Sentiment Analytics for Marketing Managers : A Primer
As the world of marketing starts getting dominated more and more by social media, there can be several examples of instances where opinions or “sentiments” expressed by customers online can have a significant impact on an organizations brand. This influence of sentiments expressed by customers through words is not only important from sales perspective, but also from a broader marketing and product strategy perspective. New product introductions or new feature introductions are examples of additional areas where insights captured from sentiments expressed by customers on social media can have transformative benefits. This article introduces non-technical marketing managers to the concept of sentiment analysis so that they can leverage this powerful tool across their marketing portfolio.