BACK TO THE BASICS: Understanding Online conversations with Big Data, Sentiment Analysis, Concept Clouds, and Semantic Analysis

Harness Big Data for Big Insights

With the availability of resources online being limitless, Internet users’ each have their own unique browsing habits: visiting social media pages, shopping online, reading about a topic, etc. Naturally, internet users are also having conversations online; it is now easy for someone to voice their opinion online and be heard by thousands.


To put things bluntly, the practical opportunities from a business standpoint are fantastic; online conversations are the equivalent of massive unbiased focus groups and can be leveraged to the benefit of a business.

Take for example Lenovo’s success story: after sifting through thousands upon thousands of online conversations (social media, blogs, forums, etc.), Lenovo created new products in response to the voice of the public. These new products achieved fantastic sales simply because they responded to customer needs that were previously unanswered.

We are now able to gather massive amount of data points (referred to as Big Data) and the ability to analyse them now propels companies to a whole new level of customer experience.

For further insights, we recommend our guide to leveraging your influencers:…/branding-technique-101-leveraging-your…/



Gathering data for consumer behavior used to be time consuming and an expensive endeavor. Today, data can be collected en masse through various channels and networks available on the internet, hence the term Big Data.


There are other important factors besides the obvious time and cost reductions that make Big Data attractive. For starters, the massive amount of data grants businesses the ability of gathering insights with statistical validity, meaning that the voice of consumers is correctly represented. Furthermore, gathering data that is already available online is different than asking for opinions; the data gathered is less likely to be bias, so the true emotions and opinions of consumers will be depicted.

For example, Hertz used to handle customer satisfaction surveys locally for all their 8600+ locations! Not only was it inefficient, but the insights gathered were unable to truly depict the needs, wants and behaviors of the customers because of the surveys being isolated from one another. By switching to Big Data, Hertz went from throwing 8600 small sized fishing nets with difficulty, to easily throwing 1 giant sized net + leveraging new customer data channels previously inaccessible. The value that Hertz received following the implementation of Big Data is easily in the millions.

For further insights, we recommend how big data is revolutionizing how Ad Agencies operate:



We’ve established that online conversations are pivotal for businesses to improve their customer experience. However, having to read every bit of conversations manually and extracting insights is humanly impossible. This is where sentiment analysis come into play.

Sentiment Analysis at its core is the process of analysing conversations and gauging the strength of the emotions behind them in an attempt at understanding a) if conversations are positive, negative or neutral, and b) what aspects of the conversation are positive, negative or neutral.


Sentiment Analysis is a fantastic way for companies to track their brand or products and understand how their consumers react. The main benefit from sentiment analysis alone is the ability to understand the reception of a brand or product in the face of change, for example: after a new product release or a marketing campaign.

The perfect example to highlight the strength of sentiment analysis would be Whole Food’s Asparagus Water situation. After releasing the product, customers were quick to express their discontent online. Had Whole Food implemented sentiment analysis, the whole Asparagus Water situation would have been killed. However, since they did not leveraging sentiment analysing, they were ridiculed by the media, continuously criticised by consumers and their stock dropped in the process until the product was removed.

For further insights, we recommend reading on the trends that are happening in social media analytics:



Powerful insights can now be automatically extracted by understanding the meanings of words and sentences of online conversations, assigning meanings to words be known as semantic analysis.


While Semantic does a wonderful job assigning meanings the words and sentences, the perfect sidekick and the true hero in this story is contextual concepts cloud; the ability to portray and identify the driving forces that influence public opinion. Having the possibility of identifying the elements that bring value to customers, to observe what they care about and see the language they use, are fantastic ways of improving the customer experience.

When Apple released their Apple Watch, the company was keen on gathering the initial feedback from their users. Concept clouds were able to identify that the top concepts were “Apple” and “Watch”. This methodology offers little insights because no meanings can be placed after observing single words with no context. On the other hand, semantic analysis paired with context concept clouds was able to identify that the battery life in the apple watch was a problem that consumers cared about and something that they would want improvements on.

The ability to paint a full 360 degree view enables companies to attain new heights and identify opportunities that would have been impossible to observe without contextual concept clouds.

For further insights, we recommend understanding customers with the use of intent analysis:

Optimizing your Resume-filtering process to improve Quality-of-Hires

Talent Match: Filtering the Best Candidates

A day in the life of a Recruiter usually includes a large portion of reading and reviewing resumes. Since it is now much easier to mass-apply to job openings online, on average corporate job openings attract 250 resumes each! While the number of applicants are continuing to increase, the Quality-of-hire are still inefficiently low. The gap in quality long-term hires starts with the errors at the resume-reading stage. From spending too little time on each Resume, to mismatches between the candidates and the open positions, to the human error layered throughout the reading and matching process. Ask any professional Basketball player to make 100 shots in a row, even they make mistakes and they are the best in the world at what they do. Imagine you are required to read resumes all day long, even the best get tired, distracted, “hangry”, leading to decreased accuracy and even bad employee-position fits.

Here are three Pain Points that decrease accuracy of hires and increase the cost-per-hire:

  1. Latent Human Bias embedded in the resume-reading procedure
  2. Accents/capital letters/differences in language/document formats which are usually automatically disqualified in most Resume Parsers because the Parsers are only Keyword-based
  3. Showcasing why you chose the candidate, without gut-decisions, while ensuring compliance for the Diversity of hires

Machine Learning-powered Resume Parsers such as Talent Match solves these issues with its context-based analysis process. Through the analysis and categorizing of resumes in any format, Talent Match rates candidates based on their whole resume, compared to keyword-based searches. This ensures an accuracy rate of more than 85%, an increase of quality-of-hires, and a decrease in time-to-hire. When looking to integrate Parsers into your ATS or resume databases, make sure the parser can analyze different document formats, otherwise you will lose a large portion of candidates to incorrect digital formats.

Global Recruiting Trends show that the average time to hire is between 1-2 months, this can be greatly improved with a strategy that includes automating the assessing and classification of incoming resumes and organization’s
database of resume. If you are looking to increase your quality of hire while decreasing your time to hire, Talent Match will find you the right candidate faster than ever.

Contact us today for a demo showcasing the benefits of automating your talent matching, leading to higher quality of hires in less time than ever before!

Microtargeting: The Elections, and what Marketers can learn to boost Customer Experience

Trump and Microtargeting

Since the 2000 elections, Microtargeting has been an essential piece in winning the American elections, that is 5 elections in a row that are influenced by this data-driven tactic. Let’s start with a simple definition, what is Microtargeting? Microtargeting is the use by political parties and election campaigns of direct marketing datamining techniques that involve predictive market segmentation (aka cluster analysis). Thanks Wikipedia, us Marketers can learn a lot from how political parties divided up their audiences into segmentations from the data collected online. 17 years later and modern Marketers are now implementing similar techniques to their digital channels.

This data-driven approach starts with collecting data from their multiple channels; whether it be polls, social media data, and demographic interests by state. The next step is the most difficult to execute and regarded as the most important; finding the relevant patterns. Once teams understand the patterns in the data they divide (the demographics) and conquer. In 2004 Karl Rove, considered the “architect” of presidential election by Bush Jr. himself. What Rove realized is each micro-demographic, as in young Latina families in California, have majorly different political agendas. Once these micro-demographics were defined, specific and targeted messages were crafted for each group. For example: These young Latina families mentioned earlier may care most about public schools, while families from the same heritage and state may care more about work opportunities if their children are older. This division of message, is a major technique used in every election, especially this last one by Trump’s political team. Trump, whether you love or hate him, tapped into the voter interests and preferences and possibly most effective was voters’ fears.

In 2017, successful brands can tap into the interests of each relevant demographic, and provide actionable messaging that drives sales and Customer Experience. Consumers have much more power than they did, say 30 years ago, this is due in part to the accountability provided by Social Media networks and the increase in competition over the years. Crafting effective, engaging messaging starts with a robust data analysis strategy.

Semeon provides organizations with the tools to turn consumer data into digestible and actionable Insights, leading teams to customer-focused strategies. Align your marketing campaigns with the relevant audiences to boost ROI and increase Customer Experience. Contact Semeon today for your free Demo today!

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How to Get the Most out of Facebook Analytics

“Highly Data-driven organizations are three times more likely than others to report significant improvements in decision making”. The amount of data at company’s disposal is no longer the road block, rather creating Actionable Insights that fuel business decisions from the ocean of data is holding companies back from the full potential of Big Data. Two of the biggest businesses in the United States, Facebook and Google, are Ad Tech. This should showcase how many millions of data points are fuelling advertisement decisions already, and the types of analytics continues to grow. Just recently Facebook updated their Facebook analytics tool to improve the benefits for Marketers and Product Managers, by leveraging Facebook’s user data.

Demographic insights are going to be very important in the next few years within the analytics industry. The amount of data is no longer the problem, but the type of insights created from your business data is. Demographic insights will be fuelled from data coming from multiple sources, to create very clear and descriptive perspectives of the clients throughout the sales lifecycle. Facebook is now incorporating their own anonymized audience data so users can learn what Facebook pages their users like, among other insights, so users can be attuned to their customers and provide products that are aligned with their clients. The other massive feature update from Facebook allows users to compare their audience segments side by side. This is huge for Marketers who are trying to compare and learn what search engines provide the most traffic, or which age group is more likely to engage with video content for example. For marketers, this means the power of asking the right questions, which will lead to the “a-ha” moments. As I have said earlier, successful marketing strategies are at the axis of creative and scientific.

Leveraging your data analytics should be involved in every part of the marketing decision, including the planning, implementing, and especially looking back on past campaigns to learn for the future. Like your history teacher in high-school always said: “if you do not learn from the past, you are doomed to repeat it” Ask your data questions every chance you get, this will lead to new perspectives on your consumers, your digital channels, and your marketing campaigns. Marketers need to be empathetic enough to care about their customers’ wants and needs and how they go about learning and eventually buying their products and services. In this age, we can learn a great deal about our customers and use that to fuel better business decisions across leadership teams, product teams, and especially sales and marketing teams. Modern Marketers need to be able to leverage data to uncover who their clients are, by searching the data to find user patterns that lead to improved communication and product strategies. With the increase in Big Data, marketers will be expected to know more, but with the right data analytics strategy in place they can perform their research and implementation in less time but with more accuracy that ever before.

Semeon Analytics is here to help you make the most of your campaigns analyzing Facebook and Social Media data to fuel better business decisions! Contact Semeon to request a free demo surrounding your digital marketing strategy today!

Big Data & Ad Agencies: Giving Reason to Gut Decisions

Big Data & Ad Agencies

“an overwhelming 83% of [Ad Agency] clients are looking for unique skill sets and specialized capabilities not found in most Ad Agencies or media buying firms.” Two of the areas with the most negative ratings are; Managing the Data explosion (70% were not satisfied) and analyzing data to create personalized experiences (only 29% gave positive reviews). There is not a marketer today who doesn’t want to know more about their customers, but for most teams this is next to impossible based on exclusive data silos, proprietary labels, and the different types of unstructured text. Big Data has allowed Ad Agencies and Brands to proactively learn about their customers from many digital channels, the biggest road-block is transforming the ocean of data into Actionable Insights.

It is said that genius lies at the intersection of creativity and science. Creating engaging, aligned campaigns, comes from a statistics-backed creative process. Netflix and Spotify have fantastic use cases that showcase the benefits of leveraging consumer data to create customer-centric products or advertisements. Netflix has been using Consumer-data from their own streaming service to create products that have high-chance of success in terms of viewership. Using viewer habits, they could make purchase decisions with high predictability rates based on what directors, genres, and the actors’ viewers watched most. Spotify used consumer data to create an engaging campaign surrounding the users’ listening habits in a fun and unique perspective. Another aspect of leveraging data comes from digital channels accelerating the feedback-loop process for testing campaigns before purchasing media space.

Social Media is an effective testing ground for campaigns before they hit the national stage, quickly gauge public perception and proactively align with customer-centric data. Listening to digital channels allows teams to prioritize the channels that help them optimize their customer experience. Ad Agency teams and Brands require a solution that is robust enough to tackle data from any source, transform the sea of data into relevant insights, and analyze textual data instead of counting the frequency of keywords. Semeon Analytics can help Ad Agency teams win more pitches by helping them become industry experts by turning customer data into Actionable Insights quickly. Using customer data, teams can align their campaigns with their clients’ consumers to improve engagement and boost ROI.


Make sure your gut decisions have statistical support, leading to winning more pitches and showcasing your ROI more clearly. Contact Semeon Analytics to learn how you can proactively align your next campaign with the customers that matter most!

Fuel your Business Decisions with Dynamics 365 Data

Dynamics 355 - Leverage DataWhat is the main business tool that Sales and Marketers both use on a daily basis? CRM, the business platform that collects and houses an immense amount of your customer’s data. Third-party applications make CRM tools more powerful, and increase the amount of data being fed into the system. Add-ons such as Marketing Automation Software allow for automated email campaigns from the CRM system while collecting user data from email responses. How are you optimizing your sales and marketing efforts without first listening and understanding your customers? Effective campaigns are customer-driven, and what better to use than the data already at your team’s disposal.

Semeon Insights platform employs the power of Artificial Intelligence to sift through all of your customer data to create insights that fuel better business decisions. The Holy Grail is aligning your campaigns with the wants and needs of your customers. Market leaders can respond to customer issues quickly if they are listening to all their channels, and proactively adjust their latest communication strategies by gauging public opinion. Consumers are overexposed to content coming from brands, and this leads to less effective messaging compared to reviews coming from the industry Influencers. Leveraging your Brand influencers provides your consumers with product updates and incentive to purchase from the highest respected opinions in the industry. If you are listening to all your communication channels effectively, your teams will optimize brand influencers with the concepts and ideas that mold public opinion the most.

To get there you need to analyze and understand data coming in from multiple sources, such as Social Media data, Blogs, comment sections, and to combine this with your CRM data to create a 360-degree view of your customers. Combining data from your CRM and your social channels, the interactions between customers and between the customers and your company, allows you to stay ahead of your competition with Actionable Insights.

The type of data Semeon can analyze from CRM includes; sales notes, email responses, customer service interactions, competitor information, basically text that is either structured or unstructured. Semeon Analytics allows you and your teams to quickly understand public opinion, to drive higher engagement and close more deals. Semeon handles any type of textual data, whether it be structured (in forms) or unstructured (free-form such as blogs) and transforms this wealth of data into Actionable Insights you and your teams can use everyday. If you are ready to optimize your sales and marketing efforts contact us today for a free consultation today!

About Semeon: Based in Montreal, Canada, Semeon combines the best semantic, sentiment, intent and statistical analysis. Thanks to its 100 person-years of experience with natural language processing systems, our team of experts has developed a unique platform that affords Semeon’s customers the ability to track what is being said about their brands, products, customers, competitors and helps them do so more rapidly and efficiently than with competing products.

Social Media Analytics Trends in 2017

Social Media Analytics Trends 2017Welcome Marketing Professionals and anyone else realizing the power of analytics. There are many exciting aspects of the market to look forward to, and trends to follow that will lead your business to an effective Marketing strategy. Semeon Analytics has been in the Text Analytics space since before 2012 and have seen all the high’s and low’s, all the passing fads and the features that truly benefit their clients. To give you a sense of where this market is going, the worldwide Social Media Analytics Market is set to grow to $5.40 Billion by 2020, at a Compound Annual Growth Rate of 27.6%. (

There is no surprise that with the maturation of the market, the features are becoming infinitely more effective, while the tools in general have become more intuitive and user-friendly. Truth be told, many of the products just a few years ago were either light on the analytics, or far too complex for the non-Data Analysts. Today, tools like Machine Learning are quickly becoming an essential piece to the Analytics puzzle, allowing platforms to continuously learn while refining their results. Similarly, how Machine Learning is helping Siri answer your questions, it is also helping Analytics tools provide better answers to Marketing teams. Another emerging trend is integrating Text Analytics tools with CRM databases, this can be extremely effective if performed properly. Combining Data Silos such as CRM data and Social Media data, you are creating a 360-degree view of your customers and sales cycle which will provide your teams the insights to drive more sales online and off. In 2017 Influencer Marketing is going to continue to grow. As Brands and companies overload News Feeds and Social Feeds, consumers are becoming weary and fatigued from all this content, leading to lower engagement and decrease in brand trust. Consumers are looking elsewhere to receive their product reviews and information; Industry Influencers have popped up everywhere and have become an essential piece to online branding. More than 75% of consumers identify word-of-mouth as a KEY influencer in their purchasing decision (

With the new Influencer analytics features within the market, brands and marketing teams can keep track and leverage their key industry influencers! Creating strong relationships with these top influencers will lead to stronger social engagement, positive brand perception, and trusted advisors within the industry as your Brand ambassadors, not to mention the free advertisement whenever they post about your products. Content creators can benefit immensely from the influential topics and ideas that some high-end tools provide. Imagine being able to create blogs that resonate with your audience, every time. This is what’s possible when you are analyzing the most influential topics within your industry or surrounding your products and services, providing your team with the tools to grow engagement and sales. 2017 is the year to stay clear of advertising on Social Media channels, people will see right through your efforts and it will only hurt your engagement. Social Media channels are a place to engage your followers, keep them up to date with thought leadership, and nurture your relationship between your customers and your brand. As millennials grow their purchasing power, brands will need to communicate to them anywhere and everywhere. With chat bots and integrated chat features with Instagram and Facebook, personalized customer service will become more essential to any consumer products or services. A strong analytics strategy will provide teams with the insights needed to engage with their consumers intelligently.

Social Media Analytics is a massive ocean of products and services, getting deeper by the day, if you have any questions feel free to ask the experts at Semeon Analytics. Semeon Analytics is a leader in Text Analytics solutions and can provide organizations with Actionable Insights, straight from the consumer, leading to better business decisions. Contact us at to learn more about how we can optimize your digital marketing strategies.

About Semeon: Based in Montreal, Canada, Semeon combines the best semantic, sentiment, intent and statistical analysis. Thanks to its 100 person-years of experience with natural language processing systems, our team of experts has developed a unique platform that affords Semeon’s customers the ability to track what is being said about their brands, products, customers, competitors and helps them do so more rapidly and efficiently than with competing products. Semeon Analytics

Branding Technique 101: Leveraging your Brand Influencers

Branding Techniques 101Communicating effectively with your audience is no small feat for Brands in today’s Digital Landscape. Social Media networks have become an essential channel to get your message to the right consumers in a timely manner. There is no longer a need for statistics about making purchase decisions online, it is common knowledge heading into 2017 that without an online presence Brands will become ghosts along with the VHS and Pokémon GO.

Successful Brands engage with their consumers on review sites, Facebook and Instagram and provide reinforcement to motivate these consumers to spread their appreciation for the products or services. A key to any successful Brand is leveraging your Brand Influencers. Engaging with your top influencers leads to a stronger relationship with your audience, added value through social proof, and improved brand positioning in the market. Building trust stems from consumers speaking highly of your products and this arises from your Brand Influencers.

When creating content, Brands should focus on creating content with value, motivating your Brand Influencers to share and engage with your content which leads to an increase in your target audience. Get to know your audience, your Brand Influencers are great places to start. What are their interests, do they love the outdoors, are they “Foodies”, this information will fuel your communication strategies and strengthen your relationship with your audiences and boost your Return on Engagement.

Finding and utilizing your Brand Influencers is the tricky part. Many Analytics tools use a Klout Score, which references frequency of posts and is not the complete picture. Brands must consider the influencers’ audience, and expertise when choosing whom best to engage with. Semeon Analytics utilizes a unique Influencer Network to find the most influential people within your industry.

Brand Influencers, trusted advisors for industries online, have become more important today than ever before. With consumers resorting to Ad Blockers, Brands need to find new ways to effectively engage with their audiences that does not involve Interruption Marketing or advertisements that follow you around from site to site.

If you would like to learn about more ways to create effective and dynamics marketing strategies, contact Semeon Analytics for free Brand Consultation.

About Semeon: Based in Montreal, Canada, Semeon combines the best semantic, sentiment, intent and statistical analysis. Thanks to its 100 person-years of experience with natural language processing systems, our team of experts has developed a unique platform that affords Semeon’s customers the ability to track what is being said about their brands, products, customers, competitors and helps them do so more rapidly and efficiently than with competing products.

Apple Watch and Digital Branding- Extracting insights from the online dialogue

Apple Watch - Consumer SentimentConsumer electronics is one of the most competitive industries, with the top technology companies duking it out to be the gizmo in your pocket or briefcase. Once the Iphone 3 came out back in June 2007, Apple products were the most used products in most markets. The Apple Watch came out in April 2015, to a much different public response. The number of devices purchased pale in comparison to the previous iPhone and iPad sales, so what changed?

People were talking about the small screen, the battery life, and the customization to fit their style. Here is where the problem lies; while consumers are eagerly discussing their likes and dislikes of the device, Apple wasn’t listening, and thus was not leveraging the concepts that influenced the markets the most.

The Apple Watch Year-over-Year growth is at a staggering -55% from 2015 to 2016. The overall brand health is dropping, while Apple is still the most valuable brand in the world, companies like Google and Microsoft are growing faster than Apple. Apple has enjoyed overwhelming market share for many years, thanks to its intuitive products and effective marketing. The conversation around Apple products has changed in the last few years, while positive sentiment surrounding competitors has grown. Apple has some of the most dedicated Brand Advocates

Semeon ran two different analyses, one as the Apple Watch came out, and one exactly one year later to see how the consumer opinions have changed. By gathering discussions that happen all around the world, we were able to dissect the ocean of conversations, and extract Insights that provide a 360-degree view of the public perception surrounding the Apple Watch and the Apple brand.

On average, the Apple Watch generated twice as many negative mentions as positive ones. The positive comments were mostly focused on design, rather than functionality or the abundance of apps. The Health and Fitness category is underserved due to the inefficiency of the heart rate monitor, and the poor battery life. These issues, along with the lack of visual variety compared to traditional watches added to the overall negative perception towards the Apple Watch.

Understanding consumer purchase habits starts with extracting the most influential consumer Intentions; such as Intent to Inform, Intent to Complain, Intent to Purchase, etc. Through the Semeon analysis, the most popular actions surrounding the Apple Watch were Intent to inform, which showed up twice as much as any other consumer behavior, and Intent to Complain. The analysis of consumer behavior found online can lead to more aligned Marketing Campaigns, an educated sales force, and a prepared Customer Service team ready to deal with the issues that matter most.

To keep up with constantly changing consumer habits and expectations, Marketing and Branding teams need to stay ahead of the online conversations that drive their brand health and in the end their ROI. The only way to do this is to understand the consumer sentiment, concepts, and behavior that surrounds your brand or campaigns. Semeon Analytics provides teams with Actionable Insights that leads to better business decisions based on the consumers themselves.

If you would to learn how Semeon Analytics can leverage consumer interactions to align your marketing and communication strategies, check out our website

Intent Analytics brings real Insights to Social Media and Big Data teams

Text Analytics drives ROISocial Media and Big Data analytics areinefficient business tools until they take advantage of purchase intent, sentiment, and consumer behaviour.

Without Intent, Social Media Analytics produces flawed and shallow results. Those who can harness the power of consumer intentions, will stay ahead of the competition, create a better relationship with consumers, and sell more effectively. Consumers have more choice than ever, and perform a large portion of their research online while marketers still advertise without utilizing the power of timely and effective user data.

Marketing is more and more about targeted and timely approaches utilizing data to predict purchase cycles for consumers. With Intent Analysis, companies have the ability to send out a targeted coupon to someone who has been comparing products online, or motivate a brand advocate who plans to speak the good word about your company. In the end it better helps you leverage data online and in your business tools and provides insights that benefit multiple departments in a company.

Intent Classifiers

Intent to Inform

“Hey have you guys tried the new Pokémon GO!? it lags but I’m already addicted!”

Intent to Compare

“What has more battery life, the IPhone 6S or the Samsung Galaxy 7?”

Intent to Purchase

“Planning to pick up a new road bike, any suggestions?”

Intent Analysis provides companies andbrands with rich information on not only what people are talking about but how they interact with your products and services in the past, but more importantly in the future. It is true that people do not outright, explicitly, communicate their intentions:

This is why Intent Analytics takes a Machine Learning and Semantic approach to the massive amount of data. Intent action items are key indicators on how your customers and prospects interact with your offerings, how they discuss amongst each other, and how they will interact with your products in the future.

Intent Analysis can also be applied to inbound emails sent to customer service departments, contact center feedback, and data stored in CRM systems.

Smart Analysts will utilize these results to help create effective Marketing Campaigns, personal and targeted advertising, and predictive customer service among other benefits.

Interested in learning more you can visit our website, follow our blog or follow us on social media