During the last couple of years, there has been some brief bursts of
there, impacting search as well as content analysis. In
a recent tribune for Sparksheet.com, Karyn Campbell (The
IdeaList) took an interesting stand, saying
whatever 3.0 looks like,
better filters will play a big part. professional, human filters will play an
integral role in the next web after all. I bet she has hollow nose
Well, indeed, this makes sense and resonates with some other clues around there.
Remember : two years ago, Yahoo! patented human intervention through a "human editor ranking system" in its engine. At that time, their point was that such a process obtained more refined results. The idea that, for qualitative results with high expectations concerning accuracy and preciseness, it is needed to have human experts in the game, well, this idea made its way. Better filters.
About one year later, one of the Pew Internet studies emphasized that :
Information overload is here, which means anyone with an interest in making sure their news reaches people has to pay close attention to how news now flows and to the production and usage of better filters.
Better filters, again ! In a march 2010 Researcher's tribune by Martin Hayward, some ideas bring water to our mill :
What could this mean for content analysis now, which has a foot in search issues and the other in qualitative content analysis and curation issues ? More specifically, what would this mean for the business applications of content analysis, such as trend monitoring solutions, sentiment analysis and other types of applications dealing with one of the biggest amount of information available - say User Generated Content from the social media areas of the web ?
the real stars will be those who can make sense of, and draw insight from, vast amounts of data quickly and reliably. we have to move from being an industry where value was derived from providing scarce information, to one where value is derived from connecting and interpreting the vast amounts of infomation available, to help clients make better business decisions faster
- "Unreliable data" : where do the most part of your brand's mentions come from ? is there any feature allowing you to make a distinction between spam messages, deceptive reviews and the spontaneous conversational material you'd like to meaningfully draw insights from ? Rhetoric question, of course there's not such a feature.
- "Sentiment analysis is flawed" : even if there is progress on the subject, the idea that fully-automated systems are costly to set up, train and adapt from a domain to another has also made its way, which benefits to a different approach : defining a methodology where the software and the analyst collaborate to get over the noise and deliver accurate analysis.
- "Time consuming" : Asi Sharabi put it well, saying it may take "hours and days" to accurately configure a dashboard. Is this time-consuming step a proper and adequate one to put on any end-user working in a social media, communication or marketing department ? As suggested by the author, at some point, it would be more profitable for the client to pay an analyst to do the job.