Visual Auxiliary Solutions to Analyse Social Media Data for Improving Marketing & Business
Mithileysh Sathiyanarayanan, Aisha Kanwal Junejo, Odunayo Fadahunsi · 2019
According to various sources, around 85% of all social media data has not been analysed. How can companies use some of this data to make better, more informed marketing decisions? We conducted a review of the analytical techniques and novel visualisations being applied, and we considered various papers across various domains that are focused on extracting information from social media data. We aimed to describe various analytical approaches used on social media data that could be used to improve marketing. For each approach, we also discussed the visualisations that can be used to describe and summarise the results of the analytical approaches. These visualisations could potentially be used by marketing managers to gain invaluable insight into the success, or otherwise, of marketing campaigns, and sentiment towards their products. Finally, we have developed a prototype solution using various analytical approaches to visualise social media data effectively.