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A Topic Modeling Approach to Marketing Strategies for Smartphone Companies

소셜미디어 토픽모델링을 통한 스마트폰 마케팅 전략 수립 지원

  • 차윤정 (연세대학교 창의기술경영학과) ;
  • 이지혜 (연세대학교 창의기술경영학과) ;
  • 최지은 (연세대학교 정보대학원) ;
  • 김희웅 (연세대학교 정보대학원)
  • Received : 2015.09.30
  • Accepted : 2015.11.06
  • Published : 2015.12.31

Abstract

Given the huge number of data produced by its users, SNS is a great source of customer insights. Since viral trends in SNS reflect customers' direct feedback, companies can draw out highly meaningful business insights when such data is effectively analyzed and managed. However, while the importance of understanding SNS big data keeps growing, the methods for analyzing atypical data such as SNS postings for business insights over product has not been well studied. This study aims to demonstrate the way to exploit topic modeling method to support marketing strategy generation and therefore leverage business process. First, we conducted topic modeling analysis for twitter data of Apple and Samsung smartphones. Then we comparatively examined the analysis results to draw meaningful market insights about each smartphone product. Finally, we draw out a strategic marketing recommendation for each smartphone brand based on the findings.