【学术讲座】陆强教授：Text analysis

Dr Steven Lu is the co-director of Consumer Insights Research Group at the University of Sydney Business School. He obtained his PhD in Marketing from the University of Toronto, and MA in Economics from York University. His general research interests are in marketing analytics. Particularly, his research is focused on using marketing analytical approaches (e.g., big data analytics and machine learning) to investigate major opportunities and challenges in the digital economy such as the impact of digital retailing, search engine advertising, social media, and technological innovation. He has published in several internationally acclaimed journals such as Marketing Science, Statistical Science, Annals of Tourism Research, Journal of Business Research, Journal of Interactive Marketing, International Journal of Production Research, and Customer Needs and Solutions. He has served on the editorial board of Marketing Science. Dr Lu was the recipient of the prestigious Australia New Zealand Marketing Academy (ANZMAC) Emerging Researcher of the Year Award. His paper on the economic impact of sports events has been selected as Highly Commended Paper in the 2016 Emerald Literati Network Awards for Excellence. He has taught several subjects including marketing research, new product development and marketing principles. He has been a ‘Teaching Star’ of the Marketing Discipline and consistently received recognitions from the Dean and Associate Dean (L&T) for outstanding teaching performance. He has been nominated for Wayne Lonergan Teaching Award and received the Dean's Citation Award for Teaching in 2016 & 2019. He has also received the inaugural Dean’s Award for Teaching in 2019.

Text data becomes very important in marketing because word of mouth is important for customers. In fact, most businesses rely on word of mouth. In the past, companies carried out customer satisfaction surveys which involved sending customers a survey by mail or making a follow up call to find out about users’ experience. Nowadays, consumers leave their comments on social media platforms, such as Rotten Tomatoes or Douban for movies and videos, Amazon for product reviews, and TripAdvisor for hotels. Today we will talk about common text analysis techniques such as topic modelling and sentiment analysis.

编辑 | 胡韵

审核 | 刘旭