Post by account_disabled on Mar 11, 2024 5:19:02 GMT
The amount of data that we pour online every day represents an unprecedented source of knowledge for organizations (public, private, for-profit and non-profit). First of all because they reveal opinions, preferences of all kinds, purchasing intentions, but also because, being public, they can influence other people. The problem is that they are scattered across different spaces on the web and are of different types. This is why to analyze them there is a need to resort to data mining techniques, which allow the collection, classification and visualization of unstructured information. Web mining is the systematic collection of data from the web, organized and visualized in order to bring out useful information. What are the specific cases and therefore the motivations that should push companies to do web mining or social media mining (given that social media are now the largest reservoir of data)?
Crisis management : when corporate crises do not arise online, they Canada Phone Number almost always have an impact in online conversations. Web Listening tools prove essential to follow the evolution of the crisis and understand the entity and the actors. This will allow us to understand how to calibrate communication and who to direct it towards; – Reputation management : products, brands, managers and corporate stakeholders can be the subject of conversation online. Checking where, how, who, when and how much people talk about it is an essential requirement for any organisation. For strategic purposes it would also be important to monitor the reputation of competitors, in order to have a basis for comparison.
Thematic analysis : web mining proves to be very effective in understanding the spontaneous opinions of internet users regarding the most varied topics, even niche ones. Furthermore, the analysis of conversations allows us to reconstruct the customer journey and the different critical phases of the purchasing experience. – Campaign tracking : tracking the progress of a marketing campaign is an essential activity both during its execution and at the end of the day. It is possible to measure the conversations around it and the interactions that affected its contents ( reach , impressions , reactions, etc…); – Social Performance : the activities carried out through one's social spaces must be constantly monitored to identify opportunities for improvement, but this is not enough. The true source of competitive advantage lies in the analysis of competitors' social activities. In this way it is possible to identify strengths and weaknesses, but also establish the correct performance benchmarks;
Crisis management : when corporate crises do not arise online, they Canada Phone Number almost always have an impact in online conversations. Web Listening tools prove essential to follow the evolution of the crisis and understand the entity and the actors. This will allow us to understand how to calibrate communication and who to direct it towards; – Reputation management : products, brands, managers and corporate stakeholders can be the subject of conversation online. Checking where, how, who, when and how much people talk about it is an essential requirement for any organisation. For strategic purposes it would also be important to monitor the reputation of competitors, in order to have a basis for comparison.
Thematic analysis : web mining proves to be very effective in understanding the spontaneous opinions of internet users regarding the most varied topics, even niche ones. Furthermore, the analysis of conversations allows us to reconstruct the customer journey and the different critical phases of the purchasing experience. – Campaign tracking : tracking the progress of a marketing campaign is an essential activity both during its execution and at the end of the day. It is possible to measure the conversations around it and the interactions that affected its contents ( reach , impressions , reactions, etc…); – Social Performance : the activities carried out through one's social spaces must be constantly monitored to identify opportunities for improvement, but this is not enough. The true source of competitive advantage lies in the analysis of competitors' social activities. In this way it is possible to identify strengths and weaknesses, but also establish the correct performance benchmarks;