Mastering Marketing Data Science

CHAPTER 6Natural Language Processing in Marketing

6.0 BEGINNER-FRIENDLY INTRODUCTION TO NATURAL LANGUAGE PROCESSING IN MARKETING

Before diving deep into the world of natural language processing (NLP) in marketing, let's take a moment to understand some basic concepts. If you're already familiar with NLP and artificial intelligence (AI), feel free to skip this section.

6.0.1 What Is Natural Language Processing, and Why Should Marketers Care?

Imagine teaching a robot to understand human language—how we chat, argue, joke, and even make purchases. NLP is a technology that helps computers grasp, respond to, and process our language. For marketers, this means better understanding customer feedback, tailoring ads, or even having chatbots assist customers 24/7.

6.0.2 Simple Analogy: The Recipe of Language

Consider language as a recipe. Each ingredient (word) has its role, and when mixed in the right way, they create a delicious dish (meaningful sentence). NLP is like a master chef who knows each ingredient well and can even tweak the recipe to suit different tastes (contexts).

6.0.3 Natural Language Processing in Everyday Marketing

• Social media. Ever wondered how some tools can tell if tweets about a product are positive or negative? That's NLP in action, analyzing sentiment.
• Chatbots. When you visit a website and a chat window pops up offering assistance, NLP powers that interaction, helping the bot understand and respond to your queries.
• Voice assistants. Devices such as ...