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- 20 dicembre 2019
- Big Data & Business Analytics
The goal of the project was to classify the news in positive and negative, through a machine learning model, and predict the feelings it generates in the readers. Once the article is classified, the result of the analysis goes automatically to the PRISA Data Management Platform. It was also developed a dashboard that allows PRISA to understand better the type of sentiments associated with the articles they publish.
PRISA is the world’s leading Spanish and Portuguese-language media group, founded in 1972 and nowadays present in 24 countries. The group felt the need to optimize advertising revenues. The idea was to offer investors a greater knowledge of the page where the advertising is inserted, through a contextual text analysis of the news on the specific page. The project started in March 2018 and it was carried out through the support of Minsait, a company of the Indra group.
- Optimization of the advertising investment
- Opportunity to let the advertiser choose where to appear
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