EconPapers    
Economics at your fingertips  
 

Supporting customer-oriented marketing with artificial intelligence: automatically quantifying customer needs from social media

Niklas Kühl (), Marius Mühlthaler () and Marc Goutier ()
Additional contact information
Niklas Kühl: Karlsruhe Service Research Institute (KSRI)
Marius Mühlthaler: Karlsruhe Service Research Institute (KSRI)
Marc Goutier: Karlsruhe Service Research Institute (KSRI)

Electronic Markets, 2020, vol. 30, issue 2, No 13, 367 pages

Abstract: Abstract The elicitation and monitoring of customer needs is an important task for businesses, allowing them to design customer-centric products and services and control marketing activities. While there are different approaches available, most lack in automation, scalability and monitoring capabilities. In this work, we demonstrate the feasibility towards an automated prioritization and quantification of customer needs from social media data. To do so, we apply a supervised machine learning approach on the example of previously labeled Twitter data from the domain of e-mobility. We descriptively code over 1000 German tweets and build eight distinct classification models, so that a resulting artifact can independently determine the probabilities of a tweet containing each of the eight previously defined needs. To increase the scope of application, we deploy the machine learning models as part of a web service for public use. The resulting artifact can provide valuable insights for need elicitation and monitoring when analyzing user-generated content on a large scale.

Keywords: Customer needs; Supervised machine learning; Twitter; Web services; E-mobility; Social information Systems; Marketing (search for similar items in EconPapers)
JEL-codes: C38 C81 L94 O32 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1007/s12525-019-00351-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elmark:v:30:y:2020:i:2:d:10.1007_s12525-019-00351-0

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/12525

DOI: 10.1007/s12525-019-00351-0

Access Statistics for this article

Electronic Markets is currently edited by Rainer Alt and Hans-Dieter Zimmermann

More articles in Electronic Markets from Springer, IIM University of St. Gallen
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-08-29
Handle: RePEc:spr:elmark:v:30:y:2020:i:2:d:10.1007_s12525-019-00351-0