What question did this study set out to answer?

The aim is to leverage unstructured social media data to gain insights that drive digital marketing success.

April 19, 2026Open Access

Driving Marketing Success through Social Media Analytics

NNN.Suneetha N.Suneetha BBB.Vinay B.Vinay BPB. Krishna PriyaNaval Surface Warfare Center

Key Points

The aim is to leverage unstructured social media data to gain insights that drive digital marketing success.
Analyzed large-scale social media data including comments, captions, likes, and shares.
Utilized advanced analytics methods to process high-volume and high-velocity data.
Identified customer sentiment and user engagement patterns from the data.
Extracted meaningful marketing intelligence from social media data.
Transformed raw data into structured insights to measure campaign performance.
Predicted consumer behavior and emerging trends effectively.

Abstract

The rapid growth of social media platforms such as Instagram and Facebook has generated vast amounts of unstructured data that offer valuable insights for digital marketing. This project focuses on applying Big Data Analytics techniques to analyze large-scale social media data, including comments, captions, likes, and shares, in order to extract meaningful marketing intelligence. By processing and analyzing high-volume, high-velocity data, the system identifies customer sentiment, user engagement patterns, and emerging trends. Advanced analytics methods enable businesses to understand audience preferences, measure campaign performance, and predict consumer behavior more effectively. The proposed approach transforms raw social media data into structured and actionable insights that support data-driven decision-making.

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