Opinions are considered a powerful source of market research. Social networks are the most popular mean for people to state their opinions about products and services. Companies invest in analysing their customers' opinions from multiple existing social media platforms. The knowledge extracted from social media contains sentiment data that is not included in corporate database. This extracted data can be used to improve marketing campaigns to better retain customers and meet their needs. The integration between both social media data and corporate data can lead to better insights that would not have been possible to gain without such integration. This paper proposes a framework to integrate sentiment data, extracted from customers' opinions with corporate data of an organization. The process of integrating opinions streams into corporate database is proposed, then a multidimensional data warehouse is built over the integrated database to perform advanced analytical tasks and answer queries that would not have been possible without the integration. The new framework has been experimented with a case study of integrating opinions about digital devices and corporate data to illustrate the usage of the integrated model.
['Abla Lotfy', 'Neamat El Tazi', 'Neveen ElGamal']
SCI-F: Social-Corporate Data Integration Framework