Text analysis

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

Text analytics basics

Text analytics: turning unstructured text data into quantitative insights

  • Marketing contains text in most ads:
    • Paid search ads are text-based
    • Social media comments are user-generated text
    • Radio and TV ad messages can be treated as text
  • Text analytics can be within a channel, campaign, or across the entire marketing program

 

paid search ads on Google for "hotels in nyc" keyword

Marketing Analytics for Business

Paid search keywords

Coca-cola logo with "Branded keyword" above and "new Coke flavors" below

Keywords: terms entered in search engines

  • Marketers spend by keyword, so ads appear in search results
  • Keywords are branded (brand name), or non-branded (no brand name)

 

  • Non-branded keywords are more expensive because they are highly desirable
  • Branded keywords are high volume for well-known brands

Image of grocery store aisle of soda with "Non-keyword" above and "12-pack of soda" below

Marketing Analytics for Business

Paid search analysis

 

Column graph showing cost per click comparing LATAM and EMEA in 2020 and 2021

  • Paid Search marketers set targets by cost per click
    • Cost per click (CPC) = Total keyword cost / total keyword clicks

  • Analysts compare keyword performance across many dimensions

  • Evaluate target cost by metadata

  • Identify where cost changes over time!
Marketing Analytics for Business

Cross-channel text analysis

  • Marketers want text categorized for all channels
    • Can group manually in a small dataset
    • Use natural language processing (NLP) with large data

NLP: using a computer to understand language as it is spoken and written

  • NLP scales across keywords and other text
  • NLP accommodates spelling mistakes and multiple languages

 

person holding book titled "Natural Language Processing with Python"

1 Brewbooks on flickr
Marketing Analytics for Business

Let's practice!

Marketing Analytics for Business

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