Proposal of an Automated Tool for the Application of Sentiment Analysis Techniques in the Context of Marketing

Currently, the opinions and comments made by customers on e-commerce portals regarding different products and services have great potential for identifying customer perceptions and preferences. Based on the above, there is a growing need for companies to have automated tools based on sentiment analysis through polarity analysis, which allow the examination of customer opinions to obtain quantitative indicators from qualitative information that enable decision-making in the context of marketing. In this article, we propose the construction of an automated tool for conducting opinion mining studies, which can be used in a transparent way to the algorithmic process by the marketing units of companies for decision making. The functionality of the proposed tool was verified through a case study, in which the opinions obtained from electronic commerce website concerning one of the best-selling technological products were investigated.