Applications of artificial intelligence in marketing

A Project Report Submitted for the partial fulfillment for the

award of the degree of Master of Business Administration

Under the Guidance of

Prof. Garima Gupta

Submitted by:

A Sahithi

FT-101, MBA (FT)-2018-20

Area Code: MAR

Faculty of
Management
Studies, Delhi
University of Delhi
February 2020
 Certificate

This is to certify that the project titled “Applications of artificial intelligence in marketing
” submitted in partial fulfillment of the requirements for the Degree of Master of Business
Administration is a record of original research work carried out by myself. Any material
borrowed or referred to is duly acknowledged.

___________________________
A.Sahithi
FT-101
MBAFT -2018-20

This is to certify that the above-mentioned project titled “Applications of artificial

intelligence in marketing ” submitted by A.Sahithi, MBA(FT) Batch 2020, Roll No. FT-101
has been carried out under my supervision.
___________________________
Project Guide : Prof Garima Gupta
Faculty of management studies
 Acknowledgement

I would like to express my heartfelt gratitude to my guide Prof. Garima

Gupta for providing me with this opportunity to work under her guidance.
Madam provided me with constant support in providing direction to the
project and pursuing such a project in such a vast and dynamic field would
not have been possible without her supervision and encouragement. I would
also like to thank all the faculty and staff of FMS Delhi for their constant
support and help. I would also like to thank the Dean , FMS for facilitating a
smooth process for dissertation.

I would also like to thank Mr.Tarun Kota (Co Founder , Sheeko – The content shop)
for providing with his expert opinion, permission and data for the case study.

Last but not the least; I would like to thank my friends for their support and
words of motivation throughout the project duration.

A.Sahithi

FT- 101

MBAFT- 2018-20
FMS Delhi
 Index
Certificate………………………………………………………………………………...2
Acknowledgements………………………………………………………………………3
Chapter 1 – Introduction
o Role of AI in marketing…………………………………………………………5-8
o Evolution of digital marketing…………………………………………………..8-9
o Brand engagement in social media space………………………………………9-10
Chapter 2- Literature review………………………………………………………......11-14
Chapter 3- Application of artificial intelligence in opinion mining and sentiment analysis
o Introduction……………………………………………………………………15-16
3.1. Sentiment Analysis of reviews from Trip Advisor on ‘ My Bar HQ’ restaurant
➢ Introduction…………………………………………………………………...17
➢ Methodology………………………………………………………………18-21
➢ Observations……………………………………………………………….22-15
3.2 . Opinion mining for competing brands Forest Essentials and Kama Ayurveda
➢ Introduction…………………………………………………………………..26
➢ Methodology ………………………………………………………………...26
➢ Observations………………………………………………………………27-34
Chapter 4 – Application of artificial intelligence in influencer marketing
o Introduction…………………………………………………………………….35-38
o Methodology…………………………………………………………………...38-40
o Observations……………………………………………………………………41-44
Chapter 5- References ………………………………………………………………….45-46
 Chapter 1

Introduction

Role of AI in marketing

In the current age , marketeers who aren’t incorporating artificial intelligence in their
strategies are already becoming irrelevant. There are many use cases of AI in marketing.

Content Curation

Recommendations is probably one of the best cases of simulated AI in promoting products.

Online business sites, web journals, and numerous media sites utilize AI to break down your
activities on the web and prescribe you items to cause you to invest more time on their sites.
Companies search for approaches to connect with customers. They need you to invest greater
time on their site and for this they try to functions an insightful sales representative and give
you suggestions dependent on consumer interests.

Dynamic pricing

Dynamic pricing is a method of customized valuing and the evaluation methodology decided
the price relying on the demand, the accessibility and the profile of the client. AI systems are
even used to choose and configuration customized offers dependent on client profiles.

Programmatic Advertising

Some years ago, advertisement development was for the most part an innovative undertaking.
It despite everything is still important today, except that organizations must look past
innovativeness in the event that they need their promotions to be successful. Today, it is tied
in with focusing on and conveying the correct message. Purchasers and business to business
(B2B) purchasers are bombarded each day with advertisements. A lot of them are
insignificant, so they basically close the advertisement or proceed onwards. At the point
when this occurs, companies lose money. With AI, organizations can improve this scenario.
Advertisements can be bought first and then personalized. The Ads can be displayed only to
the target users who may be relevant to the product.

Chat Bots
The key interest with chatbots is the effect they can have on the client experience. For certain
organizations, there aren't sufficient representatives or hours in the day to answer client
inquiries rapidly. Chatbots permit clients to support themselves. In any case, there is a correct
way and an incorrect method to utilize chatbots. This innovation ought to never have the last
say with respect to a client complaint. It ought to likewise be simple for a lead or client to talk
with a human in the event that they like. The genuine potential lies in smart chatbots, instead
of the basic ones that we routinely observe now. These are AI-fueled systems that speak with
people reactions creating both in real time and at the time of inception.

Behaviour Analysis and predictive analytics

There are numerous variables that impact the present and future of a business in the market.
They are perplexing, exceptionally connected, and once in a while hard to quantify. One of
the difficulties marketers face is the means by which to forecast the future of the company or
a brand utilizing a huge set of variables under tight time constraints. Many AI systems have
been utilized to consequently identify patterns and behaviours in the various data sources and
help marketeers forecast about businesses accurately.

Specific use cases of AI in marketing

Use of AI for deciding optimal price for a product

Deciding the optimal price for a product is a challenge that companies face every day. There
are a number of pricing strategies in place but the one that the company might want to use
may differ depending on the overall strategy of the company. Sometimes companies are
interested in increasing profitability while sometimes companies want to increase the overall
market share. Sometimes a price change strategy may be needed to protect the company’s
existing market share.

Now a days , a customer can easily look up the price of a product online while shopping in a
brick and mortar store and make comparisons. He can also compare between prices on
various e commerce sites and decide on the one that is most attractive to him. Marketers must
take into account a lot of variables before deciding on the price of a product. The different
variables that come into play can include competitor pricing , the firm’s own position and
market share , the costs that is incurred in the manufacturing of the product , the relationship
with the various stake holders etc. Machine learning techniques can help in this case by
taking into consideration all the input variables and can come up with an optimal pricing
strategy. The machine learning system makes use of the patterns in historical data along with
incorporating real time changes in the market environment and trends. Making use of
machine learning models can help marketers come up with a right price for their product
which is backed by data.

In order to make use of ML models to come up with a pricing strategy , the various input
variables could include data about the past sales history , information about the product
description like the brand and the product category , information on past sales promotions ,
customer testimonials and reviews , information on the products of competitors , data on the
warehouse inventory and the demand – supply , information about the location of the stores ,
customer demographics etc.

Use of AI for demand forecasting

Machine learning algorithms are suited for creating sales forecasts when multiple variables
influence demand. These algorithms precisely show the collective impact of variables like
marketing inputs, weather, forex market, internet traffic and even a macro level event (one
off or periodic) in the forecasting model. This is why Machine Learning create forecasts with
precision that is 50% more accurate than traditional methods. However, the caveat is that it
needs enormous amounts of data.

In case the available data does not set into any specific model an ensemble model can be used
- Where different algorithms which all run predictive models in simulation are combined and
best result that suits at an SKU (stock keeping unit) level is retained. Currently, this is the
optimum approach for reaching the greatest precision at a finetuned level, in order to ensure
maximum efficiency across all stock.

Sales or Demand Forecasting has different uses that depend on the objectives you have, the
Forecast period and the data complexity. This compounds when the demand for precision in
the model increases. For example, Demand Forecasting can be used to predict short-term
changes in sales, or prepare you for recurrent changes, and thereby manage product and price.
Or In long term planning Sales Forecasting can be used in planning for strategic planning in
various functions of an organization like production, finance, supply chain operations etc.

A very relevant example is the Hospitality, tourism and retail industries use Sales Forecasting
to optimize pricing strategy of products, plan marketing campaigns and manage inventory
based on high selling products. Alternatively, product manufacturing uses demand
manufacturing to predict production levels and maintenance shutdowns. Too much of data or
forecast still creates problems when they are frequently created for lots of products. This
leads to data overload and lack of actionable items for relevant stakeholders within the
organization. However, AI related supply chain and inventory management strategies can be
used to increase automation.

Use of AI for customer segmentation and dynamic pricing

In customer segmentation, cluster analysis is done using mathematical models to group

similar customers based on the subtle variations within each group. These homogeneous
groups are called “personas”.

Here Machine Learning’s greatest achievement is to accurately refine the segmentation based
on razor thin differences, in contrast to older approaches which treat the customer base as a
homogeneous set. However, in real world, companies have a very diverse , non-homogenous
set of personas.

Remi’s AI product constructs the demand relationship model for every ‘persona’; For
example users who are searching for two packets of Biryani for delivery at 10:00pm on a
weekend and are happier to pay extra for the delivery.The demand relationship and the wide
variety of buying personas feed the tool and brings the estimations to the sales channels,
changing the prices of every SKU at periodic time intervals.

This helps in the following ways :

• Drives revenue growth

• More precise prices that are set at SKU level

• Swift response to demand changes

• Stronger and Intelligent control on Pricing

• Leveraging data related to customer price perception, for long terms increase in sales
or bottom line

Evolution of digital marketing

This is a very wide term that can be used for marketing a product /service to the consumers
through various online channels. It evolved with the evolution and proliferation of internet as
a communication medium. The digital marketing space evolved from 1990s to the current day
incorporating changes along every stage with the proliferation of social media and evolution
of new technologies. It has literally changed the way brands communicate and do business. In
the current age with the rapid growth of the E commerce industry in which transactions are
happening online rather than in the physical stores , the use of digital marketing has
becoming more important than ever. It is actually an umbrella term that encompasses various
techniques like social media marketing , email marketing , search engine optimization ,
content marketing , search engine marketing , influencer marketing , display advertising etc.
Display advertising can be carried out on affiliate sites usually on sites with related content.
This technique usually serves as a trigger in the need recognition stage. Search engine
optimization includes making the website more relevant to what customers are looking for so
that it shows up on the top of the search results. Search engine marketing on the other hand
involves a dynamic bidding process on google ads to get the ad on top of the search results.
Both these techniques are used to increase visibility in the information search stage.
Influencer marketing makes use of celebrities or micro influencers who are connected to
similar products to increase product awareness during the need recognition stage and
sometimes testimonials by influencers also help in the evaluation of alternatives stage.
Content marketing can help in need recognition and information search stages. Email
marketing can be used to induce interest in the need recognition stage and also to collect
consumer feedback in the post purchase stage.

Digital marketing can help companies achieve an edge over their competitors. By observing
behaviours of various consumers on social media sites , brands can understand the underlying
pattern and come up with a precision marketing strategy. It is very useful to draw insights
from a user’s online behaviour to understand user persona and come up with a strategy. The
strategies are different for engaging with the consumer at the different stages along the
consumer decision making process.

Brand Engagement in the social media space

Engaging with users in the social media space can help brands gain new customers and retain
old ones as well. Also when users feel connected to the brand , they are very likely to garner
a positive image about the brand and refer the same to their social circle as well. The social
media platforms on which the target segment spends a major chunk of their time should be
first identified to increase involvement of audience in the brand’s social media activity.
Brands must identify what the users resonate with and how to connect with them on an
emotional level as well apart from highlighting the utilitarian value of the product in order to
gain mind share of customers.

It is also important for brands to deliver a similar message across all the touch points. The
message has to be consistent across all the online channels and the offline ones through with
the brand is engaging with its audience. It is also useful for brands to create a set of user
personas and come up with different strategies to engage with each of them. The content that
is being used for the different personas should fall in line with their behavioural patterns.

Brand engagement in the social media space should not only include the brand – user
interaction but also the interaction between the different customers as well. This could
include conversations and sharing of brand related content and values between the
customers.The most popular engagement technique in the social media space involves
communicating with customers to share information and other content which the customers
also can promote to their circles. Brands also need to be actively communing and listening to
the conversations happening in the online space about products and brands and use the data to
build stronger relationships with customers. Co creation is also a form of engagement where
in the brands involve the customers to come up with creative endeavours and collaborate with
them. Initiatives for Customer care and satisfaction in the social media space can be seen as a
form of engagement although it is sometimes views as a reactive strategy rather than a
proactive strategy.
 Chapter 2

Literature review
1) Real time big data processing for instantaneous marketing decisions : A
problematic approach – Abdul Jabbar et al , Industrial Marketing management ,
Elesvier

The paper talks about how mining raw data from various sources like the internet of
things , various social media sites and the browsing search engines is giving a chance
to business to business industrial marketing companies to come up with a procedure
backed by analytics to develop programmatic advertising and marketing techniques
for advertising on the various affiliate sites. The structuring and processing of the raw
data into the form from which marketeers can draw insights easily poses quite some
challenges especially when it comes to doing it in real time. Structuring the data in
real time is important as it helps keep marketeers abreast with the latest happenings
and they can take decisions based on that. The paper tries to talk about the issues
related with this and tries to explore the connection between rea time processing of
big data and programmatic marketing techniques. This could be quite useful for
companies as well as marketeers as a lot of decisions in this space are driven by AI
now a days.

2) Applying Fuzzy logic for sentimental analysis of social media network data in
marketing- Karen Howells , Ahmet Ertugan – Procedia Computer science

The paper talks about how it is important for marketeers to understand their
consumers and derive insights about their behaviour and other environmental
variables before coming up with a social media marketing campaign. They need to
know a lot of consumer variables including the user personality , their consumption
patterns , experiences from the past , the consumer responsiveness to marketing
campaigns , brand loyalty views of the consumers and their brand perception. It is
important to have knowledge of all these factors as the marketers make their strategic
decisions based on all these inputs. The paper further talks about how to gather data
about the customers in order to analyse them to gain insights , analysing the strategies
 of competitive brands which are both important steps in coming up with a strategy. It
is to be noted that the greater the amount of structured data , the better are the
informed decisions. There is a lot of information about consumers available on the
various social media sites about their preferences , the user demographics etc. The
data that can be mined from these sites includes information about their opinions ,
testimonials , user experiences , engagement with various brands , engagement rated
with different kinds of content etc. There are a lot of conversations on social media
sites also around brands and by using text mining techniques , all of this data can be
imported and structured to draw insights and understand customer perception about
the brands. If the text mining is done in real time , it helps marketeers be relevant with
respect to what is happening in real time in the market sphere. The paper talks about
how fuzzy logic techinques can be useful for both text mining as well as sentiment
analysis techniques to collect data from the various social media sites.

3) Social media metrics and sentiment analysis to evaluate the effectiveness of social
media posts – Flora Poecza et al, Science direct

The paper talks about how the proliferation of social media networks has given
opportunities to people to express their opinions and felt heard. It has given rise to self
marketing techniques where in individuals who are able to generate a high rate of
engagement or get other to resonate with them are even able to gain profits in
monetary terms by getting other people to engage with their content and increasing
reach. There are various ways by which users engage with content on social media , it
could be in the form of likes , comments or even sharing the content. The
conventional metrics make use of the likes , comments and the shares to look at the
engagement rate . Making using of sentiment and text analysis tools in
complementarity with the traditional ones can provide the complete picture. Using a
combination of the both can help both individuals using self marketing techniques to
improve their content. This will help them achieve steady progress and also gain
monetary profits. A lot of freelancers including independent game developers are
making use of these techniques now a days to understand and get insights about what
their target group is actually looking for.
4) Sales forecasting using regression and artificial neural networks- Jai Kedia ,
Ryan Synder – Research Gate

The paper talks about how using predictive analytics techniques in Machine learning
for forecasting sales is a vital aspect for a lot of businesses in the current age. A lot of
companies are now working on their abilities to accurately forecast sales in order to
gain a competive advantage over their rival companies. An effective forecasting
model helps the manufacturers as well as the distributors and the other stakeholders in
the system to hold the required amount of inventory as per the demand in the market
for the product while optimizing costs at the same time. The paper talks about using
not just the historical sales data but also the various environmental variables to make
accurate sales forecasts.

5) On predicting elections with hybrid topic based sentiment analysis of tweets –

Barkha Bansal, Sangeeta Srivastava – Elsevier

The paper talks about how in the recent years , elections are fought not just on the
ground alone but in the online space as well. There are multiple conversations that
happen in the social media space around elections. This data if analysed properly can
be used for election monitoring as well as prediction. The paper especially talks about
the use of Twitter during election time to make predictions using opinion mining
techniques. During the election campaigns , the contestants as well as the voters take
to Twitter to express their opinions about the various parties and all of this generates a
large amount of data. Although this data in unstructured , by cleaning it and applying
text mining and sentiment analysis techniques , the general sentiment of the voters can
be predicted. This can be useful while predicting opinion polls by taking opinions in
the online space also into considerations.

6) Social media mining and Sentiment analysis for brand management – Uman
Tugba , Diren Bulut , Cemil Yigit – Global Journal of emerging trends in e
business , marketing and consumer psycology
 The paper talks about how big data mining ie mining of unstructured data from the
internet has been gaining prominence in recent years. This is because there is a lot of
data about consumers that is available in the social media space. It talks about the
ways data can be mined from Twitter and Facebook using application program
interfaces of the sites. The paper analyses trends in the construction , technology and
food industries in Turkey by making use of these techniques. It talks about not only
using API data but also by tracing mobile applications and using HTML data.
It also talks about how data clouds can be used as visualization tools to understand
what people are talking about most frequently from the unstructured data that is
extracted. It talks about how sentiment analysis on different social media channels is
important for a company to come up with an advertising strategy for all the channels.

7) Influencer marketing in social media context – Slavia Kostic , Milan Okanovic –

Research gate

The paper talks about how influencer marketing actually has its roots in word of
mouth marketing. It is important for brands to be able to influence in the digital space
as this will create a word of mouth strategy , start further conversations around the
subject and ultimately influence consumers and drive behavioural change. The paper
also talks about the various kinds of influencers including celebrities , activists ,
journals , opinion leaders , those who have built their personal brands in the online
space. It also talks about the various metrics that can be used for influence discovery
for a campaign. The KPIs to be looked at before deciding on an influencer include
reach , resonance and relevance.
 Chapter 3

Application of artificial intelligence in opinion mining and

sentiment analysis
In the current age , with the penetration of internet in both urban and rural areas and the
proliferation of social media networks , consumers now have the opportunity to express their
views on various forums and websites. Consumers can express their opinions in various
forms - engaging with posts on social media sites, blog posts , writing reviews etc. Because
they are able to share their opinions about various products and services that can influence
other consumers are well , companies are very careful to maintain a positive image and give
their consumers a good user experience to garner a positive public image.

The extent to which the online reviews influence customer buying behaviour also depends on
the product category. Customer reviews and testimonials can be in the form of reviews under
the product on ecommerce sites , reviews about services on travel and restaurant websites,
testimonials by customers on independent Instagram and twitter posts where in they make a
reference to the product , testimonials by influencers etc. Using text mining techniques to
extract insights from all of these different sources can help a company understand the
sentiment around the brand. It is important for companies to pay close attention to online
reviews in order to understand the customers and their needs and work on them. For instance
for customers leaving a positive feedback about the product , remarketing strategies can be
designed. When customers leave negative feedback about certain product attributes or service
then improvements can be worked out.

There is enormous amount of data on consumer opinions available on social media sites
about a particular product or service. Companies can garner meaningful insights from this
data on whether the sentiment associated with the product is positive or negative and decide
on a plan of action accordingly. There are various techniques that can be used to determine
the sentiment associated with opinions on social media like text mining , natural language
processing , sentiment analysis. It is also important for companies to corroborate with
opinions both in the online and offline space. It can be hypothesised that there can be a
relationship between the online consumer sentiment and the consumer confidence about a
product in the offline space. It also interesting to note that while the consumer is on a
decision making process , there are a variety of things that influence consumer behaviour at
different stages. The data on engagement at various stages of the decision making process can
give a lot of useful insights. In the need recognition stage , there are various triggers on a lot
of social media channels. A lot of influencers play a role in this stage. Even in the
information search stage, influencers using the products / services may offer a certain
impression to the potential customers. Reviews by past users of the products also come into
play at this stage of decision making. Even while evaluating all the alternate options available
before deciding on a product , testimonials and reviews by past users play a role in guiding
the process. The sentiment associated with the reviews would play a role in the process.
Using data analytics and AI related methods , the sellers of various products and services can
come up with a more precise marketing strategy .

Sentiment analysis can prove to be a very useful tool in monitoring what consumers are
talking about the brand and if the emotion associated with it is either positive or negative.
Extracting data from conversations around the brand and carrying out a sentiment analysis
can help salvage the reputation of the brand , work on the experience of customers and
satisfaction , identifying influencers who could be good for the brand , generating leads ,
looking at the key performance indicators etc.

There are various tools which can help brands get an overview of what is happening around
the brand in the online space like the volume of conversations , reviews , testimonials and
which geographies and demographic segment the people talking about the brand are from ,
the level of engagement and the sentiment associated with the brand , identifying
conversations around competitor brands and trends that are occurring in real time to help
keep abreast with competition , creating the kind of content that customers would resonate
with based on the data available.
3.1) Sentiment Analysis of reviews from Trip Advisor on a restaurant ‘My
Bar HQ’ in Delhi

• With the proliferation of internet , the hotel and restaurant business has undergone a
big revolution. A number of aggregators and 3rd party websites which give
information on the different hotels and restaurants available have now come into
picture.
• Most of these websites including make my trip , GoIbibo , Trip advisor etc make use
of a star rating system to rank the hotels and the restaurants. These ratings are
provided by the customers who have been to these places. Some of the customers also
share reviews regarding their experience at the place
• It has been observed that when people want to try out a new restaurant or make a
booking in a new hotel , they try to rely on these customer reviews because these give
them an insight into other people’s experiences which they tend to trust
• Using different machine learning techniques like opinion mining and sentiment
analysis on these reviews , important insights that may not be very evident from the
star rating system alone can be understood
• Sometimes the reviews may be a very large unstructured data set and so only by
structuring it through narural language processing techniques and sentiment analysis ,
can the important insights be derived.
• Topic modelling is also a technique using which the specific topics that are being
talked about in the unstructured data set can be defined and the reviews can likewise
be classified according to the set of topics to get sharp insights
 Methodology :

• For this particular case , the website Trip Advisor which is one of the popular
websites available for restaurants and hotels was selected. On the website , the
restaurant ‘ My Bar HQ’ which is located in Connaught Place was selected to
scrape reviews from
• A scrapper tool was built on python to scrape reviews from the website.

Scrapper Code :

import requests
from bs4 import BeautifulSoup
import re

user_agent = "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_10_3) AppleWebKit/537.36

(KHTML, like Gecko) Chrome/44.0.2403.89 Safari/537.36"
headers = {
'user-agent': user_agent
}

def get_response(url):
try:
r = requests.get(url, headers=headers, timeout=60)
except:
return None

return r.content

def resta_reviews(url):
'''
This fucntion is used to scrape all reviews for any restaurent listing in Tripadvisor website.
Genrally there are many pages of reviews with fixed number of reviews in each page.
Extract
this page details using pagination details, construct urls for each page of reviews. Using
multithread process to speed up process of scraping all these pages.
 Input:
soup: soup object of page scraped
url: url of tripadvisor restaurent page
Output:
Reviews of restaurent page in tripadvisor.
'''
review_dict1 = {}
url_cont = get_response(url)

try:
soup = BeautifulSoup(url_cont)
if soup.find('div', {"class": "pagination-details"}) is not None:
# obtaining pagination details
pagi = soup.find('div', {"class": "pagination-details"}).text
pagi = pagi.replace(',', '')
# finding number of pages and number of reviews in each page
num = re.findall('\d+', pagi)
tabs = int(num[2])//int(num[1])

# constructing urls for each page of reviews

for j in range(0, tabs*int(num[1])+1, int(num[1])):
if j == 0:
url_new = url
else:
url_new = url.replace(
'-Reviews-', '-Reviews-or'+str(j)+'-')
print(url_new)
#pdb.set_trace()
# using multithread to speed up process of scraping all these pages
# q_a, t_a = enthread(
# target=get_response, args=(url_new))
# q.append(q_a)
# t.append(t_a)
# for i in range(len(t)):
# t[i].join()
# for i in range(len(q)):
# content = q[i].get()
content = get_response(url_new)
try:
soup = BeautifulSoup(content, 'html.parser')
# extraction of reviews from each page after scraping
for i in soup.find_all('div', {"class": "prw_rup prw_reviews_review_resp"}):
date = i.find('span', {"class": "ratingDate"}).text
review = i.find(
'div', {"class": "prw_rup prw_reviews_text_summary_hsx"}).text
if date in review_dict1.keys():
review_dict1[date] = review_dict1[date]+'!@#*'+review
else:
review_dict1[date] = review
except:
pass
review_dict = {k: v for k, v in review_dict1.items()
if k is not None}
return review_dict
else:
for i in soup.find_all('div', {"class": "prw_rup prw_reviews_review_resp"}):
date = i.find('span', {"class": "ratingDate"}).text
review = i.find(
'div', {"class": "prw_rup prw_reviews_text_summary_hsx"}).text
if date in review_dict1.keys():
review_dict1[date] = review_dict1[date]+'!@#*'+review
else:
review_dict1[date] = review
review_dict = {k: v for k, v in review_dict1.items()
if k is not None}
return '' if review_dict == {} else review_dict
 except Exception as e:
return ''
url = ' https://www.tripadvisor.in/Restaurant_Review-g304551-d9776415-Reviews-
My_Bar_Headquarters-New_Delhi_National_Capital_Territory_of_Delhi.html'
k = resta_reviews(url)
k1 = pd.DataFrame(k.items(), columns=['Date', 'Text'])
k1.to_csv('ta_resta_name.csv', index=False)

• The data that was scraped included information on the date reviewed and the reviews
by the customers under that particular restaurant on the website
• A sentiment analysis of the reviews was carried out initially to understand the overall
sentiment associated with the data.
• A classification of the reviews according to certain predefined key words was also
undertaken. The key words used were : ambience , cleanliness , cost , dance floor ,
drinks , food , location , music and service
• A word cloud was also generated based on the frequently used words in the reviews
Observations

Sentiment Analysis of the reviews

• From the sentiment analysis of reviews it can be observed that the model has
classified 29 reviews as negative and 143 reviews as positive
• From the confidence levels for the sentiment associated with each review , it can be
seen that on the whole the sentiment associated with the set is positive with a
confidence level of 0.629
• The overall star rating on the website is 4 for the restaurant

➢ The sentiment analysis of the reviews also highlights key words both on the positive
and negative end.

Word Cloud

• A word cloud gives a rough idea of the most frequently used words by customers in
their reviews both on the positive and negative ends
 Classification of reviews according to pre-defined keywords

Distribution of various aspects talked about in reviews

ambience clean cost dance floor drinks

Food location music service

• Separate list of reviews under each of these key words can be prepared to get a
complete understanding of the issues relating to that key word
• In this case , a list of 41 reviews which related to the ambience of the place was
prepared so that a complete understanding of the issues relating to ambience could be
made.

List of reviews under the aspect- Ambience

• Sentiment analysis of the reviews under the aspect – ambience showed 6 negative
reviews and 34 positive reviews with an overall sentiment positive with a confidence
level of 0.67
• Similarly by carrying out a sentiment analysis for the reviews under each of the
aspects from the list of the predetermined key words , the customer confidence related
to each of them can be understood
• From the confidence level values , the aspects of the restaurant that need more work
as compared to the others can be identified
• For instance in this case , the overall confidence level is 0.63 while the confidence
level for ambience is 0.67. This implies that the customers are more positive about the
ambience aspect as compared to the overall picture.
• Those aspects which are pulling down the overall confidence level value need to be
identified by carrying out a sentiment analysis for the reviews under each of the pre
defined key words.
• Currently , trip advisor uses a star rating system for its customers and then ranks
restaurants according to their star ratings
• But star ratings usually provide the broad outline and may not give the exact picture
about how a customer is feeling about specific aspects of the restaurant. For instance,
sometimes customers may give a five star rating even though they had an issue with
some specific aspect of the restaurant. These things tend to be overlooked in a star
rating system.
• By using a sentiment analysis of the reviews and a text analysis for the frequently
used phrases , the positive and negative aspects of the reviews can be understood and
those aspects of the business can be worked on.
• The Frequently occurring phrases in the word cloud like food , place , ambience ,
music in this case are usually those aspects that concern majority of the customers and
so close attention must be paid to those aspects.
• Highlights of the text analysis also point out to the positive and negative aspects of
the restaurant. The positive aspects should be leveraged to gain an edge over other
competing restaurants while the negative aspects should be worked upon to improve
the overall confidence level associated with positive sentiment.
3.2) Opinion mining of data for competing brands

• In the current era of cut throat competition , it is not sufficient for brands to have
knowledge of how they are doing in the online space.
• It is equally important for brands to understand how their close competitors are doing
as well and understand what the overall big picture is.
• Use of AI powered tools for opinion mining around conversations that are happening
in the social media space around not just the company brand but also competitor
brand can give vital insights
• Data regarding the number of mentions , the reach , the engagement rate , the
sentiment associated with the mentions , the keywords used in association with the
brands , information regarding the leading social media channels for the product
category , list of the top influencers in the category , information about the
demographics like age , gender and interests of the users engaging in a conversation
around the brands can help the company come up with a precision marketing strategy.
• The insights from the information can help the brand leverage only the areas that is
strong in but also the weak areas of the competitor brands from consumer opinions

Methodology

• There are a lot of conversations that happen around brands on social media sites.
• Crawlers in Data analytics Languages like Python or R can be used to import and
derive insights from all this data.
• There are several online tools like Brandwatch , SproutSocial , Phlanx , Social blade
etc that helps marketeers keep a track of both their own brand and the competitor
brands
• Some of these tools are free while the others are available on a subscription basis.
• The online tool – ‘Talkwalker’ was used in this case to carry out a comparative
analysis around 2 brands – Forest Essentials and Kama Ayurveda in the online space
• Forest essentials and Kama Ayurveda are both companies that primarily deal with
Ayurveda derived products in the beauty segment.
Observations

Observations from opinion mining for brands Forest Essentials and Kama Ayurveda

The data has been extracted from the last 7 days ( 27-1-2-2020 to 2-2-2020) on social media
sites

Mentions

Sentiment
Words used in association with the brands
Popular Hashtags used in association

Celebrities associated with the brands

Other brands used by customers in association with the two brands on social media sites

Occasions around the brand mentions

Top influencers for both the brands and the engagement metrics

Unique Posts for both brands

Share of media for the brands

Demographic data of people talking about the brands

Brand mentions across the globe

Percentage of conversations from countries

Insights from opinion mining for Forest essentials and Kama Ayurveda brands

• It is evident from the graphs that Forest essentials has had more mentions and greater
engagement that Kama Ayurveda in the last 7 days but upon looking at the sentiment
analysis , it is observed that only 57.9 % of the mentions of Forest essentials have a
positive sentiment while 92.6 % of the mentions of Kama Ayurveda has a positive
sentiment.
• From this it can be deduced that a lot of the Forest essential mentions ( 42.1%) were
for negative reasons. In the absence of sentiment analysis , one would probably think
that Forest essentials was doing well in the social media space as compared to Kama
Ayurveda.
• By looking at the work associations , both the brands have been used in association
with words like face , hair , body , natural , herbal , ayurvedic which means that using
influencers who are prominent in the area of beauty and wellness can be used to reach
customers.
• By looking at other brand associations used with the two , observation of the
conversations can be done to understand if customers are comparing the product
 attributes and how these brands are doing with respect to the others in the associations
in the social media space
• By looking at the occasions used in association with the brands , special offers or
promotions can be announced around these occasions.
• Information of the top influencers being used by rival brands and information on the
engagement rate can be useful if the brand wants to improve its reach as well as it can
give insights into the kind of content that people are engaging with in this product
category space
• The information on the share of media can help marketers decide which channel to
invest greater money on for advertising its brand
• The information about the demographics like the age , gender and interests of the
customers talking about these brands on social media channels can help marketers
come up with a precision marketing strategy
• The share of conversations from different regions across the globe also will help
marketers decide on the allocation of advertising budget and region specific
marketing activities.
 Chapter 4

Application of artificial intelligence in influencer marketing

Influencer marketing is believed to be an extension of the word of mouth marketing wherein
customers let others in their circle like their friends and relatives know about the product. In
Influencer marketing , certain individuals who have the power to influence people in the
target customer segment are identified and used to publicize about a product or a service.
Some marketeers believe that customers are more likely to be convinced by influencers rather
than by media advertisements as there is are elements of loyalty and trust in this case.
Influencer marketing can be of 2 types – Paid influencers and Earned influencers. The former
can include sponsorships , payment to influencers as per level of engagement of consumers ,
testimonials and pre roll advertising. The latter can include promotion of content by
influencers for their own growth on social media channels or leveraging an already existing
relationship with influencers. Influencers marketing can be used to build trust about a brand
or to start conversations around the product on social media.

Some important factors that give value to influencer marketing are the relevance of the
content , reach and the level of engagement or resonance that is created. Traditional
influencers like celebrities have a large number of followers but it has been seen that micro
influencers who have a decently large number of followers owing to their leadership in a
certain sphere can garner greater amount of loyalty from their followers. Micro influencers
also include opinion leaders who have expertise in certain categories. The reach typically is
proportional to their number of followers. The relevance stems from promoting content that
the influencers have a sphere of influence in and what the followers are likely to relate with.
The level of engagement or resonance depends on the engagement activity that are generated
by the campaign posts like the number of comments , shares , earned media etc.

The behavioural pattern of the consumers and the way they interact with brands has been
changing over generations. When it comes to millennials in particular , it is seen that they are
more likely to be affected by influencer marketing rather than standard TV commercials.
Especially in the fashion industry , influencer marketing is playing a major role now a days.
A lot of customers in the younger demographics tend to follow fashion blogs and influencers
and mould their style accordingly. Influencers can use various ways of promoting content
including blogs , video content , pictures on Instagram etc. Using the right influencer for
one’s audience can go a long way in engaging the target audience effectively.

According to a recent survey in 2019 by Buzzoka on influencer marketing which surveyed

over 500 brands ,
Artificial intelligence can help solve some of the issues pointed out by brands in the survey.
Using AI methods can be useful for influencer discover ie in selecting the right influencer for
a company’s target set of audience. Using data about which influencers are doing very well
with respect to the reach and the level of engagement in specific product categories can help
in choosing the right influencer for the kind of campaign that the company is looking for.
This data can be obtained by accessing the application program interfaces of the various
social media sites.

Natural language processing can be used to analyse the data pertaining to the various posts by
influencers in the social media space and understand the fit of the influencer with the brand.
It can also be used to predict the level of engagement and the percentage of conversions that
the influencer can garner by using scooting historical data from the campaign posts by
influencers on the various sites.

Artificial neural networks can help predict quite accurately what level of incentives will
motivate an influencer to post about a particular brand. This can be predicted by using
historical data about the incentives to different influencers across various categories .

Artificial intelligence can also be used to identify fake engagement and root out such
possibilities. It can help identify the real engagement KPIs and help brands connect with
those influencers that are beneficial for them.

Artificial intelligence can help brands be result oriented and can help companies understand
the conversations around brands both by influencers and customers , help understand the
sentiment associated with the conversations , help in attributing the campaign to the
increment in sales or engagement and also in calculating the return in investment.

Methodology :

• A list of some companies operating in this space where in they make use of analytics
and machine learning techniques to identify top influencers in various areas like
Fashion , Beauty , Consumer electronics , Automobile , BFSI , Food , jewellery ,
politics etc was made.
• The list of companies includes Buzzoka , Eleve Media , Buzzone ,ChtrBox , Sheeko
etc
• The Co-founder of Sheeko , which is a start up in this space was approached. Sheeko
deals with influencer marketing and content management strategies
 • It was understood from the interview that the start up has an AI system in place which
scouts social media sites like Instagram for data on influencers and brands under
various categories and ranks the brands according to an algorithm based on the on
going campaigns on that day , their reach and the engagement level as a percentage of
reach.
• The metrics of the campaign posts and the most popular influencers in each category
area also tracked by the system
• By using the ranking system , they are able to identify which influencer and what kind
of content is able to drive a high level of engagement in each category.
• By this method , brands are able to select the right influencer for their product
category and are able to drive better engagement.

Methodology to scout data from Instagram , Twitter , other platforms :

• Data Analytics softwares like Python , R can be used to import data from social media
platforms
• In case of using python to import data , first the python client libraries for Twitter and
Instagram API should be installed
• Permission can be sought to access the APIs of the social media platforms by
applying for a developer’s account and generating keys that can be incorporated in the
code
• Alternatively if the access to API is not permitted , scraping tools can also be utilized
• After all these steps , a python code can be used to import and perform analytics on
data from the social media platforms
• The following python code was used to import data from Instagram which can be put
into dashboards to draw insights.
Code :

import requests
import urllib.request
import urllib.parse
import urllib.error
from bs4 import BeautifulSoup
import ssl
import json
class Insta_Image_Links_Scraper:

def getlinks(self, hashtag, url):

html = urllib.request.urlopen(url, context=self.ctx).read()

soup = BeautifulSoup(html, 'html.parser')
script = soup.find('script', text=lambda t: \
t.startswith('window._sharedData'))
page_json = script.text.split(' = ', 1)[1].rstrip(';')
data = json.loads(page_json)
print ('Scraping links with #' + hashtag+"...........")
for post in data['entry_data']['TagPage'][0]['graphql'
]['hashtag']['edge_hashtag_to_media']['edges']:
image_src = post['node']['thumbnail_resources'][1]['src']
hs = open(hashtag + '.txt', 'a')
hs.write(image_src + '\n')
hs.close()
def main(self):
self.ctx = ssl.create_default_context()
self.ctx.check_hostname = False
self.ctx.verify_mode = ssl.CERT_NONE
with open('hashtag_list.txt') as f:
self.content = f.readlines()
self.content = [x.strip() for x in self.content]
for hashtag in self.content:
self.getlinks(hashtag,
'https://www.instagram.com/explore/tags/'
+ hashtag + '/')
if __name__ == '__main__':
obj = Insta_Image_Links_Scraper()
obj.main()
Observations
The data imported from each of the brand pages gives the following information :

• The top creators in that category

• The kind of content that is doing well for that product category – Short video content,
Influencer testimonials , Product placement etc
• The reach of the posts
• The number of impressions
• The engagement rate ( Likes , comments )
• The historical activity with respect to the engagement rate

Insights

➢ It can be seen from the survey by Buzzoka that almost 42% of brands said influencer
discovery was a challenge that they faced
➢ By using crawlers to extract data from Instagram about influencers , different brands
can be ranked on the dashboard according to a combination of reach and engagement
rate metrics as seen in the above dashboard.
➢ Brands have also been divided into categories in the Dashboard – Fashion , Beauty ,
Consumer Electronics , Automobile , BFSI , Food , Jewellary , Politics
➢ To come up with a marketing strategy for a company under each of the categories ,
the information under the brands ranking at the top of the dashboard can be looked
into
➢ Information about the best influencers in that category , their reach , engagement
metrics and the kind of content used for promotion will be listed under the brand
➢ This information can be used to come with an influencer marketing strategy for the
new brand as well
 Chapter 5

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