Reference no: EM133071449

DATA4500 Social Media Analytics - Kaplan Business School

Report - Sentiment Analytics & Product Development

Assessment Description

You are a tech consultant working for Ion Plus, a boutique tech consulting firm. Your firm has been approached by Facebook AI, a technology division of Facebook developing AI augmented conversations and human-machine interfacings, in particular, around language processing.

Facebook AI's core use cases* are focused on (social) network language systems across speech audio and vision. Through machine learning and deep learning algorithms, Facebook has deployed its solutions across an ecosystem of over 3 billion users worldwide. This is a lucrative market but it is beginning to show signs of saturation. To continue to grow the business, new ideas and new markets are required.

Facebook AI has engaged Ion Plus to help them break into the market for chatbots in customer service and social media advertising. Facebook already has a mature AI engine for natural language processing. A transition into chatbots and broader communication spectrums is commercially lucrative and would allow Facebook to leverage some of its established capabilities. You have been called to lead the project.

Language expressed over social forums (including product reviews), social networks and customer service apps is unique. Text is often abbreviated, misspelt (sometimes deliberately) and augmented with other media elements such as images, emojis, sound clips and videos. In order to successfully disguise itself as humanistic, we need to see whether an autonomous chatbot can be taught to recognise and adjust social media speak in accordance in a dynamical environment where conversation and context are in constant flux. Facebook's goal is that once the prototype ‘social media language' AI has been sufficiently trained it can be used to:

1. respond to social media posts and generate influence; and

2. respond intelligently and naturally to customer service enquiries (Q&A).

Your task is to develop a report for the Board of Directors of Facebook AI. The report needs to have an executive summary and a body addressing the below issues:

Question A) Discuss the value proposition of chatbots and outline the business opportunities that exist for Facebook AI if they were to push ahead with developing a commercial prototype.

Question B) Describe the characteristics of a chatbot and how current AI capabilities can be adapted to develop a chatbot capable of mimicking human personalities in an online setting to achieve marketing objectives.

Question C) Identify and examine the commercial cases for adopting chatbots in customer service and discuss to what extent Facebook's existing AI capabilities can be leveraged to develop cost- effective chatbots to field advanced customer service enquires.

Question D) Recommend THREE specific actions Facebook AI can take over the next 12 months to test the viability of developing and adding chatbots to their existing business.

Attachment:- Social Media Analytics.rar