The Challenge
Social sentiment moves at the speed of social media – streaming by the second. During COVID-19 the world came closer together, yet opinions were divided online.
The client wanted to gauge social sentiment on COVID-19 to provide data-driven insights to help align product offerings to audiences segmented by sentiment and create targeted result-driven campaigns.
Solution
Vacon created a dashboard showing real-time (hourly) analytics on COVID tweets and related sentiment. The real-time dashboard showed the number of positive, neutral, and negative COVID tweets upon the hour.
Word cloud sentiments showcased dominant words being used on Twitter.
How it works:
- The Python-based script scans Twitter every hour, scraping tweets mentioning COVID.
- The tweet data was cleaned from stop words and other text, including emojis.
- After data cleaning, the text classifier was built using tf-idf methods, in combination with an SVM Classifier.
- Once the training was complete, an API was built to report the result on live tweets to a Tableau dashboard.
Tech Stack
Results
Reduced client’s customer acquisition costs (CAC) by 37%
Conversions up 16%
Click-through rates (CTR) increased by 27%