Unstructured Data Analysis from Facebook Banking Sites

Analýza nestrukturovaných dat z bankovních stránek na sociální síti Facebook

Lucie Šperková

Acta Informatica Pragensia, 2014, vol. 2014, issue 2, 154-167

Abstract: Social networks as a modern channel for sharing online Word of Mouth is an opportunity for banking companies to analyse the communications and opinions of their customers, which they are sharing publicly. The article shows the process and results of these advanced contextual analyses of unstructured data of selected public banking pages on social networking site Facebook. The analysis of customer opinions, problems and desires may play an important role for the position of these companies in the market and their orientation to customers. Clustering methods and sentiment analysis were used, results reflect the state of the behaviour of customers and banks in this network. Paper highlights the importance of the issue of Word of Mouth and its analyses by information technology. At the same time discusses how context analysis can migrate marketing to the next level of identification of customer behaviour and his relationship to the company.

Keywords: Unstructured data; Facebook; Clustering; Sentiment analysis; Voice of Customer; Word of Mouth; bank; Nestrukturovaná data; shlukování; sentiment analýza; banka (search for similar items in EconPapers)
Date: 2014
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DOI: 10.18267/j.aip.44

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