Summary: Digital Marketing And Analytics Week 5

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PLEASE KNOW!!! There are just 44 flashcards and notes available for this material. This summary might not be complete. Please search similar or other summaries.

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  • 1 Clip 1 - Analysing Reviews

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  • With which experience does posting behaviour increase?

    With negative experiences posting behaviours increase.
  • What travels faster, negative or positive sentiment?

    Negative sentiment travels faster.
  • Besides the fact that people are writing a lot of reviews, what impact do these reviews have on the behaviour of consumers?

    People use the reviews to make purchase decisions.
  • From a firm's perspective there is an important question that must be taken into account, what is this?

    What is the effect of the firm's responsiveness to customer's comments and reviews?
  • When does the responsiveness of firms become extra important and why?

    When they are dealing with negative reviews, because their response will effect the decision of a different consumer that reads it online.
  • 1.1 Review Data

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  • What are the two types of review data?

    Structured data and unstructured data (where most of the value lies).
  • How can you get the sentiment out of the Customer Textual Review-Comment?

    Sentiment Analysis.
  • Studies show that customer review's centre around a couple of main topics, what analytical implication can you derive from this?

    Using classifiers to cluster them.
  • What are review websites, where most of the reviews are created on 8-10 key-widely-used platforms?

    Platforms where customers generate reviews.
  • It is important to understand that the structure of the review differs for the different platforms. List an example of such a structure difference?

    Some platforms allow for a rating out of for example 10 and others have positive or negative feedback through words.
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