Exploring the Power of Emotional Analysis in Event Ticketing Reviews in South Africa
Introduction
In a previous blog post, we delved into the world of sentiment analysis for event ticketing reviews in South Africa. Through this analysis, we …
Introduction
In a previous blog post, we delved into the world of sentiment analysis for event ticketing reviews in South Africa. Through this analysis, we gained valuable insights that have guided our efforts in improving our service. However, sentiment analysis alone has its limitations, as it fails to reveal the intricate emotions hidden within the text. Emotional analysis comes into play because it enables us to understand customer experiences through emotions. In this blog post, we will explore the significance of emotional analysis in crafting effective strategies for customer retention and attraction.
Emotion Lexicon
To conduct our emotional analysis, we turned to the NRC Emotion Lexicon, a comprehensive resource comprising 5,636 English words and their associations with eight basic emotions and two sentiments. These emotions include anger, fear, anticipation, trust, surprise, sadness, joy, and disgust. The lexicon was curated through manual annotations via crowdsourcing on Amazon Mechanical Turk, ensuring its reliability and accuracy.
Insights from Event Ticketing Review Emotions
Building upon our previous analysis, we focused on uncovering the emotions embedded within event ticketing reviews, specifically for Company B. While our initial sentiment analysis labelled Company B with a negative sentiment, the emotional analysis shed light on the underlying emotions driving this negativity. It was revealed that customers expressed feelings of "anger" and "sadness" in their reviews. These emotions provide us with deeper insights into the specific actions or shortcomings of Company B that are evoking such reactions from customers.
On the contrary, Companies A, D, and H, which displayed positive median polarity scores in our sentiment analysis, were found to evoke emotions of "trust" and "joy" in their customer reviews. It is noteworthy that these companies received significantly fewer reviews expressing "anger" compared to Company B. Understanding the emotions of trust and joy associated with these companies allows us to identify the successful practices that contribute to positive customer experiences.
Crafting Effective Strategies
Emotional analysis offers a more nuanced understanding of customer sentiments, allowing us to tailor our strategies accordingly. By recognizing the emotions of "anger" and "sadness" associated with Company B, we can delve deeper into the specific aspects that lead to customer dissatisfaction and take proactive measures to address them. This analysis empowers us to craft targeted strategies that alleviate negative emotions and enhance overall customer satisfaction.
Moreover, the positive emotions of "trust" and "joy" evoked by Companies A, D, and H provide invaluable insights into the elements that resonate with customers. By studying and emulating these successful practices, we can strengthen customer trust, foster positive experiences, and reinforce our position in the market.
Final Thoughts
Emotional analysis adds a layer of depth and understanding to our analysis of event ticketing reviews. By identifying and addressing specific emotions, we can refine our strategies to better retain existing customers and attract new ones. Through the comprehensive insights gained from emotional analysis, we are confident in our ability to enhance customer satisfaction, improve our service, and continue providing exceptional experiences in the event ticketing industry in South Africa.
