UR: SMART–A tool for analyzing social media content

Abstract The digital transformation, with its ongoing trend towards electronic business, confronts companies increasingly growing amounts of data which have to be processed, stored and analyzed. Instant access the “right” information at time it is needed crucial thus, use techniques for handling big unstructured data, in particular, becomes a competitive advantage. In this context, one important field application marketing, because sophisticated analysis allows gain deeper insights into customer needs behavior based on their reviews, complaints as well posts online forums or social networks. However, existing tools automated content often focus general approach by either prioritizing posts’ semantics pure numbers (e.g., sum likes shares). Hence, design science research project develops software tool UR:SMART, supports media combining different kinds methods. This deep users’ opinions therefore prepares ground further interpretation voice. applicability UR:SMART demonstrated German financial institution. Furthermore, usability evaluated help SUMI (Software Usability Measurement Inventory) study, shows tool’s usefulness support analyses from perspective.