EXPLORING VALENCE IN COACHELLA 2019 CUSTOMER

EXPERIENCE (WEEKEND 1 VS. WEEKEND 2)

TEAM 6
 CONCEPTUALIZING THE FESTIVAL CX
SMOOTH & STICKY ELEMENTS

Smooth elements Sticky elements

Streamlined choices Different performers each year

Services and on-site facilities Everchanging environment

Facilitation & Reassurance Unpredictability

STICKY JOURNEY with smooth elements to facilitate purchase

 SMOOTH PRE-PURCHASE
SOLVING INFORMATION NEEDS

Support customers in their decision making process

STICKY CX
ENDLESS VARIATION

Thousands of potential
acquaintances

Infinite interactions via

social media

Mixed online & offline

experience

Expansive
 STICKY CX
ENDLESS VARIATION

Community-dependent
Surprise performances
activities

Open-ended
 STICKY CX
ENDLESS VARIATION

Different lineups each year Different people

Unpredictable
 STICKY POST-PURCHASE
INVOLVEMENT SPIRAL

Unpredictable pattern of positive and negative experiences

Experiential rollercoaster
 STICKY POST-PURCHASE
INVOLVEMENT SPIRAL

Both artists & the community are invested in the subsequent service cycles

Experiential involvement & WOM

 TCQ FRAMEWORK
TOUCHPOINTS

Pre-purchase Experience Post-purchase

Shops
Firm- Youtube Livestream Newsletter
Website
controlled Line-up Staff & Partners Subscription list
Performers (and surprises)

Festival environment

UGC from past CX UGC (e)WOM

Non Crowd UGC
Firm- Influencers socials Influencers socials Reviews
controlled Influencers socials
Journals' coverage
 TCQ FRAMEWORK
CONTEXT

Environment
Crowd
Emotional: Positive & Market Performers
memorable experience Staff
Social Influencers
Cognitive: Imagery & Social Media
Stickiness of the
journey They make the festival a
very positive (negative)
Normative: Coolness Individual experience
Context
 TCQ FRAMEWORK
QUALITIES

The crowd is part of the festival:

HIGH PARTICIPATION everyone wants to interact and
fit the vibe

Physical/sensorial
MULTI-DIMENSIONALITY Social/relational
Emotional

Extraordinariness &
EXTRAORDINARY Unpredictability is what
Festivals are about!
 UNSTRUCTURED DATA
Managers can utilize topic modeling & sentiment analysis to identify
unknown variables of customer experience

DATA TYPE MANAGERIAL INSIGHT

Customer Reviews CX Topic Modeling

Twitter API

Scrapped Social Media Data Identify strengths & weakness

(Reddit, Instagram, Twitter, Combine with Sentiment
etc.) Analysis
Videos (Youtube, Snap Topic importance
stories, Insta stories, Beneficial for upcoming events
Cameras) Competitor analysis
 RESEARCH QUESTION
INVESTIGATION

Is there a difference in valence and topics between Weekend 1 & 2 of

Coachella 2019 Twitter data?

WEEKEND 1 WEEKEND 2

Sentiment Analysis
& Topic Modeling
 DATA SET

Scrapped Twitter Data from Kaggle.com "Coachella 2019"

WEEKEND 1 568189 rows and 24 columns

WEEKEND 2 239145 rows and 24 columns

Data Cleaning
Missing values
Replies to tweets
Languages identification
Tweets in English

Weekend 1: 210689 rows

Weekend 2: 95694 rows
 SAMPLE

Homogenous sample
10% Relative Random Sampling
Too much data

Weekend 1: 21068 rows Weekend 2: 9569 rows

 THE PROCESS
FROM UNSTRUCTURED DATA TO VALENCE

Join Topic modeling &

VAD Dictionary Topic modeling to extract
Sentiment analysis to
implementation & the topics
determine valence scores
Sentiment Analysis
for the topics
 SENTIMENT ANALYSIS

Valence is the affective quality referring to the intrinsic attractiveness (positive valence)
of an event, object, or situation

Awesome
Fascinating
Positive Happy
Negative Friendliness
Joy
Hugs
Brotherhood
Enjoyable
 TOPIC CHOICE

1. Started with 10 topics

2. Realized topics are too dispersive
3. Decided to cut down
4. More specific topics

50 words per topic

 TOPICS
WHAT MAKES COACHELLA SPECIAL?

WEEKEND 1 WEEKEND 2

Topic nr. Topic name Terms (50 overall) Topic nr. Topic name Terms (50 overall)
Topic_0 Performance weekend, music, amp, gambino, childish Topic_0 Stage weekend, music, amp, day, look, set

Topic_1 Crowd i'm, fuck, n't, gonna, can't, y'all Topic_1 Crowd2 i'm, people, n't, fuck, don't, perform, can't

Topic_2 Kpop blackpink, love, girl, performance, perform Topic_2 Kpop2 blackpink, love, week, amp, guy, youtube

Topic_3 Fashion day, people, outfit, look, time, post, video Topic_3 Surprises2 performance, beyoncé, ariana, beyonce

Topic_4 Surprises ariana, arichella, stage, perform, grande Topic_4 Crime puppy, woman, dumpster, bag, dump

Topic_5 Livestream watch, love, set, stream, youtube, billie Topic_5 Novelty kanye, sunday, service, west, live, easter
 TAG CLOUDS

WEEKEND 1 WEEKEND 2
 BAR CHARTS

WEEKEND 1 WEEKEND 2
 REGRESSIONS

WEEKEND 1 WEEKEND 2
*Performance is the reference variable *Crowd2 is the reference variable

R squared is very low

Multicollinearity (negligible change in R squared)
Another model is suggested
 IMPLICATIONS

From the consumer perspective, both at home & in person this is a STICKY Journey

LIVESTREAM CROWD

SURPRISES
CRIME
KPOP

NOVELTY FASHION
 IMPLICATIONS
" Any publicity is good publicity"

Emotional Rollercoaster

Crowd (1&2)

Fashion
KPop

Surprises 2

Livestream

Crime

Relatively "Negative" Valence as a consequence of stickiness

 LIMITATIONS

Language: English
Foreign language
California's high Spanish speaking population
Korean Tweets excluded

Twitter data
Misinterpretation of slang
Irony or sarcasm
 CONCLUSIONS
WEEKEND 1 & 2

Community is the most important variable (crowd 1,2)

Blackpink's performance was the most enjoyed (kpop 1,2)

Overall, the most prominent words across W1 and W2 are

Blackpink
Kanye
Ariana
Performance
People
QUESTIONS?