Marketing Strategy Metamorphosis Under the Impact of Artificial Intelligence Services

Companies’ marketing decision-making effectiveness depends on the quality of actions and time. In the current digital era, any marketing decision making must be timely in response to customers’ feedback, and implementing artificial intelligence (AI) technology is one significant option. This paper focuses on designing an Algorithm for Marketing Strategy Decision Making (AMSDM) that employs AI services to process online feedback from customers regarding products and services from companies’ websites or other e-commerce and social media platforms. For this research, 1200 texts containing customer feedback were analyzed by Azure Text Analytics service, which identifies the types of customers’ online feedback, domains, subdomains, and keywords it refers to and understands the emotional tone and attitudes conveyed in customer responses through sentiment analysis techniques. The model performance was underlined by computing the Accuracy, Precision, Recall, and F1-Score metrics for both short and long phrases feedback. Furthermore, Azure Text Analytics was integrated into a C# script to extract the frequency of occurrence of domains, subdomains, and keywords. After that, the process of AMSDM and its advantages were detailed. The AMSDM eliminates the necessity for manual intervention and conserves both time and resources. Moreover, the real-time nature of the analysis allows companies to respond promptly to changing market dynamics and customer preferences.