Enhancing Customer Insight with Sentiment Analysis

In today’s digital age, understanding customer sentiment is key for shaping marketing strategies, refining brand messaging, and improving customer experience. Sentiment analysis, a subset of natural language processing (NLP), empowers marketers to sort through massive amounts of unstructured text data, such as customer feedback, social media conversations, and product reviews, to gauge public sentiment. This analytical approach not only helps in monitoring brand reputation but also in tailoring marketing messages according to customer preferences, which enhances the overall customer insight.

This chapter explores the world of sentiment analysis for marketing. Using the power of Python, you will learn how to classify sentiments as positive, negative, or neutral, and identify the nuances embedded within customer feedback. We will also use hands-on examples, based on the “Twitter Airline Sentiment” dataset from...