Unstructured Data Analysis for Marketing Decisions in Agri-food Sector

摘要

The increase in business, the intense competition between companies, make the marketing an operation and a management mechanism essential for enterprises. On the other hand, social networks are expanding rapidly and can help companies in collecting customers' feedback, establishing a brand presence, observing the way their brands are discussed and perceived. This paper focuses on the advantages of analysing data extracted from unstructured sources for marketing purpose and shows the results obtained in a case study in the agri-food sector. The innovative architecture proposed is realized through the integration of some existing java based tools and of one or many ontologies, in order to retrieve more frequent concepts from unstructured sources, suggest links of articles and images, detect the language used in the sources, suggest other concepts related to the research and filter the results obtained from the elaboration of the unstructured sources.