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.
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The best insights often come with no mention of a specific company or its products.
"The mistake people make is they just listen for brands and miss all the conversations," says Frank Cotignola, consumer insights manager at Kraft Foods. "I tell people who are using this data to flip it around: Listen to what people are saying, and then see how your brand fits in."
Kraft, for instance, has more than a dozen flavors of barbeque sauce and it's always looking for new recipes. Thus, knowing what people like about barbecuing, how they cook, or what new dishes they're trying may be more valuable than knowing what percentage of comments about a particular brand are positive or negative.
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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.
This inaugural episode of Business Matters explores the subject of leadership with former Air Force Brigadier General John Michel, the Chief Strategy & Innovation Officer and President of MV International.