Can chairs talk? Image mining and text analytics for strategic planning

Preriit Souda and Chiara Davanzo Zamarian

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.

Introduction

In a world where consumers communicate in various ways with each other through more channels than ever before, insight professionals face an ever greater challenge to accurately describe brands' share of voice and share of people's discus

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