Read the summary and the most important questions on Digital Marketing and Analytics Week 5

• 1 Clip 1 - Analysing Reviews

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• With which experience does posting behaviour increase?

  With negative experiences posting behaviours increase.

• What travels faster, negative or positive sentiment?

  Negative sentiment travels faster.

• Besides the fact that people are writing a lot of reviews, what impact do these reviews have on the behaviour of consumers?

  People use the reviews to make purchase decisions.

• From a firm's perspective there is an important question that must be taken into account, what is this?

  What is the effect of the firm's responsiveness to customer's comments and reviews?

• When does the responsiveness of firms become extra important and why?

  When they are dealing with negative reviews, because their response will effect the decision of a different consumer that reads it online.

• 1.1 Review Data

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• What are the two types of review data?

  Structured data and unstructured data (where most of the value lies).

• How can you get the sentiment out of the Customer Textual Review-Comment?

  Sentiment Analysis.

• Studies show that customer review's centre around a couple of main topics, what analytical implication can you derive from this?

  Using classifiers to cluster them.

• What are review websites, where most of the reviews are created on 8-10 key-widely-used platforms?

  Platforms where customers generate reviews.

• It is important to understand that the structure of the review differs for the different platforms. List an example of such a structure difference?

  Some platforms allow for a rating out of for example 10 and others have positive or negative feedback through words.