Using Machine Learning to Actively Listen
That’s where Citibeats comes in. Citibeats goes straight to the source, collecting and interpreting the opinions visitors share on social media and other sites to get real, organic feedback. The Citibeats dashboard is a powerful tool that instantly and visually analyses data, comparing opinions and feelings shared across languages, landmarks and cities. This offers opportunities for genuine insights on visitors’ “sentiment peaks” –their trips’ lows and highs. It means organizations can get new events, spaces and locations on their radar. And it allows companies and cities to make important decisions on promotion, policy and recommendations based on real evidence.
Citibeats did two case studies to show how it works.
First, we analyzed winter tourism experiences in Cork, Ireland during January 2018. By segmenting huge amounts of social media data according to language, positive and negative emotions expressed, and other contextual markers, we helped the City of Cork know where to focus its tourism resources. In our case study, you will see that we recommended more local targeting –as locals outnumbered tourists at key interest sites by 3:1– as well as opportunities to make airport time special and tune into small, grassroots events. Download below for all the details!
Next, Citibeats’ natural language processing tools took on the case of culture in Barcelona. By interpreting visitor opinions and profiles, we showed that the most successful museum exhibitions are for kids and relate to technology. Our data also demonstrated that museums are an important bridge between schools and academia, and we identified ways in which museums can target disconnected players to improve cultural education for all.