A goal for any business in 2024 should be effective and predictive communication as informed through data and trend analysis.
Already, predictive communication has made advances through the use of social media monitoring tools and natural language processing, but how does this enable a business to move to a proactive state with it’s communication?
Sentiment analysis, also known as ‘opinion mining’, builds on existing technologies by extracting opinions within written text.
In addition to identifying opinion, sentiment analysis tools extract attributes of expression, such as:
- Polarity: If the text expresses an opinion that is either positive or negative towards the topic
- Subject: The term or keyword being referenced
- Opinion origin: what channel, group or social handle is generating the content.
With the help of sentiment analysis systems, this unstructured information could be automatically transformed into structured data of public opinions about products, services, brands, politics, or any topic on which people can express opinions. This data can be extremely useful for commercial applications like marketing analysis, public relations, crisis management, product feedback, and customer service.
