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Twitter and Marketing Research: How High Is United Airlines Flying?
Cas 9 10 2018 003
Langues : 
  • Anglais
Mots clés: 
  • Social media,
  • Twitter,
  • Sentiment analysis,
  • Service crisis,
  • Artificial intelligence,
  • Marketing research
Année de production : 
2018
Date de publication : 
2018-11-06
Notes pédagogiques incluses : 
Oui
Résumé

The question asked in this exercise is how United Airlines (United) can use social media/Twitter metrics to measure customer sentiment and brand engagement. United has recently been at the centre of several customer service crises that have no doubt impacted its level of customer satisfaction. The airline must take steps to address its major weaknesses and restore its competitive advantage.

By using artificial intelligence (AI) techniques in a social media environment (Twitter), United can collect several types of data regarding customer satisfaction, engagement, and preferences. Gaining additional insights into its major weaknesses will help the airline develop more impactful strategies and improve its performance.

Discipline principal : 
Marketing  - Vente
Discipline secondaire : 
Non disponible
Secteurs d'activité : 
  • Transport et entreposage
Provenance : 
HEC Montréal
Type : 
Cas traditionnel (Cas descriptif)
Type de données pour la production du cas : 
Données réelles, publiques, libres de toute matière litigieuse
Lieu de l'événement : 
US
Année de début de l'événement : 
2015
Année de fin de l'événement : 
2018
Taille de l'entreprise : 
Grande entreprise
Principaux thèmes couverts

AI in managerial and marketing research

Objectifs pédagogiques

Used in conjunction with the accompanying technical note (“Note on the Contribution of Twitter to Marketing Research”), this exercise gives students the opportunity to do the following:

  • Discuss the applicability of AI in business settings: learn about the application and uses of AI in managerial research in general and marketing research in particular.
  • Understand the contribution of Twitter to marketing research: identify tweet metrics and how they can help managers improve their social media strategies.
  • Present their conclusions and make recommendations: Answer a set of five questions using results collected by an independent consulting firm and make implementable recommendations.
Concepts et théories en lien avec le cas

Sentiment analysis