QUESTIONS $[40]$

$1\mathrm{.}1$ Using relevant research elaborate on what is natural language processing. $(15)$

$1\mathrm{.}2$ Examine how NLP can assist the organisation with digital marketing. $(25)$

QUESTION TWO $[30]$

Utilizing relevant marketing theory, choose a company and conduct a comprehensive

analysis of its product line and product depth. Specifically, investigate how the breadth

and depth of its product offerings empower the company to effectively compete in the

marketplace.Read the following article and answer the questions that follow:

An Alternative Investment Team Harnesses Textual Data Analytics to Find New

Sources of Alpha

THE CLIENT: A Swiss$-$based multi$-$asset management firm with $$95$ billion in assets under

management.

USERS: Alternative Style Premia Team

This Swiss$-$based investment management firm specializing in alternative investing sought to

leverage natural language processing $($NLP$)$ to extract valuable insights from earnings call

transcripts. Managed as an independent company, the firm has developed long$-$term

partnerships with its clients largely due to its expertise in private markets, liquid alternatives,

and multi$-$asset solutions. Being a principal investor in its own strategies, the company has

become a leading global alternative investment specialist.

The investment firm manages various asset classes throughout international markets,

including equities, fixed income, private assets, and liquid alternatives. The Alternative Style

Premia team is a middle$-$size group consisting of portfolio managers and quantitative

strategists responsible for creating and implementing rule$-$based investment strategies that

exploit various economic, price$-$based, and fundamental factors driving the cross$-$section of

asset returns. To boost the performance of their market$-$neutral equity strategies, the team

decided to expand the spectrum of investment signals by adding numerical scores derived

from quarterly earnings call transcripts. Pain PointsRead the following article and answer the questions that follow:

An Alternative Investment Team Harnesses Textual Data Analytics to Find New

Sources of Alpha

THE CLIENT: A Swiss$-$based multi$-$asset management firm with $$95$ billion in assets under

management.

USERS: Alternative Style Premia Team

This Swiss$-$based investment management firm specializing in alternative investing sought to

leverage natural language processing $($NLP$)$ to extract valuable insights from earnings call

transcripts. Managed as an independent company, the firm has developed long$-$term

partnerships with its clients largely due to its expertise in private markets, liquid alternatives,

and multi$-$asset solutions. Being a principal investor in its own strategies, the company has

become a leading global alternative investment specialist.

The investment firm manages various asset classes throughout international markets,

including equities, fixed income, private assets, and liquid alternatives. The Alternative Style

Premia team is a middle$-$size group consisting of portfolio managers and quantitative

strategists responsible for creating and implementing rule$-$based investment strategies that

exploit various economic, price$-$based, and fundamental factors driving the cross$-$section of

asset returns. To boost the performance of their market$-$neutral equity strategies, the team

decided to expand the spectrum of investment signals by adding numerical scores derived

from quarterly earnings call transcripts. Pain Points