Empowering Retail Intelligence
Aditya Mishra · International Journal for Research in Applied Science and Engineering Technology · 2024
Abstract: Employing a mixed-methods approach, the study combines quantitative data from a survey and qualitative data from interviews with marketing professionals. Survey results demonstrate that personalized marketing messages based on sentiment analysis lead to a significant increase in customer engagement (click-through rate, purchase intent) and positive brand perception compared to generic campaigns. Qualitative interviews with marketing professionals reveal the potential of AI sentiment analysis for gaining deeper customer insights and tailoring marketing content, promotions, and ad creation..