, the user is able to clearly see the strengths and weaknesses of each product in the minds of consumers in terms of various product features. This comparison is useful to both potential customers and product manufacturers. For a potential customer, he/she can see a visual side-by-side and feature-by-feature comparison of consumer opinions on these products, which helps him/her to decide which product to buy. For a product manufacturer, the comparison enables it to easily gather marketing intelligence and product benchmarking information. Second, a new technique based on language pattern mining is proposed to extract product features from Pros and Cons in a particular type of reviews. Such features form the basis for the above comparison. Experimental results show that the technique is highly effective and outperform existing methods significantly.
1,758 citations
TL;DR: In this article, the authors investigated international students' perception about the UK education and the UK performance in the world markets for international education and found that the UK achieved only a marginal growth with declining market penetration.
Abstract: The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK performance in the world markets for international education. UK education has been known to be the best in the world. For many years, the UK universities have enjoyed a high reputation and have benefited in accelerating its market penetration worldwide. Unfortunately, this superiority has begun to decline. Other countries are strongly emerging with their quality education. The study shows that UK competitors achieved a remarkable growth of their international students’ enrolment while the UK achieves only a marginal growth with declining market penetration abroad. The findings confirmed the central importance of pricing, product and promotional variables in designing and marketing UK education abroad.
430 citations
TL;DR: The landscape of big data analytics through the lens of a marketing mix framework is investigated, identifying the data sources, methods, and applications related to five important marketing perspectives, namely people, product, place, price, and promotion that lay the foundation for marketing intelligence.
242 citations
21 Aug 2005
TL;DR: It is argued that applications for mining large volumes of textual data for marketing intelligence should provide two key elements: a suite of powerful mining and visualization technologies and an interactive analysis environment which allows for rapid generation and testing of hypotheses.
Abstract: Weblogs and message boards provide online forums for discussion that record the voice of the public. Woven into this mass of discussion is a wide range of opinion and commentary about consumer products. This presents an opportunity for companies to understand and respond to the consumer by analyzing this unsolicited feedback. Given the volume, format and content of the data, the appropriate approach to understand this data is to use large-scale web and text data mining technologies.This paper argues that applications for mining large volumes of textual data for marketing intelligence should provide two key elements: a suite of powerful mining and visualization technologies and an interactive analysis environment which allows for rapid generation and testing of hypotheses. This paper presents such a system that gathers and annotates online discussion relating to consumer products using a wide variety of state-of-the-art techniques, including crawling, wrapping, search, text classification and computational linguistics. Marketing intelligence is derived through an interactive analysis framework uniquely configured to leverage the connectivity and content of annotated online discussion.
219 citations
TL;DR: A study of Texas wineries found that winery visitors tend to have high incomes and are highly educated and the attributes most important to these visitors are the taste of the wine, overall quality, the cleanliness of the winery and several factors associated with the service that is provided as mentioned in this paper.
Abstract: Although there are some drawbacks, winery tourism offers some significant benefits for wineries which are struggling for recognition These benefits include the opportunity to build brand loyalty, the chance for consumers to try products with a reduced level of risk, increased margins, and marketing intelligence opportunities A study of Texas wineries found that winery visitors tend to have high incomes and are highly educated The attributes most important to these visitors are the taste of the wine, overall quality, the cleanliness of the winery and several factors associated with the service that is provided Implications for managers, and future research directions are discussed
216 citations