Bitext Cracks the Sentiment Code for Salesforce Cloud Insights

October 22, 2012

Salesforce went social years ago. First, the company hired Steve Gilmore, a widely respected futurist and technology expert. Next, the company added various commenting and collaboration functions to the Salesforce platform. Now the company has taken the next logical step. Sentiment analysis has been added to the Salesforce Cloud Insights system.

The sentiment analysis capability answers such questions as:

  • In a licensee’s content pool, what’s hot, what’s a problem, and what’s going right?
  • How are customers’ sentiments trending over time or now?
  • What customers are unhappy and why?

The Salesforce Marketing Cloud Command Center solution is the next generation of social engagement. By leveraging insights from the Marketing Cloud and more than 25 social analytics leaders, customers will derive deeper meaning from the millions of social conversations happening every day. The industry’s most comprehensive solution for managing social media engagement, the Social Command Center will provide customers with a new level of social media intelligence that will allow them to filter through the noise and quickly analyze large volumes of social data to generate actionable social intelligence and connect with customers in entirely new ways.

The engine for this innovative sentiment capability was developed by Bitext, based in Madrid, Spain. Unlike most companies, Bitext was designed to operate across languages. In one sense, Bitext approached semantic methods to operate without requiring the user to specify what language is being analyzed.

Bitext is a leading provider of OEM text analytics technology. Bitext develops semantic services for major European languages using a data-driven symbolic natural language processing system. Alongside integration into partner solutions including search, business intelligence and analytics, these services are available through two different channels: Bitext Consulting and the Bitext API, which provides a web service to open up the Bitext semantic technology to third-party developers.

As a result, Bitext Sentiment enables customers to harness the power of social intelligence and connect with customers in entirely new ways. Unlike the academic charts and often incomprehensible dashboards of confusing graphics, Bitext’s system outputs data which can be used to answer basic business questions quickly.


Any developer for Salesforce Marketing Cloud Insights or users of the system can tap the power of the unique Bitext innovations. Bitext Sentiment delivers multilingual sentiment analysis. The system is fueled by sophisticated semantic analysis. According to the founder of Bitext, Antonio Valderrabanos:

“We keep the technology behind the simple reports a business person or analyst needs. We focus on usability and delivering real time results, not confusion.”

Bitext’s system uncovers key insights or “info nuggets” from the millions of conversations that take place every day in social media.

He said in Madrid today:

Bitext can deliver information which can transform a company’s future. Our multilingual sentiment analysis in a real-time environment gives companies the opportunity to understand their customers better and faster than ever before.

ArnoldIT’s view is that most of the high profile industry solutions for sentiment analysis that are based on keyword spotting or machine learning. Stephen E Arnold, founder of ArnoldIT, said:

Most of the systems asserting intelligence based sentiment analysis simply fail to handle most of the subtleties of human language. This is especially true of complex languages like Spanish or Portuguese and even more so when the Latin American varieties of these languages are considered. Our research revealed that Bitext Sentiment was built from the ground up using processing techniques designed to handle the complexity of natural language. Bitext represents morphological variation and syntactic analysis via its proprietary rule-based system, Bitext Sentiment capture nuances of meaning more effectively than other systems we have examined.

Bitext Sentiment allows an organization to gauge whether their customers have concerns about the message they are receiving or are reacting positively. Such focused, easily understood information allows users of the Bitext system to act swiftly to engage in the most effective manner.

Selected Features of Bitext Sentiment

Bitext Sentiment is a robust solution. Of particular interest to organizations seeking to leverage their “big data” from customer support and social media are:

Sentiment analysis that works using sophisticated rule-based language analysis to solve challenges such as identification of positive or negative words that do not relate to the brand in question and sentiment words that change their meaning when combined with other words

Entity extraction collects as a single Insight all of the brands, companies, people and so on that people have referred to positively or negatively, making it easy to see which are the most important subjects in a set of online conversations.

Entities context (brands, companies, people etc.) that have the strongest positive and negative sentiments are extracted into separate Insights, making it easy to compare brands, people or products and see the majority of positive or negative comments are directed.

The dictionaries and grammars that power Bitext Sentiment are built specifically for each language and language variety. Sentiment analysis is customized for each different language, not built with a one-size-fits-all technique.

The initial set of languages for Salesforce will be Spanish and Portuguese. All varieties of Spanish (Latin America and European) and Portuguese (Brazilian and European). Upon request, the system can support English, French, Italian, Catalan, Basque, Dutch and German. Other languages can be added as required.

Stephen E Arnold, October 22, 2012

Beyond Search, the “real” beyond search I might add


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