Predictive sentiment analysis
Here’s a new piece of technology which should interest any large business seriously interested in understanding what is being said about its brand online.
It’s a sentiment analysis tool that enables a company to scour the Internet, including social networks, blogs and news feeds, to learn about public attitudes and provide benchmarks with the competition. It has just been launched by SAS, whose software is widely used for the intelligent application of data in marketing campaigns.
It actually sounds similar to text analytics software provided by competitors such as IBM, and deployed by travel, catering and other types of businesses to monitor changes in customer attitudes. But there’s a twist: it also includes predictive analytics, a crucial element of data marketing which SAS has long specialised in. These are used to forecast future volumes of social media conversations and predict their impact, enabling companies to allocate resources and create “what-if” scenarios for future campaigns.
More details here.
