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Why Mining Product Reviews Should Be on Retailers' Radar
內容大綱
Many early adopters of data mining wasted millions of dollars due to the significant amounts of dirty data contained in IT systems and the length of time required to build data warehouses. But the potential payoff of data mining has soared along with the growth of digital data. Today, thanks to the massive amounts of user-generated content online, firms do not need to build a data warehouse to benefit from data mining. Mining social media sites for actionable intelligence should be on the radar of consumer product businesses. This article examines research that has helped develop an innovative, high-validity method of mining online product reviews such as those on Amazon.com. Firms can now learn what customers consider the strengths and weaknesses of their products and competitors’ products — right from the horse’s mouth — without conducting costly surveys or focus groups.