November 24, 2021
Reverse Engineering Infamous Marketing Strategies from Innocent Drinks
Why are the social media strategies of Innocent Drinks considered as the gold standard for marketing teams the world over? We collected every tweet (10,521) posted by the communication department to deconstruct Innocent's content, style, reach and engagement with a simple topic analysis.
November 15, 2021
How Aquaservice Use Graphext To Improve Their Prediction Models
We spoke to the data science team at Aquaservice about how they used Graphext to build a clustering model to improve the way they forecast consumer demand. Their project grouped delivery routes using over 30 factors to calculate similarity and exposed patterns in the errors made by their prediction models. Models that are responsible for forecasting the number of water bottles that should be loaded into trucks for delivery across a huge number of routes across Spain.
November 11, 2021
What People Have Felt and Thought About The 2021 UN Climate Change Conference (COP26)
We collected every tweet published about the 2021 UN Climate Change Conference (COP26) to study how people have engaged with events during the summit. Using topic analysis and emotion detection, our project dives into people's visceral reactions to agreements on deforestation, commitments between China and the USA and the appearance of Barack Obama.
October 26, 2021
How to Perform Simple & Effective Customer Segmentation | A Walkthrough with Data from a Delicatessen
Customer segmentation involves splitting a customer base into distinct groups. These customer segments are defined by specific and shared characteristics, behaviours or preferences that help businesses to spot patterns and associate customers with one another. This article walks through the steps involved in a simple customer segmentation analysis. Using sales data from a delicatessen, we'll segment customers according to their buying preferences and behaviour. To achieve this, we'll use a powerful machine learning technique known as clustering.
October 19, 2021
Make or Break: After 5 Years ... Couples are Less Likely to Break Up
What's the most important milestone in a relationship? According to data from a Stanford study, it's a day like any other that occurs somewhere between the 4th and 5th anniversary of a relationship.
September 10, 2021
Sentiment Analysis & Billboard Top 100: The Changing Mood of Popular Music
We used sentiment analysis to model 5100 Billboard chart-toppers between 1964 and 2015. Our analysis predicted whether song lyrics were positive, negative or neutral as well as detecting the topic and intent behind the most popular tunes in music history.
August 23, 2021
The 5 Most Extreme US Office Characters
Testing out our brand spanking new integration with Hugging Face models for NLP, we analyzed speech from characters in all 9 series of the US Office. Added into our Graphext project, the language models focused on classifying the dialogue of Michael, Dwight, Pam, Jim, Daryll and all the other characters according to the detection of sentiment, emotion, offensive language, irony and hate speech.
July 22, 2021
How to Study Brand Conversations with Advanced Text Analysis?
How can we use text analysis of data from Twitter to improve our understanding of markets? This is the question prompting Paul, a strategist in our business team, to scrape tweets about Lloyds bank and conduct a Twitter topic analysis using advanced NLP and network creation. First, he collected tweets using Tractor, Graphext's scraping tool for social media analysis. Then, he analyzed the topics of tweets using network analysis. Here's how he did it ...
July 20, 2021
A Beginners Guide to Market Segmentation: Types, Techniques & Examples to Better Understand Your Customer Base (with Data)
Market segmentation means splitting your customer base into distinct communities based on the similarity of their features. Depending on the data you use to segment customers, clustering a market dataset results in the grouping of customers based on geographic, demographic, behavioural and psychographic factors as well as their buying preferences.
July 5, 2021
Using Mutual Information to Cluster Variables and Discover the Associations Between Survey Questions
Our team set out to build a type of analysis that could be used to measure the strength of association between variables in a dataset. Here's how we did it ...
June 29, 2021
A Market Segmentation of 1000 Supermarket Customers Using Data on Sales, Income and Demographics
Our team clustered 1000 supermarket sales in order to segment customers according to their buying habits. Our market segmentation analysis uses data on the demographics, income and geography of customers to identify key buyer personas and inform marketing strategies and campaigns.