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BOOK REPORT: How to optimize marketing investmentsCommentated by: Jenny Liu

Advertising is no longer a

BOOK REPORT: How to optimize marketing investmentsCommentated by: Jenny Liu

What I Liked•Writing Style• Content• Cases

What I disliked

• Too many websites

• Repetition

BOOK REPORT: How to optimize marketing investmentsCommentated by: Jenny Liu

Conventional Standards

• Return on Investments

• Key Performance Indicators

SENTIMENT ANALYSIS

Sentiment Analysis

“Bag of Words” Approach

http://twitrratr.com

Specific Sentiment Words from Twittratr.comPositive Words Negative Wordscome on pwndcongratulation pwninggtd in a bad wayproud horrifyingthanks wrongcan help failingthanks! fallen way behind

integrate losereally like fallenloves it self-deprecatingyay hunker down

epic flail got killed by

good luck only works in safarifail must have ielife saver fuming and frothing

Sentiment Analysis

Bag of Words - 2 draw backs

Polarity

.......Sinful………

Intensity

………………….”I love it”…….

To sum up….

“we are still at the beginning of using natural language processing, computational linguistics and artificial intelligence to reveal the sentiments of the public……….they will improve with time, until then these methods though not be precise, it certainly is indicative and compelling”

- Jim Sterne

BOOK REPORT: How to optimize marketing investmentsCommentated by: Jenny Liu