10 Tips: Tap Consumer Sentiment On Social Networks
Facebook and Twitter can serve as real-time consumer focus groups, but watch out for 'channel biases' and think beyond your brand. Follow these 10 pointers for effective use of sentiment analysis technologies.
6 of 11
Sentiment analysis technologies can't replace conventional research such as in-person interviews and focus groups that let you go in depth on inferences you might have picked up on through social media monitoring.
"The traditional researcher always wants to ask questions: Why do you use this product, and why do you use it that way?" says Frank Cotignola, consumer insights manager at Kraft Foods. "With social media, you just stand back and listen, and you can't ask, 'Why did you say that?'"
Social networks are available 24 hours a day, seven days a week, so one advantage of social media analysis is that it's a real-time tool that's not subject to the time lags inherent in focus groups and surveys. Use social media sentiment as a leading indicator and a way to track sentiment over time, but then use conventional research to figure out what's behind the trends.
The Agile ArchiveWhen it comes to managing data, donít look at backup and archiving systems as burdens and cost centers. A well-designed archive can enhance data protection and restores, ease search and e-discovery efforts, and save money by intelligently moving data from expensive primary storage systems.
2014 Analytics, BI, and Information Management SurveyITís tried for years to simplify data analytics and business intelligence efforts. Have visual analysis tools and Hadoop and NoSQL databases helped? Respondents to our 2014 InformationWeek Analytics, Business Intelligence, and Information Management Survey have a mixed outlook.
InformationWeek Tech Digest, Nov. 10, 2014Just 30% of respondents to our new survey say their companies are very or extremely effective at identifying critical data and analyzing it to make decisions, down from 42% in 2013. What gives?