UNIST Students Honored as Excellence Award Recipients by LG Electronics’ H&A Division!

A group of UNIST students were honored with the ‘Excellence Award‘ by LG Electronics’ Home Appliance & Air Solution (H&A) business division. They have been given the award in recognition of the exceptional results in the Growth Hacking where they analyzed the user responses to LG’s new air purifying fan, called ‘AeroTower‘.

Growth Hacking is an integrated marketing technique, which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. Dropbox, LinkedIn, and Instagram are all companies that use growth hacking techniques.

The LG Electronics’ H&A division has decided to apply this gross hacking to its new air purifying fan, called ‘AeroTower‘. While searching for teams to analyze market and user behavior data to create effective strategies for their new product, they commissioned the project to HeXa, the official hacking & machine learning club of UNIST.

Six members from HeXa, particularly those who were interested in big data analytics or machine learning, were gathered together to partake in the project. Those members are Mina Kang (Department of Industrial Engineering), Ji Hyun Ko (Department of Industrial Engineering), Gi-Beom Kwon (Department of Industrial Engineering), MinSu Cho (Department of Industrial Engineering), BoIn Heo (Department of Industrial Engineering), and SeungHwan Lee (Department of Mechanical Engineering).

The team, first, gathered customer reviews and comments that contain the word ‘AeroTower‘. Those feedback were automatically taken from LOTTE Hi-Mart, Danawa Co., Ltd., and Naver Shopping of Naver Corp. Through customer feedback analysis, potential topics that best explain ‘AeroTower‘ were extracted through Machine Learning.

They, then, quantitatively analyzed the strengths and weaknesses of the new product by predicting whether the user is feeling positive or negative emotionally towards the extracted topic. Based on this, the team developed the ‘LG Electronics’ Real-Time Monitoring Solution for Growth Hacking.’ In recognition of their achievements, the team was named as a recipient of the ‘LG Electronics’ H&A Growth Hacking Excellence Award (Vice President Award).’