Customer Intelligence Analytics on Social Networks

Brano Markic, Sanja Bijaksic and Arnela Bevanda
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Brano Markic: Faculty of Economics, University of Mostar, Bosnia and Herzegovina
Sanja Bijaksic: Faculty of Economics, University of Mostar, Bosnia and Herzegovina
Arnela Bevanda: Faculty of Economics, University of Mostar, Bosnia and Herzegovina

Expert Journal of Marketing, 2016, vol. 4, issue 1, 24-30

Abstract: Discovering needs, habits and consumer behavior is the primary task of marketing analytics. It is necessary to integrate marketing and analytical skills with IT skills. Such knowledge integration allows access to data (structured and unstructured), their analysis and finding out information about the opinions, attitudes, needs and behavior of customers. In the paper, the hypothesis is set that software tools can collect data (messages) from social networks, analyze the content of messages and get to know the attitudes of customers about a product, service, tourist destination, with the ultimate goal of improving customer relations. Experimental results are based on the analysis of the content of social network Facebook by using the package and function ‘R language’. This language showed a satisfactory application and development power in analysis of textual data on social networks for marketing analytics.

Keywords: consumer behavior; text mining; R language; word cloud; unstructured data; consumer analytics; consumer intelligence (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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