Sentiment Analysis

The Story:

Being the #1 manufacturer of cruiser motorcycles and having a significant social media presence, Harley-Davidson is dedicated to capture audience from different age groups. Harley-Davidson has a highly dedicated, but aging customer base. The company would like to target women, minorities and Gen X along with gauging popularity of different motorcycle models among its customer base. Harley-Davidson needs to identify what posts and videos are effective with a younger demographic, specifically millennial.

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The Information:

Can statistics be run on company's Facebook page posts? Is analysis of the posts itself sufficient to determine the sentiment or do comments and reactions also need to be evaluated?

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The Picture:

• Overall sentiment captured in three categories:

  • Positive: Laughing, Love, Wow

  • Negative: Angry, Crying

  • Neutral: Like 

    
    

Tools Used: Tableau, R Studio

Languages: R

Link to Presentation