GCRIS

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Predicting Customer Perfection on Brands Functional Near-Infrared Spectroscopy Measurements
(MEF Üniversitesi, Fen Bilimleri Enstitüsü, 2019) Kemerci, Emre; Koç, Utku
Customer perception on the brands have importance to give strategic decisions by marketing professionals. In classical ways, customer perception on brands are researched through conducting field surveys. Similarly, neuromarketing discipline have studies on customer behaviors, their perceptions, communication techniques etc. under the frame of decision-making process of human. In neuromarketing, functional near-infrared spectroscopy (fNIRS) is a technology used to measure oxy and deoxy hemoglobin concentration in the tissues in order to enable to analyze hemodynamic responses of the brain activities. In this study, a group of participants’ activations of prefrontal cortex so the hemodynamic responses that were collected against a set of stimuli, which is a brand logo and adjective associated with the brand is used as dataset. Measured hemodynamic response metrics are oxygenated hemoglobin (HbO), deoxygenated hemoglobin (HbR), total hemoglobin (HbT) and Oxygenation (Oxy) and the dataset includes 168 participants’ measurements for 30 stimuli. In addition, the information regarding the responses of the participants and common perception of stimuli (field study results for same stimuli) are also exists in dataset. The aim of the project is to predict through machine learning algorithms whether relation between brand and the relevant adjective is Positive, Negative or Neutral using these feature set. As methodology of this study, fNIRS measurements in the data is cleaned and Null values are handled, measurements are consolidated per participant and stimuli with two different method as feature creation and classification algorithms are used as supervised learning to predict brand perception. In conclusion, performance of support vector classifier and XGBoosting algorithms are become very low, slightly over 50% accuracy despite the optimization with different classifier parameters. Further studies are addressed as performing feature engineering studies with different options.
Analyzing the Drivers of Customer Satisfaction Via Social Media
(MEF Üniversitesi, Fen Bilimleri Enstitüsü, 2019) Yücel, Kadir Kutlu; Koç, Utku
Social media became a great influence force during the last decade. Active social media user population increased with the new generations. Thus, data started to accumulate in tremendous amounts. Data accumulated through social media offers an opportunity to reach valuable insights and support business decisions. The aim of this project is to understand the drivers of customer satisfaction by public sentiments on Twitter towards a financial institution. Data was extracted from the most popular microblogging platform Twitter and sentiment analysis was performed. The unstructured data was classified by their sentiments with a lexicon-based model and a machine learning based model. The outcome of this study showed machine learning based model successfully overcame the language specific problems and was able to make better predictions where lexicon-based model struggled. Further analysis was performed on the extreme daily average sentiment scores to match these days with prominent events. The results showed that the public sentiment on Twitter is driven by three main themes; complaints related to services, advertisement campaigns, and influencers’ impact.
Predicting Birth Defects
(MEF Üniversitesi, Fen Bilimleri Enstitüsü, 2018) Korkut Özer, Selen; Koç, Utku
Many couples are eager to have a healthy baby. For this reason, the pregnant woman is trying to take their baby through the steps of adjusting their lives during the pregnancy, such as healthy nutrition, organic life, avoiding cosmetics. Even though the woman can do it, health problems can be observed in the baby at the time of birth or after birth. The causes of these health problems may be factors such as genetic, the physiological characteristics of the mother, environmental. In this paper, we tried to answer the question whether the health problems that occur in babies after childbirth can be estimated before birth. This includes the birth records of the American Centers for Disease Control and Prevention (CDC). Approximately 3M data was analyzed and the prediction model worked on the baby dataset. Boosting, Random Forest, Neural Network, Logistic Regression and SVM models were used to estimate the babies who could have any disease at birth. Sick babies were estimated with an accuracy of 69.5%.

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