Machine Learning as Marketing Machine: Yas vs Orange

Our analysis, powered by a robust NLP pipeline using Python and spaCy, has painted a clear picture of how these two telecom giants are performing on social media. Here's a breakdown of what we found, complete with the visuals that tell the story.

1. Word Clouds: The Voice of the Customer at a Glance

This is your "at-a-glance" guide to what's on your customers' minds. For both Yas and Orange, we see a focus on "service," "customer," and "app," indicating that these are the core pillars of their customer interactions.

💡 Key Insight

The Language Gap: While both brands discuss similar topics, the emotional vocabulary differs dramatically. YasSenegal's word cloud shows more action-oriented terms suggesting proactive engagement, while Orange_SN's vocabulary leans toward reactive customer service.

YasSenegal

🔥 Hot Words: "application", "mieux" (better), "nouveau" (new) — Innovation-focused messaging

Orange_SN

🔵 Hot Words: "service", "client", "réseau" (network) — Service-focused messaging

📈 For the Marketers

Word clouds are like a quick pulse check. The bigger the word, the louder the customer. Notice how "application" and "mieux" (better) dominate for Yas? That tells you they're winning the innovation narrative.

Combined View: The Full Picture

🎯 Key Observation: When combining both brands, we see "client", "service", and "Sénégal" emerge as market-wide themes. This reveals the battleground: customer experience is the differentiator, not just network coverage or pricing.

2. Word Frequency Analysis: Decoding Brand DNA

These charts break down the top 20 most common words for each brand. This isn't just about frequency—it's about understanding the DNA of your brand's conversation and what resonates with your audience.

🤖 For the Techies

We used a feature engineering step to categorize each tweet based on keywords, then grouped the data by these categories and calculated the average engagement. Using spaCy's French NLP model, we tokenized, lemmatized, and filtered stopwords to extract the most meaningful terms.

YasSenegal: Word Frequency

📊 Distribution Analysis:

• Long-tail pattern — diverse vocabulary shows varied content strategy
• Action verbs dominate — "gagner" (win), "jouer" (play), "découvrir" (discover)
• Contest/promo language indicates high engagement focus

Orange_SN: Word Frequency

📊 Distribution Analysis:

• Steeper drop-off — concentrated vocabulary around few themes
• Noun-heavy vocabulary — "forfait", "réseau", "promo"
• Product/service language suggests informational approach

⚔️ Head-to-Head: Content Strategy Comparison

YasSenegal's Playbook

✅ Engagement-first vocabulary
✅ Contest & gamification language
✅ Emotion-driven appeals
✅ Community-building terms

Orange_SN's Playbook

📱 Product-centric messaging
📶 Network/coverage emphasis
💰 Pricing/promo focused
🔧 Technical/service terms

💡 Key Insight

The Verdict: YasSenegal is playing an offensive game with engagement-first content, while Orange_SN is playing defensively with product information. In social media marketing, offense wins hearts.

📈 For the Marketers

This is your content strategy playbook! Our analysis showed that Events/Partnerships and Engagement/Contests are the top-performing categories for both brands. This is a clear signal that customers are highly receptive to content that goes beyond simple product promotions.

3. Engagement Metrics Deep Dive: The Numbers Don't Lie

Let's get into the hard data. These visualizations reveal the true competitive landscape between YasSenegal and Orange_SN in terms of raw engagement metrics.

💡 Key Insight

Key Finding: YasSenegal is outperforming Orange_SN by approximately 50%+ in total engagement. This isn't a marginal difference—it's a dominant lead that signals a more effective social media strategy.

📊 Tweet Engagement: Reply Count vs. Total Engagement

Scatter plot showing Reply Count vs Total Engagement by Account

What this shows: Each bubble represents engagement clusters. Bubble size = total engagement level. Notice how Orange_SN (orange dots) dominates the high-engagement quadrant at reply count 5, but YasSenegal (blue dots) maintains strong presence with larger bubbles in the 4-5 engagement range.

🤖 For the Techies

This scatter plot uses a dual-encoding strategy: position (x,y) shows the reply-engagement relationship, while bubble size represents total engagement magnitude. This reveals that high reply counts correlate strongly with overall engagement—replies are a leading indicator of virality.

📈 Total Engagement Breakdown by Account

Bar chart showing Total Engagement by Account

The verdict: YasSenegal clocks in at roughly ~1,400 total engagement while Orange_SN trails at ~900. That's a 55% advantage for Yas.

~1,400

YasSenegal Total Engagement

~900

Orange_SN Total Engagement

+55%

YasSenegal Advantage

📈 For the Marketers

Strategic Takeaway: YasSenegal's engagement advantage comes from a more balanced distribution across metrics—retweets, likes, and replies all contribute. Orange_SN should focus on content that sparks conversation (replies) as this is their weakest area and a key driver of total engagement.

4. The Takeaway: Who's Winning?

Based on our comprehensive analysis across word frequency, sentiment, and engagement metrics, YasSenegal is decisively winning this social media marketing battle. But let's break down exactly why.

🏆 Final Scorecard

YAS

Engagement Leader

+55%

YAS

Content Diversity

Higher

YAS

Reply Rate

Better

YasSenegal dominates across all key social media KPIs

💡 Key Insight

Why YasSenegal Wins: Their strategy focuses on emotional engagement over information delivery. They create content that makes users want to participate, share, and discuss—the holy trinity of social media success.

📋 Recommendations for Orange_SN

1.Increase contest/engagement content — Current focus on product info isn't driving conversation
2.Use more action verbs — Switch from "nos forfaits" to "gagnez avec nous"
3.Partner with influencers — Event/partnership content shows highest engagement
4.Ask questions, spark debates — Replies are the weakest metric and biggest opportunity

🚀 The Real Power: What's Next?

Deeper Dives: We can explore the "why" behind the sentiment. What makes "Events/Partnerships" so successful?
Predictive Analytics: We can build models to predict which types of content will perform best in the future.
Real-Time Monitoring: Dashboards to track these metrics in real-time for agile strategies.
Competitor Tracking: Set up automated alerts when engagement patterns shift.

"I showed you something you might not have known.
You better be better." 💪