Artificial Intelligence (AI) has been the stuff of science fiction for a long time and has captured our minds with visions of what amazing marvels the future might hold. But killer robots, sentient computers systems, and dystopian worlds aside, AI has been a part of modern computer systems for some years.
Access to this technology has been dramatically increasing and, at the same time, becoming increasingly affordable. Cloud computing service platforms such as Microsoft Azure, Amazon AWS and IBM Cloud provide affordable access to powerful AI and machine-learning services for utilization by your web applications and thus significantly increasing your application’s potential.
The Kentico Xperience 13 Refresh 2 comes with an exciting new addition to the ever-growing list of integration features: Sentiment Analysis. Utilizing Text Analytics (Microsoft Azure’s Cognitive Services) for analysis, with Microsoft Azure Text Sentiment Analysis configured, Kentico Xperience puts your system into a higher gear. It provides three key levels of AI analysis based on the content coming into the DXP.
- In the Pages application: marketers can measure the sentiment of the content they’re producing. Microsoft Azure Text Sentiment Analysis interprets positive, neutral, and negative sentiment in real time. For example, “I like everything” will yield a high sentiment. Conversely, “I don’t like anything” will yield a negative sentiment and “this is some text” will yield a neutral sentiment. This helps your marketing teams ensure that when they’re creating content, the sentiment is in line with the context of the content strategy.
- In Marketing Automation: integrated into marketing automation as a selectable process in the decision tree, automation processes can make contextual decisions based on analyzing text and creating sub-process trees for positive, negative, or neutral sentiment interpretations. For example, as we will see in the video below, the marketing automation process will engage with an appropriate set of steps based on a customer’s feedback to ensure customer satisfaction.
- Via API: For technical types such as myself, the big winner is the integrated API. This means that Microsoft Azure Text Sentiment Analysis is not limited to content assistance and marketing automation but can be utilized by development teams to be extended into bespoke solutions to customer-specific designs.
In the below video, we will look at how you can achieve more effective content strategy with sentiment analysis within the Pages application, and we will configure a simple marketing automation process based on a simulated customer feedback action.
Sentiment Analysis in Kentico Xperience 13
How sentiment analysis contributes to a more effective content strategy.
As AI and machine learning technology are becoming both more powerful and affordable, we’re seeing a renaissance in how we interact with information systems such as DXP-driven websites. Marketing teams are increasingly allowing AI systems to accurately drive decision mechanics—that were previously synonymous with time-consuming human interpretation and processing—at a fraction of the time and cost.
Setting up AI-driven marketing automation processes mitigates marketing cost expenditures, increases accuracy, and frees up marketing teams to put their efforts into more important areas of the marketing process. Another brilliant and very welcome addition to the ever-growing feature set of Kentico Xperience, digital experience platform.
Would you like to find out how to use sentiment analysis within your DXP solution? Talk to one of Kentico Xperience experts, discuss your needs, and how sentiment analysis can help your business.
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