Sentiment Analysis

Sentiment analysis is a methodology for analysing text data and classifying the sentiment contained within it. It is a useful technique for every customer facing industry (retail, finance, telco, utilities, etc) which needs to understand how consumers are thinking about them and their products, features and services. Sentiment analysis is a key feature in understanding and predicting churn, developing more accurate customer segmentations and creating recommender systems which have a good take-up of product and service offerings. Today, organisations have access to vast amounts of digital data from multiple platforms, including social media, review platforms, chatbots and influencer marketing campaigns, as well as internal CRM and Enterprise Marketing Systems. This heterogeneous data environment means that multiple types of sentiment model may be needed to truly understand customers, with different models used for understanding emotions, opinions, future intent or what aspects of a product or service are liked or disliked.