Digital transformation is changing the competitive dynamics, calling for new strategies and models to handle emerging business challenges. It is also producing new opportunities related to the exploitation of digital media in business. Digital media are not only a means to deliver products and services, but also a channel to interact with consumers and a source of information on users’ preferences. Indeed, data shared by customers on the web, the User-Generated Content (UGC), can give entrepreneurs a detailed perspective of the market. This work examines an application of Natural Language Processing techniques on UGC to discover insights on users' opinions. We collected more than 13.000 reviews of software from digital stores (Google Play and Apple Store) and software review website (Capterra), to gather interesting and valuable information on the customers’ perspective and their response to a given marketing strategy in two case studies on digital product’s launch. The objective is to give support to two Italian companies in the process of business model development through data-driven evidence. We aim to discover who are the users and which are their needs using a lexicon-based approach to identify that information in unstructured text. The results of the analysis provide qualitative and quantitative descriptions of the market segments in which a certain product can be distributed. We propose a method to examine UGC and to explore customers’ behavior on social media. The findings helped managers for the development of their business model, enhancing an informed decision-making process.
What Users Want: a Natural Language Processing Approach to Discover Users'needs From Online Reviews
Irene Spada
;Simone Barandoni;Filippo Chiarello;Gualtiero Fantoni;Antonella Martini
2022-01-01
Abstract
Digital transformation is changing the competitive dynamics, calling for new strategies and models to handle emerging business challenges. It is also producing new opportunities related to the exploitation of digital media in business. Digital media are not only a means to deliver products and services, but also a channel to interact with consumers and a source of information on users’ preferences. Indeed, data shared by customers on the web, the User-Generated Content (UGC), can give entrepreneurs a detailed perspective of the market. This work examines an application of Natural Language Processing techniques on UGC to discover insights on users' opinions. We collected more than 13.000 reviews of software from digital stores (Google Play and Apple Store) and software review website (Capterra), to gather interesting and valuable information on the customers’ perspective and their response to a given marketing strategy in two case studies on digital product’s launch. The objective is to give support to two Italian companies in the process of business model development through data-driven evidence. We aim to discover who are the users and which are their needs using a lexicon-based approach to identify that information in unstructured text. The results of the analysis provide qualitative and quantitative descriptions of the market segments in which a certain product can be distributed. We propose a method to examine UGC and to explore customers’ behavior on social media. The findings helped managers for the development of their business model, enhancing an informed decision-making process.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
