Sentiment Analysis: Now Embrace Mood Mapping
July 24, 2016
I love the buzzword game. Move enterprise search to sentiment analysis. Then another player nudges forward “mood mapping.” I expect to hear “checkmate,” but I only notice the odor of baloney.
Navigate to “Move Over Sentiment Analysis, Mood Mapping Is Here.” I learned or was exposed to this passage:
“Sentiment analysis has long been the standard approach for understanding how consumers feel about a brand. While this approach sticks to aggregating positive, negative and neutral sentiments; in a world of colors, that’s like having only black, white and grey. With Mood Mapping, we have introduced a next-generation algorithm that helps marketers understand how consumers feel about a particular brand and how they are likely to act on their feelings, something that brand marketers care for very deeply,” Amarpreet Kalkat, co-founder-CEO, Frrole, told [the author, maybe?].
And the company is an award winner. I learned:
Founded in 2014, Frrole, a Microsoft Ventures Accelerator-incubated company, had raised an angel round of $2,45,000 in 2014. The profitable company expects to hit $1 million in revenue run-rate by the end of this year. The start-up was recognized as ‘Marketing Technologist of the Year’ at the Big Data and Analytics Summit 2016.
I think at the pre school near our home, every child gets an award whether a victor in a competition or not. Perhaps Microsoft will integrate mood mapping with LinkedIn in Office 365. That will be exciting when Word’s numbering function fails to count.
Stephen E Arnold, July 24, 2016
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