University of Twente Student Theses
Twitter and customer needs: Can Data Analysis serve as a tool for strategy and innovation to improve Netflix users’ experience and expand the Netflix brand?
Manole, Theodor-Mihail (2022) Twitter and customer needs: Can Data Analysis serve as a tool for strategy and innovation to improve Netflix users’ experience and expand the Netflix brand?
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| Abstract: | Companies must recognize the need for innovation and assess customer feedback if they wish to improve and develop. Thus, industry giants Netflix may need to take a step back, and look at the bigger picture. Netflix must analyze what users need, and how to respond to these needs in order to improve their streaming platform and their customers’ experience. However, it may not always be clear which need may be relevant. A needmining approach, based on Kühl et al., (2016), must be used and adapted to Netflix’s case, such that relevant and possibly innovatory ideas can be extracted. The manual coding provides different categories of needs and ideas Netflix could follow to keep up or even overtake their competitors. Thus, after filtration, 9.796 tweets were used as the data set, of which 24% were coded to represent a general customer need. Moreover, innovatory ideas were identified that could add to Netflix’s current strategy and provide new paths to follow. The BERT algorithm proved the reliability of the needmining method with great precision and recall results. However, further research could serve useful to compare differences between streaming giants’ customer needs, as technology advances and natural language processing algorithms become more efficient. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 01 general works, 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/91331 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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