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Unlocking eye-opening insights into consumer opinions with cutting-edge analytics
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Automotive
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Quality Analytics
Services
- Data Science Services
The Challenge
Car manufacturers and auto insurers are keen to understand how they are perceived in the market, so they can build on their strengths and address their weaknesses to sell products and services more effectively. However, gaining unbiased insight into customers’ opinions can be difficult and expensive. MOTOR-TALK, Europe’s largest online community for motoring enthusiasts, has a wealth of unbiased opinions from a wide range of automotive customers. However, the challenge was to transform the large volumes of unstructured data generated by the online community into valuable knowledge.
About The Customer
MOTOR-TALK is Europe’s largest online community for motoring enthusiasts. The platform has more than 2.6 million registered users and 45 million posts on its forums. It is visited by 4.9 million people each month, who write about 10,000 new posts every day. The online discussion forums are a gold mine of unbiased opinions from the full range of automotive customers— including casual users, motoring enthusiasts, people seeking help with technical problems, and those who are looking to purchase a vehicle.
The Solution
MOTOR-TALK deployed IBM SPSS Modeler Premium and IBM SPSS Statistics analytics software. Using these solutions, MOTOR-TALK’s analysts can easily apply sophisticated analysis techniques to transform the large volumes of unstructured data generated by the online community into valuable knowledge. The software takes into account complex linguistic concepts and can understand double meanings, irony and even emojis to reveal community members’ true feelings. The software can also identify relationships between different topics, and over time MOTOR-TALK has adapted it to recognize more and more terms and acronyms specific to the automotive industry.
Operational Impact
Quantitative Benefit
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