QUT AMPR Business Breakfast - 28 August

Exploring the use of LLMs in marketing text analysis

Profiling your customers based on their use of language (e.g., Facebook posts or product reviews) can bring great insights, yet it is not an easy task. Businesses have two options, including a more accurate but expensive approach, such as a survey, or a more scalable but less accurate approach, such as a dictionary lexicon.

In this seminar, we will explore the potential usage of LLMs as a tool to perform text analysis. By comparing the performance of an LLM with a dictionary lexicon, we will show where an LLM excels and where users should be cautious.

Dr Mahathir, who researches and applies various AI techniques for energy-related research, will share insights into how advanced models are transforming the energy sector. His work bridges cutting-edge data science and real-world engineering to address pertinent problems in energy systems.

This session will provide valuable insights for marketing professionals seeking to enhance their customer understanding.

About the presenters

Assoc Prof Frank Mathmann research focusses in consumer motivation and big data in retail, service and branding.

Dr Mahathir Almashor has worked on a variety of research projects within academia and industry that have transformed scientific outputs into real-world products. Whilst primarily an engineer, he has maintained a publication track record, including contributions to 5 patents, and also volunteered expert reviews to conferences and journals. At CSIRO Energy, he is applying the latest in AI, data science, and engineering techniques to assist with the urgent energy transition facing the world.

Pasit Sararueangpong is a PhD candidate from AMPR - QUT. His research focuses on understanding consumers through their motivations and language use.