BUS 421 ch. 6 - Extracting Meaning from Data on the Web

The 2 Content Analysis Tools are:

- commercial - R

Which content analysis tools translate words and phrases into psychological states? Which charge the user for access? Which are usually higher in quality? Which uses LIWC - Linguistic Inquiry and Word Count (LIWC, pronounced "Luke")?

Commercial Commercial Commercial Commercial

Content analysis tools or Social listening tools? Allow marketing analytics professionals the freedom to analyze digital text, photos, audio or visual formats of communication in *greater detail*. Companies use this one to provide *deep analyses* such as examining what words or phrases are associated with specific images posted on social media T or F: social listening tools typically include both sentiment analysis, which focus on translating words into customers' attitudes, and text analysis, which focus more on general themes.

Content analysis Content analysis False - Content analysis

*** ____ = is a computer programmed extraction of information from individual computer screens, websites or reports. T or F: The legal and legitimate uses focus primarily on scraping from private websites. A common method of data scraping is ____ A web crawler uses ____ when firms index the web periodically to make searching quicker.

Data scraping False, only public! web crawling. web scraping

_____ = Is a more commercial product compared to Google Trends designed for company advertisement. Google trends or google AdWords -> Gives indications of volume instead of an index? --> Gives indexes search interest on a 0-100 scale

Google adwords AdWords Trends

An example of a Search-Volume Data Tool is... An example of a tool that Calculates frequencies of word or phrases embedded within a media provider's website/ online content count tools

Google trends (free/public access/ the search volume of terms people use on search engines). Ex: New York Time has a tool to search for any word or phrase within articles published by the NY Times from 1851-Present

______ = describes influence as "the ability to drive action."

Klout

_____ = It interprets text to reveal the thoughts, attitudes, feelings, personality and motivations of the author. Allows language to be translated into useful insights by performing sentiment analysis!!! T or F: LIWC relies on a probabilistic model, attributing words to psychological states as likelihoods. T or F: LIWC would interpret text with fewer words (less than 100) with a much higher degree of precision. Which includes more advanced features like sentiment analysis using dictionaries. Which includes lists of relevant topics showing counts and relevance scores to a particular theme (e.g., text related to brainstorming); text concordances grouping text by concepts (e.g., text that may contain customer ideas);

LIWC TRUE False, more words is better!!! OFFERS GREATER ACCURACY!!! R R

Which type of data is provided by National and Local Governments & Private Firms? Can private firms provide public data? yes or no? What is the caveat of public data? Caveat: many times sought data is either unavailable to the public or not in the required format or granularity.

Public Data yes - Private firms like Amazon and Google offer data through their own cloud platforms, Amazon Web Services and Google Cloud Platform

What are the different types of data?

Public Data, Commercial Data, Academic Data, Search-Volume Data Tools, Online Content Count Tools

R or Commercial has many available packages for research methods such as content analysis? Which has TM and Quanteda packages for content analysis? Which includes basic text processing like tokenizing, or parsing, text into pieces of words and sentences?

R R R

Which tool allows the user to see the popularity of specific topics?

Search-volume data

TweetReach is a ____ tool because it focuses on text-based messages. _____ = tool focuses on one social media attribute such as the text or the image content. T or F: Although TweetReach is a single-attribute tool by function, it is a *multi-platform tool* bc its use is not limited to Twitter. It offers similar functionality for the messaging aspects of Instagram and Facebook. _____ = tools allow marketing analytics professionals to see data across many social media platforms like Facebook, Instagram and Twitter. Marketing analytics professionals use which type of tools to assess their overall social media marketing ROI. Which type of tool to measure the return on investment (ROI) for specific attributes of their social media investments? Which tool measures impact on social media? ____ tools to determine which individual people might be key influencers to include as part of a marketing strategy. ___ tools = Marketing analytics professionals use this when they need detailed information about a particular social media site's performance.

Single-attribute social listening tool Single-attribute social listening tools TRUE Multi-platforms social listening tools multi-platform social listening tools single-attribute social listening tools Influence social listening tool Influence social listening tool native social listening tools

TYPES of *social listening* tools:

Single-attribute social listening tools Native Social Listening Tools multi-platform social listening tools Influence social listening tools

Which one involves *direct consumer data* that helps marketing professionals make better decisions when it comes to the *4 P's*?

Social listening

Social listening or Content Analysis? --> Gathers content from forums, comment sections, and social media Converts from HTML to text readable by humans, but not interpreted - i.e., raw data Social listening or Content Analysis? --> Allows for sentiment and text analysis of gathered data Serves segmentation and targeting activities, as well as opinions about brands

Social listening Content Analysis

______ = is the examination of consumer data from social media networks. These tools are platforms that connect to various social media networks in order to extract consumer data. ______ = is the examination of digital text, photos, audio or visual formats of communication.

Social listening Content analysis

Hootsuite Klout Facebook Analytics Instagram Analytics Tweet Reach are all examples of .... tools?

Social listening tools

It is possible to gain even greater control over web scraping through programming in languages like R. --> Some other useful *platforms* for *data scraping* are ___, ___, ___. Which provides, using keywords, the option to filter the data that it scrapes, which helps in weeding out irrelevant content? Which is a web-based scraping application that doesn't require any download. It sets up crawlers and fetches data in real-time. Which is a visual scraping tool that is easy to configure / has the ability to run your extraction on the cloud and on your own local machine.

Spinn3r, Dexi.io, Octoparse Spinn3r Dexi.io Octoparse

An example of a tool that allows businesses or individuals to extract data from a number of social media accounts all in one place / multi-platform social listening tool An example of a tool that measures the impact someone has through various social media outlets / Influence social listening tool An example of a single-attribute social listening tool is ... Many social media platforms offer their own analytics tools/ native social listening tools, an example of these tools are ....

hootsuite Klout TweetReach, an analytics tool designed to help marketing analytics professionals better understand the impact of a message such as a tweet on Twitter. Facebook Insights -> offers specific analytics, including data on segmentation, posting time, clicks and likes.

Marketing analytics professionals must learn to use important ____ listening and ____ tools.

social listening content analysis tools

Steps of Content Analysis 1. 2. 3.

structure (Sort data scraped from websites or social media into a comprehensible format) clean (Remove errors - irrelevant, incorrectly parsed, or unhelpful entries) extract meaning from the data (Dictionaries - convert word usage into psychological and sentimental information).

Are commercial data typically structures? yes or no? T or F: Websites are built using HTML, and though they are designed for human observation, they can be read by computers and their information used as data

yes! trueee