Comments for Gauging Mass Opinion: Don't Label it Social Media

Gauging Mass Opinion: Don't Label it Social Media

2010-01-06T19:58:35Z

In the first generation of the social Web, the marketing groups and public relations teams would develop reports to provide metrics for a particular campaign. They were pretty much the sole users of "social media," technologies.

That's a problem as far as WiseWindow is concerned. Social media is a poor label for describing how comments, blog posts, updates and other opinions can be leveraged to gauge views across social networks and thousands of Web sites.

"Labeling of it as social media has limited its potential up to now," said Marshall Toplansky, president of WiseWindow. "That is why we are calling it mass opinion business intelligence and not social media analytics."

]]> Now, the social Web is a real-time engine. Cloud computing is a reality and a new era is upon us that allows the enterprise to mine the vast sea of comments, reviews, updates and blog posts from millions of people. We're entering an era where the social Web will serve as the main territory for performing predictive analytics.

WiseWindow is using artificial intelligence technology, web crawlers and the processing power of the cloud to get real-time results for enterprise customers. For example, this means that companies may leverage the social Web to make sales forecasts and gauge the opinions of mass society to immediately understand the current opinions about its brand or those of competitors.

WiseWindow calls the product Mass Opinion Business Intelligence, describing it as a service that goes beyond keyword search and click-throughs to predict market movement.

According to WiseWindow, sentiment analysis has failed as a strategic research tool. When matching words, the context is lost. People use words differently to describe their sentiments. The mass amount of data available makes the process overwhelming.

Instead, the WiseWindow web crawler will search for comments and other opinions across thousands of sites that are not blocked by privacy restrictions. The artificial intelligence trains itself to look for a particular topic. It brings back all related opinions. The information is then distilled for the client or made available through a web portal where the data can be analyzed.

Recently, WiseWindow worked with a client from the film industry. WiseWindow used its technology to research 400 films, generating 4.5 million comments from 70,000 sites. They distilled the data to lean what is hot and what is not.

As another example, , WiseWindow did research for the film, Marley and Me, starring Jennifer Anniston and Owen Wilson. The pre-release promotions featured Luke Wilson. But the comments from the Web demonstrated that Anniston had greater appeal than Wilson. As a result, the trailers were changed to feature Anniston more than Wilson.

WiseWindow was founded in 2007 by Rajiv Dulepet. He has an impressive background. He was a visiting scholar at Stanford's School of Management and Engineering, spearheading the development of presidential prediction projects for both the 2004 and 2008 elections.

WiseWindow started developing its technology in 2007 and began working with clients last year. The company has four patents for its web crawling, auto-classifications of opinions, relevance recognition and in statistical language applications.

Comment from Infiniti Parts on 2010-12-01

2010-12-01T11:26:36Z

They typically use natural-language processing (NLP) software to get the context and do a good job of identifying and extracting sentiment.

Comment from Infiniti Parts on 2010-12-01

2010-12-01T11:24:51Z

They typically use natural-language processing (NLP) software to get the context and do a good job of identifying and extracting sentiment.

Comment from Nightly Business Report on 2010-10-30

2010-10-30T07:33:22Z

There are also vendors, mostly in the text analytics world, who do it right...

Comment from Mykalai Kontilai on 2010-10-20

2010-10-20T08:37:28Z

Piece of AI technology makes it possible to identify trends and predict the likely reactions of an audience or the public opinion in general, really.............

Comment from Mykalai Kontilai on 2010-10-09

2010-10-10T06:27:20Z

Cloud computing is a reality and a new era is upon us that allows the enterprise to mine the vast sea of comments, reviews, updates and blog posts from millions of people in the world..

Comment from Mykalai Kontilai on 2010-10-05

2010-10-05T10:11:16Z

They typically use natural-language processing software to get the context and do a good job of identifying and extracting sentiment. Maybe this is WiseWindow's approach.

Comment from Cross Country Home Services on 2010-10-01

2010-10-01T11:32:01Z

I think their criticism of so-called "sentiment analysis" is misguided and pointless.

Comment from Assisted living facilities on 2010-09-24

2010-09-24T13:57:05Z

I think their criticism of so-called "sentiment analysis" is misguided and pointless. Irrespective of the success and relevance (or not) of sentiment analysis, WiseWindow has a very valuable contribution to make, if it works as well as the article says, which I tend to believe given the quality of this publication.

Comment from Mykalai Kontilai on 2010-09-17

2010-09-17T10:01:09Z

social media is a "conversion tool". For businesses (and people alike!) it's a way to build a relationship. If done right, it can build rapport and trust and then, if someone likes and trusts you, they'll share it with others they think will also value whatever it is that you can offer. People trust word-of-mouth more than traditional advertising like spot tv and that's never been more true than in today's tough economic times. Using social media in your marketing mix is more like going 'back to the basics' of customer service - provide remarkable service and build a relationship with your customer for long-term acquisition.

Comment from modern baby mobiles on 2010-09-14

2010-09-14T09:42:41Z

WiseWindow is in the business of discovering, measuring and continuously reporting “what moves people” - that which drives people to express themselves, to influence others, to choose a brand, a product or service over another

Comment from Vanities Bathroom on 2010-09-07

2010-09-08T06:43:02Z

WiseWindow calls the product Mass Opinion Business Intelligence, describing it as a service that goes beyond keyword search and click-throughs to predict maInstead, the WiseWindow web crawler will search for comments and other opinions across thousands of sites that are not blocked by privacy restrictions.rket movement.

Comment from Lewis Amicone on 2010-08-27

2010-08-28T05:33:30Z

Irrespective of the success and relevance (or not) of sentiment analysis, WiseWindow has a very valuable contribution to make, if it works as well as the article says, which I tend to believe given the quality of this publication.

Comment from Kailash Ambwani on 2010-08-25

2010-08-25T08:14:36Z

Irrespective of the success and relevance of sentiment analysis, WiseWindow has a very valuable contribution to make, if it works as well as the article says,which I tend to believe given the quality of this publication.

Comment from Bathroom Sink Vanities on 2010-08-21

2010-08-21T10:16:15Z

The application-application interoperability of the cloud is a fundamental technology shift that has the potential to unleash the same kinds of disruptive economies-of-scale and disintermediation of legacy business models by aggregating computing resources in the same fashion that Web 1.0 did by aggregating users.But, this time the war won?t be fought at the user level between brick-and-mortar businesses and Web businesses. It will be fought at the application level between traditional closed, proprietary on-premise software and open, standards-based cloud offerings.

Comment from Walkin Bathtubs on 2010-08-21

2010-08-21T09:06:21Z

Irrespective of the success and relevance of sentiment analysis, WiseWindow has a very valuable contribution to make, if it works as well as the article says, which I tend to believe given the quality of this publication.

Comment from executive conference table on 2010-08-19

2010-08-19T13:07:53Z

There are also vendors, mostly in the text analytics world, who do it right. They typically use natural-language processing (NLP) software to get the context and do a good job of identifying and extracting sentiment.

Comment from wood blinds on 2010-08-19

2010-08-19T07:02:26Z

I think their criticism of so-called "sentiment analysis" is misguided and pointless.Irrespective of the success and relevance of sentiment analysis,WiseWindow has a very valuable contribution to make, if it works.

Comment from listbuilding tips on 2010-08-17

2010-08-17T11:28:11Z

Nice article,They typically use natural-language processing (NLP) software to get the context and do a good job of identifying and extracting sentiment. Maybe this is WiseWindow's approach.

Comment from Bradley Acker on 2010-08-17

2010-08-17T09:17:25Z

Cloud computing is a reality and a new era is upon us that allows the enterprise to mine the vast sea of comments, reviews, updates and blog posts from millions of people.

Comment from Nursery Furniture on 2010-08-15

2010-08-16T05:49:24Z

These guys seems to have a piece of AI technology that makes it possible to identify trends and predict the likely reactions of an audience or the public opinion in general, I think their criticism of so-called "sentiment analysis" is misguided and pointless.

Comment from Shipping Broker on 2010-08-09

2010-08-09T08:25:21Z

They typically use natural-language processing (NLP) software to get the context and do a good job of identifying and extracting sentiment.

Comment from Federal Loan Modification on 2010-08-06

2010-08-06T09:58:10Z

Comment from San Diego Tax on 2010-08-06

2010-08-06T08:55:45Z

Piece of AI technology makes it possible to identify trends and predict the likely reactions of an audience or the public opinion in general, I think their criticism of so-called "sentiment analysis" is misguided and pointless.

Comment from seks shop on 2010-07-27

2010-07-27T09:12:30Z

The pre-release promotions featured Luke Wilson. But the comments from the Web demonstrated that Anniston had greater appeal than Wilson.

Comment from Cep telefonu on 2010-07-27

2010-07-27T09:11:26Z

Instead, the WiseWindow web crawler will search for comments and other opinions across thousands of sites that are not blocked by privacy restrictions.

Comment from seks shop on 2010-07-27

2010-07-27T09:10:07Z

Now, the social Web is a real-time engine. Cloud computing is a reality and a new era is upon us that allows the enterprise to mine the vast sea of comments, reviews, updates and blog posts from millions of people.

Comment from Turkcell ,avea ,vodafone kontör on 2010-07-27

2010-07-27T09:08:14Z

Comment from şişme bebek on 2010-06-30

2010-06-30T10:46:06Z

WiseWindow seem to be tackling the issue of intelligence extraction / production from "social media" in a very intelligent and original way potentially spearheading the emergence of Public Opinion Polling 2.0 and predictive modelling of Public Opinion

Comment from sex shop on 2010-04-16

2010-04-16T08:30:05Z

Comment from sesli chat on 2010-03-27

2010-03-27T14:16:27Z

Comment from Seth Grimes on 2010-01-07

2010-01-07T16:52:58Z

Jeez, saying "sentiment analysis has failed as a strategic research tool" because of the limitations of (quite a few of) the implementations/platforms out there is way off. There are also vendors, mostly in the text analytics world, who do it right. They typically use natural-language processing (NLP) software to get the context and do a good job of identifying and extracting sentiment. Maybe this is WiseWindow's approach. In any case, they certainly do have competition that anyone looking for a solution should investigate.

Comment from winter olympics on 2010-01-06

2010-01-07T06:18:16Z

Wisewindow has a different methodology but am not sure if it would work well or not.

Comment from businessquests on 2010-01-06

2010-01-06T20:57:47Z

While these guys seems to have a piece of AI technology that makes it possible to identify trends and predict the likely reactions of an audience or the public opinion in general, I think their criticism of so-called "sentiment analysis" is misguided and pointless. Irrespective of the success and relevance (or not) of sentiment analysis, WiseWindow has a very valuable contribution to make, if it works as well as the article says, which I tend to believe given the quality of this publication.

Comment from Cheryl on 2010-01-06

2010-01-06T20:54:59Z

Not questioning their methodology, however, "mass opinion business intelligence" is only one view - and it's a mouth full!

Comment from Hamish Denston on 2010-01-06

2010-01-06T20:51:21Z

Wasn't Owen Wilson the one in Marley & Me?