Opinion Mining from Unstructured Web 2.0 Data: A Dicode Use Case

Abstract

Web 2.0 is challenging existing marketing and communication paradigms. Social Web has given the consumers a voice and Social Media has huge impact on brands and products today. To better understand the customers, Social Media Monitoring has become the most important way to listen to their voices. Tools available today are critically questioned from marketing regarding comprehensiveness and truth as well as regarding its representativeness. The lack of internal marketing resources involves third parties into the Social Media Monitoring process. Dicode′s goal is to support a collaborative work environment and offer technical solutions that improve the overall quality in the social media processes for all parties involved. This chapter reports on the use of Dicode Workbench and Dicode′s services in the above context.

Formerly, Ralf Löffler was the Managing Director of Publicis Brand Consultancy. Currently, he is a co-founder and Partner of the ISK Institut for Strategy and Communication.