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BtoB

Is it time to reconsider sentiment scoring?

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Paul Dunay, in his Buzz Marketing for Technology blog, is worried about the ability of social media tools to accurately analyze customer sentiment. He cites an analysis revealing that about 80% of all social posts are neither positive nor negative. Partly because of this, sentiment analysis tools are only about 30% accurate at deciding if the other posts are positive or negative—much worse than what humans acting alone can do with no recourse to technology. Provocatively, Dunay says that deploying sentiment analysis tools actually may be worse than doing nothing because that gives marketers incorrect information.
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