Practical Text Mining and Statistical Analysis for Non-structured Text Data Applications

Tutorial A

Using STATISTICA Text Miner to Monitor and Predict Success of Marketing Campaigns Based on Social Media Data

Vladimir Rastunkov, PhD and Mark Rusch,     Vice President of StatSoft, Inc.

Contents

Introduction

The Key Issue

Step 1: Collecting Data

Step 2: Monitoring the Situation

Step 3: Creating Predictive Models

Step 4: Performing a “What-If” Analysis of the Marketing Campaigns

Step 5: Performing Sentiment Analysis

Summary

Introduction

Companies in the current business environment have to spend money on advertising their products and services through various types of social media—Twitter, Facebook, YouTube, various sites with product reviews (e.g., amazon.com)—and maintain their own websites. Most chief marketing officers can ask ...