i-sieve Technologies - Clients
We work for companies that have a message to convey, a brand to promote, a policy to implement or a point of view to popularise.
In 1922, US retail pioneer John Wanamaker famously declared: half the money I spend on advertising is wasted; the trouble is, I don't know which half. Today, i-sieve Technologies could tell him.
Our state-of-the-art sentiment analysis can find out what people say about a given campaign, what they like, what they don't like, and how public perceptions of the product have been changed by the campaign. Our experience has taught us to expect the unexpected. The public often pick up on an aspect that seems peripheral to the campaign itself but it's this intelligence that helps agencies and their clients deliver their future messages in terms that make sense directly to the target market.
When audience figures are measured in millions, keeping track of audience reaction can be daunting. Surveys of public opinion can be expensive and inevitably only ever answer the question posed. i-sieve technologies measures public creation in a way that:
- Can be done close to real time. Once our systems are trained to recognise comments about a particular service, we can deliver the results of sentiment analysis daily.
- Picks up on all relevant comments: positive, negative, neutral or unexpected. Identifying key words, phrases and sentiments and sentiment drivers.
- Is scalable. Because our system is automated, we're able to crawl the Web and gather large volumes of relevant data.
- Is smart. We recognise the original opinion shapers and the opinion followers; distinguish between the mainstream and the extreme; the considered from the ill-informed.
How do people refer to your brand? Do they see you as a lemon or a peach? Do they use your brand name as a verb (a lot of people use Yahoo to Google). What associations do people make with your brand and how do they change over time? How do people refer to the service or product you offer when they don't use your brand name?
These are the kinds of questions i-sieve can answer for you. We can do it as a snapshot but the real value perhaps comes by tracking perceptions of your brand over time. Once our system is trained to recognise comment about your brand, the long term monitoring of sentiment is easy to maintain at low cost.
Standards Bodies (Compliance Monitoring)
The offline and online world is full of standards, guidelines and recommendations. For example; professional journalists will work to standards of accuracy in their reporting, movies and games carry age ratings, tourist attractions and restaurants will need to work to health and safety standards. Monitoring compliance with these standards is usually done by an authoritative body that will rely on responding to complaints received.
But how many people actually go to the bother of complaining? And how typical are those complaints? i-sieve Technologies can monitor public comments about a particular issue.
A tweet sent from a mobile phone saying "swear I just saw a rat running along the room at the Golden Panda" suggests that hygiene standards are not being adhered to. A blog entry saying "XYZ has a 15 rating but I wouldn't mind my 12 year old playing it" may or may not be typical of opinion on the rating of a particular computer game and so on.
In these situations, the system is trained to find comments about breaches of the standard rather than a particular brand or message.
Opinion polls and surveys have been the stock in trade of policy makers and journalists for as long as there have been policy makers and journalists. i-sieve technologies' sentiment analysis offers a way to capture the Zeitgeist as never before. What do people really think about climate change? Sure, it's the economy stupid, but which measures of the economy do people most care about? How representative of public opinion are the people with the loudest voices? Who are the opinion shapers?
Rather than polling a thousand individuals, i-sieve technologies can analyse the sentiment expressed in hundreds of thousands of blogs, microblogs videos and online comments. We can track changes in opinion, helping to pinpoint the underlying cause of any change or hardening of opinion. As with all i-sieve's sentiment analysis, results are statistically valid and you receive the actual data so you can follow up in more detail if desired. Long term monitoring of opinion of an issue is particularly cost effective.