Xerox is developing a data analytics platform that could teach computers to pinpoint the emotion behind social media comments and posts.
Researchers hope to come up with an intuitive system that would be able to automatically identify and route insights to recipients who need it to make a sale, improve customer care or provide other relevant services, Xerox said Wednesday.
“When humans have to step in and evaluate the context of a tweet or route a post, it slows things down and reduces the overall value of social media data,” said Tong Sun, principal scientist and manager of the Xerox Scalable Data Analytics Research Lab in Webster, N.Y.
“We’re piloting a platform that lets computers do the heavy lifting,” she added.
The platform will rely on text mining, machine learning and predictive modeling technologies, in contrast to current media monitoring tools that mostly rely on keywords to determine the context of a post.
According to Tong, customer satisfaction has been found directly related to how long a client got a response to a query, comment or concern.
“Studies have shown responding quickly to an issue raised on social media channels leads to happier customers, and we know that targeting the right customers and communities makes for a more profitable marketing campaign,” Tong said.
The company now offers the service through its Xerox Customer Care portfolio.