Wednesday, January 09, 2008

Tracking an idea

In an earlier post I referred in a vague way to "sentiment analysis" software, which attempts to track the diffusion and reaction to a set of key words throughout the Internet. Readers may wish to visit the Andiamo Systems website and play their demo to get a sense of what this type of software can do.

The Net-savvy Executive is following developments in what is now being termed "social media analysis". These are applications of the sentiment analysis idea described above, all of which attempt to track the spread of an idea throughout the Internet and, by using algorithms, determine the attitudes they toward a concept or a brand. (Think "Hillary" for example).

  • 23 November - UK-based Sentiment Metrics launched their social media analysis service, which starts at £159 per month. A free, 14-day trial is available.
  • 3 December - Cymfony announced its Super Bowl Advertising Audience Impact report, a syndicated series of reports on media coverage and consumer discussions about Super Bowl advertisers. press release
  • 4 December - CustomScoop launched Media Bullseye, a web site/newsletter on current trends in communications for media, public relations, and marketing types. (via Chip Griffin)
  • 6 December - KDPaine & Partners and BuzzLogic announced a partnership to offer KDPaine's tonality and sentiment scoring to BuzzLogic customers. press release

I'll try and look at these products in greater depth to see whether any of them have the ability to track the mutation or change in a concept, rather than merely measuring attitudes towards a static brand or set of words. Ideas are like viruses, and I suspect that tracking the way in which they adapt is vitally important.


Blogger Marcus Aurelius said...


One of my websites just had an andiamo hit. No idea what was keying them in though because the actual page viewed as reported by sitemeter is out of an Adiamo cache. Maybe awstats will help?

1/10/2008 06:36:00 PM  
Blogger Chip Griffin said...

At CustomScoop, we use a blend of technology and human analysis to deliver relevant reports to our clients, so we obviously have the ability to adjust over time. We are of the belief, as Katie Paine and others are as well, that software-based sentiment analysis can't achieve the same level of accuracy as humans because of the nuances of language.

1/11/2008 07:36:00 AM  

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