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What does API stand for?


Application Programming Interface


How to collect UGD?


  • Direct Downloads 
  • API Access
  • Free Crawler 
  • Own Crawler


What is Web Scrapping? 



Understand code and use patterns to systematically extract data

What are the online sources for UGC?


  • Social Media reach and volume: Brand popularity and knowledge
  • Customer feedback: Brand Consideration, Awareness, Satisfaction, Recommendation
  • Retail Reviews: Customer Satisfaction
  • Product Use: Brand Meaning and
  • CRM data: Purchase history and behavior, Customer service and interactions, Web analytics, user behavior, Email and communication engagement
  • Meta-data from clickstreams 
  • Search Data


What are the problems with online sources and social media?



  • Working with online behavior data -> problems of representation 
  • Strategic behavior or uneven distribution of sentiment and topics in online data 
  • data manipulation


Define Random Error 


Random Biases occur due to external, randomly varying uncontrollable factors such as whether, mood, time of the day.


define Systematic Error


Systematic error occur due to incorrect survey tools, strategic behavior, respondent influence or other factors.


Define the Sampling Error 



Errors resulting from interviewing the wrong people . Sampling Errors can result from wrong samples or from inability of participants.

Name the possible errors.



  • Sampling Error
  • Systematic Error 
  • Random Error

Name the customer journey points.


  • Awareness 
  • Information Search 
  • Consideration
  • Purchase 
  • Satisfaction

Define management


Decision making with maximum information and minimum risk.


What does Digital Transformation intend to do?


Build new business models based on digital abilities and power.


What is Digitalization?


It is a move process form an analog world into a digital world

Optimize customer experience through benefiting from digital opportunities


Elaborate the customer journey.

1.Awareness: Customer Knowledge of the brand Associations with the brand

2.Information Search: Product expertise, Category knowledge

3.Consideration: Product and brand perception compared to the competition

4.Purchase : Purchase decision

5.Satisfaction: Expectation vs Experience, Recommendation behavior