Nstein and Sentiment Analysis
January 3, 2010
I learned in late November 2009 that Nstein, a Canadian content processing company, offered a sentiment analysis component. Sentiment analysis means that software determines if customer support email or comments about a product are happy or sad, positive or negative, or green or red light. The idea is that a marketer can keep his or her finger on the pulse of popular opinion about a product, service, person, or some other entity. According to the Nstein news release:
Nstein’s Sentiment Analysis module allows evolve24 [a social marketing firm] to quickly determine the tone of an article, which offers a key insight into the firm’s representation through media. “We have estimated that a person at peak performance can ‘tone’ 200 articles a day – or 25 an hour,” Wheeler said. “With Nstein, we can literally score tens of thousands of pieces of content a day for each of our clients – all of them broken down by brand or topic – using a single person to manually test and verify results.” … “Thanks to the combination of our technologies and evolve24’s know-how, management has a unique means of measuring how various marketing activities positively or negatively impact a brand’s reputation.”
I was supposed to get a demonstration of the technology at the London online show. But a mix up in scheduling and a message that was supposed to arrive and did not ran the ship aground. As a result, I cannot offer any insight into the efficacy of the system. Due to other slip ups with communications, I decided not to include Nstein in my Gilbane report titled “Beyond Search”. Sounds good though and it is a crowded sector with offerings from big guns like Autonomy to smaller firms such as Lexalytics.
Stephen E. Arnold, January 2, 2010
Okay, full disclosure. I had a net loss in time when the Nstein meeting did not take place. I wish to disclose that I was not paid to offer no opinion about the Nstein product. To whom should I report this sad state of non pecuniary reward? Ah, I know. The Bureau of Reclamation.
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