Prototype Development and Pre-Commercialization Strategies for Mobile Based Property Analytics.

Government agencies are constantly looking for viable strategies to strengthen their newly implemented policies for nation building. Grassroots or customer sentiments are very important to develop an inclusive policy with a mixed of bottom-up approach to incorporate customer opinion. However, due to the unique political and multiracial landscape in Malaysia, current commercial off-the-shelf Social Analytics are irrelevant to capture sentiments of the multilingual characteristics of Malaysian native speakers. Current Social Analytic tools lack the quality of analysis for foreign languages, such as Malay, which limits businesses to localize advertisement for a specific geographical area. Hence, this research was to develop a real-time social media analytic tool with sentiment analysis specifically in the Malaysian context, in order to engage and analyze customer reviews and opinions. The main purpose of this paper is to demonstrate an approach to utilize data from social media platforms, such as Facebook and Twitter, in gaining valuable insights to drive and improve marketing strategy in the property industry. This research developed a tool, namely Property Analytics, to assess public sentiments on specific property projects or services. The methodology and approach to enhance from lab scale to precommercialization activities are outlined in this paper. It is anticipated that this work is relevant to real world application, improve stakeholder's decision making, and the people's quality of life. [ABSTRACT FROM AUTHOR]