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Case
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Reference no. 9-118-015
Published by: Harvard Business Publishing
Originally published in: 2018
Version: 12 December 2018
Revision date: 09-Jan-2019
Length: 12 pages
Data source: Published sources

Abstract

This case was written for the EC course 'Managing with Data Science.' The course provides MBA students with no programming experience an introduction to the field of data science and its applications in business. Students learn to (1) carefully articulate the business ask, (2) reason carefully from the ask; through metrics and models, and outputs; and (3) evaluate outputs from models to (4) develop a plan for action. In this case students explore the challenges of using sentiment analysis to monitor and understand public perception around brands. Technical topics include building a filtering classifier using naive Bayes and sentiment analysis.

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Abstract

This case was written for the EC course 'Managing with Data Science.' The course provides MBA students with no programming experience an introduction to the field of data science and its applications in business. Students learn to (1) carefully articulate the business ask, (2) reason carefully from the ask; through metrics and models, and outputs; and (3) evaluate outputs from models to (4) develop a plan for action. In this case students explore the challenges of using sentiment analysis to monitor and understand public perception around brands. Technical topics include building a filtering classifier using naive Bayes and sentiment analysis.

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