Marketers

You already use tools to slice and dice demographics and psychographics, reach and frequency. Now you can actually measure the efficacy of your creative message by tracking your brand’s impact through Sentigrade™.  Obtain real-time, highly accurate and granular opinion measurements for the brands that matter to you most. You can also drill down to the source of these opinions to identify new opportunities for message placement.

Corporate managers are facing unprecedented changes in the way in which consumers are expressing and sharing opinions about their brands, products and services.  In the past, consumers shared their views through (spoken) word of mouth, leading to a long period of latency before a brand’s weakness or strengths were known to all. Today, users express themselves in millions of bulletin boards, blogs, and social networking sites – a.k.a the blogosphere. Comments made in blogs and social media outlets can help a company reposition its products against the competition, highligh strengths and overcome weaknesses through an appropriate blend of advertising, marketing, and product engineering.  However, if you don’t know what is being communicated about your brand in the blogosphere, you are flying blind.

SentiMetrix delivers real time analysis of the blogosphere — with high levels of accuracy that enable companies to quickly identify trends in opinions about their brands.  The SentiMetrix solution enables managers to identify changes when they begin to occur rather than after they have already occurred. This allows a marketing team to remain tuned into what people are saying about a brand and its competitors.

• Fine-grained analysis of customer opinions is a must. It is not enough to count the number of positive, negative, or neutral articles about a brand.  While this may provide a basic summary about the volume of buzz surrounding a brand, it is an ineffective method to flag change in sentiment about a brand before it becomes a problem or missed opportunity.  SentiMetrix brings a unique technology that scores sentiment on a continuous scale ranging from -1 (“maximally negative”) to +1 (“maximally positive”).  This patent pending technology provides the fine grained analytics and information enabling managers to find and fix issues before a crisis happens and to quickly discover and reinforce positive trends.
• Globalization increases brand monitoring complexity. Brands are global, and people talk about them all over the world.  Often, opinions expressed in one country may be dramatically different from those expressed about the same product in another country. Such variations in opinion about a product may be due to any number of factors: the marketing and advertising budget may be inadequate, or the product might be inappropriately designed with respect to local consumer preferences, or may be priced out of reach of the people in that country.  Brand managers need the ability to target their resources in order to maximize the effectiveness of the brand’s position in a geographic market.  Without a detailed knowledge of the language in question, it is impossible to analyze the impact of the brand in the social media surrounding that language: Chinese, Italian, Spanish, French, and Russian represent large markets for many of these brands. SentiMetrix’s product addresses all of these languages and more (9 languages to date.)
• Drill down capabilities are a must. Merely knowing that 50% of all articles about a product are positive, 30% are negative, and 20% percent are neutral is not enough. This is what most vendors of sentiment mining products sell today.  However, marketers want to know why these sentiments about their brand or product are distributed in this manner.  Why are the 30% of unhappy social media posts unhappy?  What are consumers complaining about? What are the best liked features of the brand or product? SentiMetrix provides the tools to drill down into the details of the opinions expressed so that the “why” question can be answered.
• Highly accurate results are a must. SentiMetrix’s products have been thoroughly tested by independent third parties in multiple industry settings. In addition, because of the natural language processing algorithms, it is possible to “train” our software to increase its fluency in vertical industry categories and to detect implied sentiment. For example, in the case of automobiles, a statement that a vehicle gets 10 miles to the gallon would be flagged by most sentiment analysis engines as a neutral statement. SentiMetrix, however, would look at known facts about the industry determine whether the vehicle is a high performance racing vehicle or a compact car, and flag the sentiment in degrees of positive or negative sentiment, as appropriate to the context.

In conclusion, given the rapidly increasing role the blogosphere plays in forming, changing or enhancing opinions for a company’s’ brand,  it is essential for organizations to track and analyze opinions expressed online. SentiMetrix provides the fastest, most granular results in multiple languages. We give brand managers the tools needed to turn analysis into action.