管理科学与工程系学术讲座

题目: 在线评论的文本挖掘——为市场营销者提供洞见

演讲人: Professor Sanjoy Ghose

时间: 2019年6月25日上午 9:00-10:15

地点: 同济大厦A楼208教室 

讲座摘要:

The amount of information in text reviews is tremendously greater than that in typical numerical data. A major challenge for marketers is how to extract the most relevant information from this big data source; we do this by using a text mining methodology that draws on machine learning algorithms. We collect data using a Java WebCrawler type programming approach. We use a word-based model to predict consumers’recommendations. Model prediction accuracy was high. An interesting finding from our research is that as the number of textual features increases, the predictive accuracy of the model increases only up to a point. Beyond that, inclusion of more words in the model leads to a decrease in predictive accuracy. We also use a diagnostic approach to identify key words that are determinants of user recommendations; this is a major part of our findings and the potential for marketing implications seems considerable.

演讲嘉宾简介:

Sanjoy Ghose，Director of PhD Program, Professor of Marketing

Education

PhD, Marketing (minor Statistics) Carnegie-Mellon University

MS, Marketing, Carnegie-Mellon University

MBA, Washington State University

BTech (Honors with First Class), Electrical Engineering, Indian Institute of Technology, Kharagpur, India

Areas of Expertise

Dr. Ghose specializes in modeling consumer perceptions and consumer choice. His current research focuses on modeling issues in areas such as competitive market structure analysis, the interactions between Internet marketing strategies and consumer preferences, consumer search behavior in the online domain, online retail competition dynamics, the impacts of advertising on consumer choice, and optimum product design. His other research interests include the marketing-manufacturing interface, reference pricing effects, and purchase incidence models.

Professional Activities

Dr. Ghose has published over 50 academic papers. His articles have appeared in the Journal of Marketing Research, Marketing Letters, Journal of Advertising Research, Production and Operations Management, Computers & Operations Research, Journal of Business Research, International Journal of Forecasting, European Journal of Operational Research, Communications in Statistics: Theory and Methods, Journal of Business, Journal of Retailing, theJournal of Marketing, and Marketing Science. He has served as reviewer for the Journal of Consumer Research, Journal of Marketing Research, Journal of Business Research,Production and Operations Management Journal, Computers & Operations Research, Journal of Business Economics and Statistics, and Organization Science. Dr. Ghose has also served as a reviewer for the National Science Foundation (NSF) on the subject of forecasting by using neural networks. He is a member of the Institute of Operations Research and Management Sciences (INFORMS). He is an Editorial Board Member of the Journal of Business Research.