Harnessing Business Insights from Unstructured Customer Data. Resulting from customers’ widespread uptake of online channels to buy and communicate has been a surge in online reviews and social media

Description

Harnessing Business Insights from Unstructured Customer Data. Resulting from customers’ widespread uptake of online channels to buy and communicate has been a surge in online reviews and social media posts. This textual information offers a viable alternative to surveys that Australian businesses currently conduct to obtain customer insights. However, these reviews are unstructured and require substantial pre-processing to extract underlying customer perceptions. Therefore, this project aims to develop a novel machine learning approach to quantify the business-relevant information contained in textual information shared by customers online. This alternative approach will provide significant cost-saving benefits for a range of Australian companies, such as retailers, hotels, airlines and restaurants.. Scheme: Discovery Projects. Field: 3506 - Marketing. Lead: Prof Stephan Ludwig