Improving Sentiment: Adopt Four “Missing Measures” and Use Root Cause Analysis

Very insightful post by Seth Grimes identifies four missing measures:

  1. sentiment classified in ways that are meaningful to business, such as “promoter/detractor,” “satisfied/disappointed,” “happy/sad/angry” or whatever are relevant for your needs. Grimes points out that flexible automated methods, and expert or crowd-sourced analysis is up to the task. Netvibes, for example, offers a very sophisticated capability that allows in-house analysts to classify sentiments using any terms that make sense, such as “threat,” “opportunity,” “product improvement,” “unmet need,” and so on.
  2. sentiment density – does the post use a few words or is it packed with words that indicate a lot of feeling;
  3. variation –  the dispersion of words around an idea; and
  4. volatility – a measure of the variation of sentiment over time. Seth isn’t saying that these measures are not being used today – they are, rather it’s that they are not used broadly enough. Too many sentiment analyses leave it at the positive/negative/neutral level.

I especially appreciated Seth’s final point, not a metric but an exploratory process called “root cause analysis.” That gets us to understanding the “why” underlying the “what” reported by your metrics and indicators.

Author: stephenrappaport

I write and consult on achieving brand growth. I serve as the Global Digital Advisor for Sunstar, Inc., a global manufacturer of consumer products. I am a Senior Fellow at Wharton’s SEI Center for Advanced Studies in Management, and the author of 3 books on digital marketing and measurement. With Dr. Howard Moskowitz, we lead the Millennials, Mindsets & Money initiative. Its aim is to discover the mindsets Millennials hold towards a range of product categories, and specify what to say, how to say it, and who to say it to in order to help brands market effectively and successfully to this large, varied generation that represents so much future growth.