Business intelligence for social media interaction in the travel industry in Indonesia
DOI:
https://doi.org/10.37380/jisib.v8i2.323Keywords:
Business intelligence, lexicon based classification, sentiment analysis, social mediaAbstract
Electronic ticket (eticket) provider services are growing fast in Indonesia, making the competition between companies increasingly intense. Moreover, most of them have the same service or feature for serving their customers. To get back the feedback of their customers, many companies use social media (Facebook and Twitter) for marketing activity or communicating directly with their customers. The development of current technology allows the company to take data from social media. Thus, many companies take social media data for analyses. This study proposed developing a data warehouse to analyze data in social media such as likes, comments, and sentiment. Since the sentiment is not provided directly from social media data, this study uses lexicon based classification to categorize the sentiment of users’ comments. This data warehouse provides business intelligence to see the performance of the company based on their social media data. The data warehouse is built using three travel companies in Indonesia. As a result, this data warehouse provides the comparison of the performance based on the social media data.
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