Employing Structured Topic Modelling on Customer Reviews to Unveil Satisfaction Drivers

Traditionally, businesses had to invest in market research to find out the exact reasons their customers were satisfied— or dissatisfied. Fast forward into 2020, many social media platforms function as a hub for customers which are deliberately stating and explaining their satisfaction levels with companies they interacted with. However, many companies fail to act upon this data because A) they are simply not aware of the incredible qualitative richness customer reviews offer or B) have no clue whatsoever how to generate insightful information from this valuable, yet noisy kind of data. This post shortly describes an university project where we…

Henrik Robert Kram

Currently, student of Marketing and Information Systems at the WWU Münster. Fascinated by everything in between Marketing & Data Science 🧐

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