Last week, we participated in the panel discussion “Beyond Sentiment: Mining Social and other Media for More than Positive and Negatives” at the SemTechBiz conference in London. Our group Tom Reamy (KAPS Group), Marie Wallace (IBM), along with my colleague Marcello Pellacani from Expert System and our partner, Fabio Lazzarini from Cribis D&B, had a lively session around our individual perspectives and trends, techniques and ideas for the future.
As with all discussions of technology, the topics of “where we’re going” and “what’s next” were top of mind. We’re constantly looking forward, trying to anticipate future applications, functionality and drivers for our technology, not to mention staying on top of an industry that is forever working to create products and applications that will change our lives in ways we haven’t yet imagined.
As Marie mentioned in her thoughtful recap of the event, traditional content analytics have “hit a wall” in social media analysis. Semantic technologies are increasingly being recognized for their ability to provide a new level of understanding of context for analyzing social media. And as Tweets and posts on Facebook and Google+ continue to influence consumers, and therefore marketers, advertisers, product development, there is a real need to understand intent and opinion, beyond Like and sarcasm.
At Expert System, we continue to make investments in our technology to better understand sentiment in context and to better understand what’s behind an expressed opinion. These are some of the most important scenarios where semantics are making a difference:
From the perspective of our customers, they want to be able to use sentiment to drive better decision making, and this is where semantic technology excels, and where we will continue to grow.