Piaggio: sentiment analysis to support marketing strategies

The client needs no introduction: let’s just say that it’s an important Italian producer of two-wheel engine vehicles and commercial vehicles. Piaggio has made two of the most famous Italian industrial design products in the world, the Vespa scooter and the Ape three-wheeler.

Through the use of heterogeneous technologies and methodologies such as:

• text mining techniques which combine data mining and machine learning with information retrieval and natural language processing
• entity extraction techniques, that is the identification of categories such as people names, company names, brands, tourist sites and more, within a text
• Sentiment Analysis technologies for identifying topics and emotions

The following objectives were achieved:

• support to specific marketing activities through the knowledge of customer interests and preferences
• individuation of the most talked-about and discussed topics
• definition of a model to predict the success of a post