{"id":157368,"date":"2020-10-29T15:40:50","date_gmt":"2020-10-29T15:40:50","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=157368"},"modified":"2020-10-30T09:55:10","modified_gmt":"2020-10-30T09:55:10","slug":"sentiment-analysis-deeper-actionable-insights-for-your-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/sentiment-analysis-deeper-actionable-insights-for-your-marketing-strategy\/","title":{"rendered":"Sentiment Analysis: Deeper actionable insights for your marketing strategy"},"content":{"rendered":"

What benefits might deeper, actionable, aspect-based sentiment analysis offer for your marketing strategy and planning?<\/h2>\n

I have recently attended <\/span>the Social Data Summit<\/span><\/a>,<\/span> which gathered prominent speakers from leading brands and organizations to discuss the latest developments in digital insights, social listening, and sentiment analysis.<\/span><\/p>\n

The first speaker <\/span>Dr. Jillian Nay<\/span><\/a>, a founder of <\/span>the Social Intelligence Lab<\/span><\/a>, challenged the audience with her presentation \u201c<\/span>Social Data Intelligence is a Mess! Let\u2019s Fix It<\/i>\u201d. Jillian highlighted some major challenges facing the social intelligence industry that need to be addressed such as lack of standards, transparency & accountability, insufficient support for social media intelligence roles, limitation of current tools, depreciation of social networks APIs, but also acknowledged exciting progress that industry is making in the area of predictive analytics, different approaches in audience intelligence, cultural intelligence, and advanced brand tracking.<\/span><\/p>\n

<\/span>Core Module<\/div>
\"Social

Social listening<\/strong><\/p>

Part of the Social media marketing Toolkit<\/p>

Learn what\u2019s involved with social listening including techniques and recommended tools<\/p>Learn More<\/a><\/div><\/div><\/div><\/span><\/p>\n

Following on from this discussion, in my view, another area that needs our attention is <\/span>sentiment analysis<\/span><\/i>. The strategic and business importance of sentiment analysis and urgent need to address its shortcomings to understand customer conversation with greater granularity and accuracy and generate deeper actionable insights have energized interest and research in sentiment analysis. One of the emerging research hotspots in this field is fine-grained Aspect Based Sentiment Analysis (ABSA), which is also referred to as Feature or Attribute Based Sentiment Analysis.<\/span><\/p>\n

Whereas the more simplistic Polarity Sentiment Analysis \u2013 which is focused around sentence-level sentiment analysis, simply classifies the overall sentiment of a sentence into positive, negative, and neutral polarity, Aspect Based Sentiment Analysis (ABSA) allows for more nuanced and contextual meanings.<\/p><\/blockquote>\n

The business case for ABSA is compelling as it can pinpoints the sentiment polarity on <\/span>a specific feature or aspect of a specific domain<\/span><\/i> expressed in a sentence, where a <\/span>feature or aspect<\/span><\/i> represents an attribute or component of an entity, e.g., the screen of a computer, the service for a bank, or the temperature of a hotel room. ABSA wins out as it captures more relevant and detailed insights from the customer discussions by reflecting <\/span>the aspect or context<\/span><\/i> of the conversations, <\/span>as well as<\/span><\/i> the domain dependence.<\/span><\/p>\n

Need a plan to create a winning marketing strategy?<\/h3>

Get started today using a tried and tested step-by-step process to optimize your marketing.<\/p>Start Now<\/a><\/div>\"\"<\/div><\/p>\n

Why ABSA Offers a Vision of Next Generation Sentiment Analysis Tools<\/h3>\n

While widely used polarity sentiment analysis approach has of course its merits and can offer a simplistic view of the most time correct sentiment information, it has a number of shortcomings such as:<\/span><\/p>\n