“What Makes a Customer Review Helpful?” – Customer reviews abound in both online and online worlds. But what makes a review more or less helpful to other customers? To answer this question, we applied rigorous text analytics methods on thousands of reviews of hotels on TripAdvisor. This presentation will cover our findings on the structure of information in customer reviews and how that informational structure systematically affects the helpfulness of the review. The findings provide insights on the helpfulness of word-of-mouth to customers and can also help businesses decide on which customer testimonials to display (and not display) on their marketing materials.
Prof. Dr. Ujwal Kayande
Director of The Centre for Business Analytics
Melbourne Business School
Professor Ujwal Kayande is the Founding Director of the Centre for Business Analytics at Melbourne Business School (MBS). He is also a Professor of Marketing at MBS, the Co-Director of the ‘Delivering Value through Digital’ joint program with the University of Oxford, and the RHB-UKM Endowment Chair Holder in Analytics at Universiti Kebangsaan Malaysia.
Ujwal has previously taught Marketing Analytics and Strategy at several leading business schools such as Penn State University and the Wharton School. He has received numerous teaching and international research accolades throughout his career and is a sought-after media commentator on data matters.
He has successfully delivered execution education programs on data analytics to senior leaders of companies across the world. Ujwal currently sits on the Advisory Boards of two technology start-ups.