Literature review - Twitter as A Tool of Market Intelligence for Businesses: Sentiment analysis approach

Purpose As an emerging technology, sentiment analysis of Twitter has aroused interest in the field of business research. The thesis has three primary objectives. The first objective is to identify how businesses could utilize sentiment analysis of Twitter in their market intelligence functions. The second is to determine how sentiment analysis of Twitter compares to more traditional methods of market intelligence. Thirdly, this thesis aspires to bring technology-oriented discipline easier to approach for business researchers. Methodology The research method of this thesis is a literature review. The thesis revises prior published and peer-reviewed articles with a focus on sentiment analysis of Twitter and its applications to market intelligence. Findings There are three significant findings in this thesis. 1. Companies have utilized sentiment analysis for various purposes of market intelligence with encouraging results. 2. Sentiment analysis of Twitter has a variety of similarities with traditional market intelligence methods. In the future, it will be an auspicious technique for market intelligence as its accuracy is improved, and companies utilize it more frequently for practical purposes. 3. Even though Twitter sentiment analysis has raised plenty of interest, there is no clear research field within the business, and more specifically, market intelligence related literature. Future research For future research, this thesis provides a review of the possibilities and uses of Twitter sentiment analysis in the context of market intelligence. Its focus is to support especially business research. Reviewed literature illustrates that there are a large number of research avenues to be addressed in the future. The first objective for future research is to implement a more precise research field of business research. The second objective is to conduct more comparative studies between Twitter sentiment analysis and qualitative business research methods. Another intriguing research topic is Twitter sentiment analysis in the context of Finnish companies.Tutkielman tiivistelmätiedoissa näkyvä hyväksymisvuosi on 2019.The year of approval showing in the abstract of the thesis is 2019

Productivity Measurement of Call Centre Agents using a Multimodal Classification Approach

Call centre channels play a cornerstone role in business communications and transactions, especially in challenging business situations. Operations’ efficiency, service quality, and resource productivity are core aspects of call centres’ competitive advantage in rapid market competition. Performance evaluation in call centres is challenging due to human subjective evaluation, manual assortment to massive calls, and inequality in evaluations because of different raters. These challenges impact these operations' efficiency and lead to frustrated customers. This study aims to automate performance evaluation in call centres using various deep learning approaches. Calls recorded in a call centre are modelled and classified into high- or low-performance evaluations categorised as productive or nonproductive calls. The proposed conceptual model considers a deep learning network approach to model the recorded calls as text and speech. It is based on the following: 1) focus on the technical part of agent performance, 2) objective evaluation of the corpus, 3) extension of features for both text and speech, and 4) combination of the best accuracy from text and speech data using a multimodal structure. Accordingly, the diarisation algorithm extracts that part of the call where the agent is talking from which the customer is doing so. Manual annotation is also necessary to divide the modelling corpus into productive and nonproductive (supervised training). Krippendorff’s alpha was applied to avoid subjectivity in the manual annotation. Arabic speech recognition is then developed to transcribe the speech into text. The text features are the words embedded using the embedding layer. The speech features make several attempts to use the Mel Frequency Cepstral Coefficient (MFCC) upgraded with Low-Level Descriptors (LLD) to improve classification accuracy. The data modelling architectures for speech and text are based on CNNs, BiLSTMs, and the attention layer. The multimodal approach follows the generated models to improve performance accuracy by concatenating the text and speech models using the joint representation methodology. The main contributions of this thesis are: • Developing an Arabic Speech recognition method for automatic transcription of speech into text. • Drawing several DNN architectures to improve performance evaluation using speech features based on MFCC and LLD. • Developing a Max Weight Similarity (MWS) function to outperform the SoftMax function used in the attention layer. • Proposing a multimodal approach for combining the text and speech models for best performance evaluation

Marketing Insight: The Construct, Antecedents, Implications, and Empirical Testing

While firms’ data are exponentially growing, the level of marketing insight within firms is not. Insight is becoming a buzzword and dissipating its value due to the lack of conceptual understanding. This research develops and tests a marketing insight nomological network to answer how firms can generate marketing insights and what are the consequences of managing marketing insights. The research findings are relevant for the literature because (1) define the term theoretical domain, (2) lead companies to increase their chances to generate marketing insights and (3) establish the activities to improve the positive financial effect of marketing insight generation

The Effects of Advanced Analytics and Machine Learning on the Transportation of Natural Gas

This qualitative single case study describes the effects of an advanced analytic and machine learning system (AAML) has on the transportation of natural gas pipelines and the causes for failure to fully utilize the advanced analytic and machine learning system. This study\u27s guiding theory was the Unified Theory of Acceptance and Use of Technology (UTAUT) model and Transformation Leadership. The factors for failure to fully utilize AAML systems were studied, and the factors that made the AAML system successful were also examined. Data were collected through participant interviews. This study indicates that the primary factors for failure to fully utilize AAML systems are training and resource allocation. The AAML system successfully increased the participants\u27 productivity and analytical abilities by eliminating the many manual steps involved in producing reports and analyzing business conditions. The AAML system also allowed the organization to gather and analyze real-time data in a volume and manner that would have been impossible before the AAML system was installed. The leadership team brought about the AAML system\u27s success through transformation leadership by encouraging creativity, spurring innovation while providing the proper funding, time, and personnel to support the AAML system