Analysis and Interpretation of Data
Twitter Sentiment Analysis
of Toyota brand by States in USA
Name: Thao Doan
Under the direction of Prof. Seon Kim
Acknowledge
Research Objective: Analyze customer behavior towards
Toyota auto brand in US market in May.
Research design: collect Tweets and user’s data; using Python
to analyze sentiment polarity and text measures; using Tableau to
visualize analysis.
Significance of study: understand customer behavior and
trends of auto buyers on social media, events such as politics that
impact on brand’s recognition, new product’s expectation.
Outline
Introduction : Toyota background
Hypotheses and Analysis Questions
Significance of study
Scope and Sampling
Sentiment Analysis by US states
Word Cloud
Summary, Trends , Recommendations, and Future Study
References
Appendices
About Toyota Motor Corporation
Japanese company, founded in 1926
Core business: design, manufacture, and
sale of automobile, materials handling
equipment and textile machinery.
Automobile: vehicles, car electronics,
car air-conditioning compressors,
engines.
Main countries: Japan, North America,
Europe and Asia
Brands: Toyota, Lexus, Daihatsu and
Hino
Toyota in USA - 1957
Hypotheses
Decline sale in April on sedan model Camry and Corolla
while RAV4 and Tacoma up:
Customer prefer SUV or mini truck instead sedan (sale
sedan decrease, slight increase in SUV)
Interest rates for foreign cars
New models higher price, excess supply
Political Issues: trading and investment term that influence
on the brand.
Analysis Questions
What is the rate of using data by users?
What is the percentage of negative/positive sentiment?
Which states does Toyota brand more popular based on
polarity?
What topic trends that Tweet mention?
Significance of Study
By analyzing Tweet data focused on US market:
Understanding customer needs and behaviors to build
compelling, differentiated offers throughout the sale and
ownership cycle which are relevant in today’s digital
environment.
Identifying objective elements impact of brand recognition and
sales.
Understanding potential value of different customer regions.
Using that knowledge to strategically target new customers
whilst maintaining the loyalty of existing customers.
Improving customer experience to drive retention.
Research Scope
Social media Twitter, sentiment analytics and word-count
Region: US states.
Sampling
Collect data from Twitter using the twitter API.
Search keywords: “@Toyota” “#Toyota”
52 states of US
Date: May 10 – Jun 3
Number of records
Data collected from API 16,016
Data selected by USA: 6,193
Data by detailed state 5,736
Tweets on population
The top high density of Tweets by states is Washington,
Colorado, New Jersey more Tweets posts from these states
Tweets Density in US states
Tweet Density by States vs. Number of local Dealership
California stands 1st rank in number of Tweets and dealership
while Washington and Colorado has low number of dealership
but high Tweet density.
11 states with big gap between number of tweets
in 100,000 people and number of dealership
Sentiment Analysis
11 States with more Tweets but fewer local dealership (based
on ranking) understand behavior changes and reasons of
movement.
Colorado has
largest gap.
Alabama has
highest percent of
positive polarity.
Washington: highest Tweets density
46% retweets: Toyota Gazzo
racing.
18% retweets: Boycott
products made in Alabama.
Colorado: largest gap
18% of Tweets mention
Honda and Hyundai.
8.6% negative: boycott
products made in Alabama,
including manufacturers of
Toyota and Honda
Alabama: high percent of positive polarity
52% retweets: Toyota
Gazoo Racing
Toyota gave $750,000 to
support Alabama’s
abortion laws by building a
facility in Huntsville.
38% ‘likes’ on event of Toyota as a sponsor of B.A.S.S, bass
fishing sport in Texas, with prize is a new brand Toyota
Tundra truck.
Word Cloud of all States
Repeat of Honda, Hyundai intense competition.
Alabama is states which Toyota plan to invest building more
manufacturer, but with the boycott all brands made in
Alabama due abortion ban protest.
Word Cloud of all States (cont.)
RAV4 get more attention as SUVs model
Supra GR 2020, new luxury couple car Twin-turbo BMW
straight-six power.
‘Likes’ by states
Top states has high LIKES
High LIKES of positive Tweets : Texas, Michigan, California
High LIKES of negative Tweet: Texas, California
What topic of Tweets? Seasonal events or permanent switch?
‘Likes’ by topic: Positive Tweets
Texas:
• Toyota is co-organizer of NBA’s Houston Rockets.
• The final game was played in Toyota Center Houston on May 10
• Tweets run the small online
advertising game, Run as One,
before the final match
• Rewards: entrance ticket with
floor seats, suite ticket,
autographed merchandise.
‘Likes’ by topic: Positive Tweets
Michigan:
• Popular compact SUV choices of 2 new models: 2019 Honda
CR-V vs. 2019 Toyota RAV4.
• Political news: the president announced to investigate imports
of vehicles and auto parts, and claimed that foreigner brand
harm national security by having led to a declining market share
for domestic carmakers. Toyota investments are not welcomed
even though the company spending more than $60 billion
building operations in US.
‘Likes’ by topic: Positive Tweets
California:
Toyota has partnered with the Orleans Parish School Board
to reward a student with perfect attendance with brand new
car 2019 Toyota Yaris IA.
Toyota built new test track, calling Toyotaring with special
design and friendly environment
UPS starts using Toyota's zero-
emission hydrogen semi truck
More diverged to other topics
‘Likes’ by topic: Positive Tweets
In top 20 LIKES positive texts, Michigan and California is
more diverged to other topics.
Texas is more temporary attention in seasonal basketball
game.
‘Likes’ by topic: Negative Tweets
In top 20 likes negative texts, California is more diverged
to other topics.
75% texts from Texas is about basketball games in Houston
Summary of findings
New luxury Supra 2020 marketing campaign.
Investment finds difficult on particular states such as Alabama.
RAV4 is potential best sale as SUV cars, and this model is
made in Canada with import taxes less competitive price.
Summary of findings (cont.)
Toyota is successful with commercial sponsors for sport
games such as basketball, fishing, racing interact with
users/customers on social media.
Washington, Alabama and Texas have high Tweet density due
to seasonal events and political news impact.
Compared with Washington, Colorado concentrates less on
major topics.
California has most stable tweet density with attention
diverged on several different topics.
Trends
People are more attending in sport games.
Distributed allocation of E&M, not depend on few states
Camry, Corolla is old model, intense competition especially
from Honda and Hyundai. The brand need innovation, new
concept model.
RAV4 is modest trend with comfortable seats, more space,
capacity and height compared with sedan, more fuel efficient,
reliable on off-roads, safety and cheaper insurance in long-run
(in appendix)
Recommendations
Expand E&M in diverged locations such as Washington,
Colorado.
RAV4 made or assembly in USA
Expand target segment, not only convenient affordable car,
but also innovation on modest design, example of the success
of Prius hybrid.
Future Study
Verify the changed sentiment of the users before and after
event (law suits, political issues, new product).
Collect full data of users: age, gender, income.
Apply MongoDB to organize data and optimize collection for
queries.
References
https://www.toyota-industries.com/products/automobile/car/index.html
https://www.factorywarrantylist.com/car-sales-by-country.html
https://www.autonews.com/automakers-suppliers/toyota-takes-issue-trump-
proclamation
https://www.kesq.com/news/national-world/new-orleans-graduate-with-
perfect-attendance-wins-new-car/1081105187
https://www.bassmaster.com/chris-zaldain/texas-toyota-and-bass
https://www.al.com/news/birmingham/2019/05/alabamas-abortion-law-
called-an-unforced-error-for-a-state-on-a-business-roll.html
https://www.autonews.com/sales/toyota-6th-straight-monthly-decline
https://www.toyota.com/upcoming-vehicles/gr-supra/
Appendix 1
Toyota Motor North America sales fell 4.4 percent to
183,866, the sixth consecutive year-over-year decline.
Brands: Toyota down 4.8%; Lexus down 1.3%.
Notable nameplates: Toyota Corolla down 24%, Camry down
2.1%, RAV4 up 10%, Tacoma up 8.3%; Lexus ES up 8.7%,
RX down 2.4%, NX down 5.9%
Incentives: $2,205 per vehicle, down 2% from a year earlier,
ALG says.
Average transaction price: $32,358, up 0.2% from a year
earlier, according to ALG.
Appendix 2
Top auto brand sale in USA in 2018 vs 2019
Appendix 3
Top car model sale in USA in 2018 vs 2019
Appendix 4
Car price of SUVs and Sedans
Appendix 5
Insurance cost of SUVs and Sedans
