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April 10, 2010


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Shiv Singh


I'm glad you liked the book and you'll be happy to know that the new edition which came out end January has more recent stats.

When it comes to measurement, I don't blindly recommend automated sentiment analysis and agree with you there. It does part of the job but humans and common sense is always required. I think the tools will get better over time but they definitely are a mixed bag with sentiment analysis (I warn the reader about this). Some that depend on deeper linguistic analysis are much stronger than others.

With the question of tying the tactical measurements to marketing and business objectives it always comes down to what the objectives, what point in the marketing funnel the brand is trying move the needle and then how that business defines success. Those thoughts are peppered in other chapters (outside of the measurement one). Regardless, thank you for the feedback. It's all good fodder for the next edition and maybe I can be more explicit and detailed in that area.


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