Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Idris Kusumanegara
Unknown Affiliation
Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Utilization of NLP in Marketing Communications Idris Kusumanegara; Mohammad Faisal Rahman
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6820

Abstract

Words are part of almost every market interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a lot of textual data. But how do the best marketers use that data? This article provides an overview of automated textual NLP analysis and details how to use it to generate marketing insights. The author discusses how text can be a powerful tool both for prediction and for understanding (i.e., insight) and how NLP text can be used to unify marketing. The results show that textual analysis can unify many marketing components. While most marketing issues are interdisciplinary, the field is often fragmented. By engaging the skills and ideas from each of the marketing subfields, text analysis has the potential to help unify the field with a common set of tools and approaches.
Co-Authors Mohammad Faisal Rahman