Measuring What Matters: Using Sentiment Analysis to Improve Your Business

Traffic and user engagement are important variables to measure. But what’s more difficult to measure is actually what matters the most – the sentiments of your audience.

When you’ve already established a good online presence, you’d want to keep the momentum going by bolstering your digital marketing campaigns. You invest in tools that analyze traffic and user engagement, and conversation rates, as the figures soar. Now, your next priority should be keeping your customers continuously happy and interested in what you’re up to next.

Why It Matters

While these numbers determine how many people have seen your brand and have engaged in your campaigns, they don’t display or clue you in to the sentiments of your audience. Fortunately, there are now a handful of tools and software to collect real-time emotional responses and contextual cues embedded in social engagements. Fascinating, right?

Sentiment analysis has become integral to social marketing activities. For something that’s so abstract and subjective, sentiment data has so many powerful uses to businesses and marketers alike. Extracting insights from social data influences decisions across marketing and sales funnels.

Contextual Understanding

Sentiment analysis tools will help you quickly understand consumer attitudes so you can react and act on them accordingly. While website traffic and engagement insights let you monitor the health of your campaigns given a specific timeline, sentiment analysis tools extract real-time emotional and contextual responses across multiple platforms.

Sentiment analysis is no perfect science, but the data is real and intuitive enough to help you understand contextual and non-contextual tools. Apart from sentiment scoring tools, there are algorithms that crawl through social media posts and interpret the sentiment behind it. The tools are so smart that they can even determine if the person was being sarcastic.

At Third Stage Marketing, our marketers employ such tools to determine if our clients’ campaigns are effective, which will, in turn, influence our next marketing decisions. As with any automated process, sentiment analysis has limitations and is prone to error, for which we compensate by keeping an eye on all campaigns.

Think about it – in a traditional brick-and-mortar environment, you’d hand out feedback forms to your customers to know how you can make them happier the next time they come back. While the tools we have now are yet to mature and capture all kinds of human sentiments, they nonetheless provide powerful data.

Need help leveraging sentiment analysis to improve your business? Get in touch with Third Stage Marketing, your local Denver SEO service and social media marketing firm today.

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