[Sentiment Analysis]

Listen to what the market says about you, not just what it does.

We plan and manage Sentiment Analysis projects to transform reviews, social mentions, online conversations, and direct feedback into structured data on how the market truly perceives your brand. We work on high-visibility B2C, e-commerce with significant review volumes, B2B with a curated online presence, and brands under reputational pressure — with methodologies built on NLP, dedicated AI models, and advanced semantic analysis. One goal only: to transform market listening from a manual and occasional activity into a structured intelligence system that intercepts crises, opportunities, and perceptions before they become measurable impacts on the business.

Main Objectives

01
REPUTATIONAL MONITORING OBJECTIVES
- Build a continuous system for monitoring brand mentions on social media, reviews, forums, and online media
- Measure the average brand sentiment over time with segmentation by channel, type of mention, and geography
- Intercept peaks of negative sentiment before they become reputational crises with dedicated real-time alerts
- Track share of voice compared to direct competitors to understand perceived market positioning
02
Voice of Customer Objectives
- Extract structured insights from reviews, open NPS, customer service tickets, and direct customer feedback
- Identify recurring themes (positive and negative) that emerge in real conversations with customers
- Map the most cited aspects of the product or service with segmentation by customer, channel, and period
- Build executive Voice of Customer dashboards for management, product, and customer experience
03
E-COMMERCE REVIEW ANALYSIS OBJECTIVES
- Aggregate and analyze reviews on Amazon, Trustpilot, Google, Trovaprezzi, and relevant vertical marketplaces
- Identify strengths and weaknesses by product category and for individual strategic SKUs in the catalog
- Compare review sentiment vs competitors to identify competitive gaps and positioning opportunities
- Build operational recommendations for product, customer service, and marketing communication based on real evidence
04
SOCIAL LISTENING AND CRISIS DETECTION OBJECTIVES
- Monitor social conversations, blogs, and forums about brands, products, executives, and related industry topics
- Identify organic influencers, brand advocates, and recurring detractors with structured classification
- Detect weak signals of reputational crisis with automatic alerts and risk severity classification
- Develop differentiated response plans based on sentiment type, channel, and visibility of the individual episode
05
COMPETITIVE ANALYSIS OBJECTIVES
- Analyze sentiment of direct competitors with systematic comparison by brand, product, and mention category
- Identify aspects where competitors are perceived better and where your brand has a real competitive advantage
- Map competitors’ reputational crises as opportunities for positioning and differentiated communication
- Build a continuous competitive benchmark as a strategic baseline for product, price, and communication choices
06
INTEGRATION OBJECTIVES WITH STRATEGY
- Connect sentiment insights to marketing, SEO, content, and advertising activities for message-perception consistency
- Provide the product team with structured feedback for roadmap, new feature development, and improvement of existing ones
- Support customer service with a knowledge base fueled by recurring issues identified via sentiment
- Measure the impact of brand activities on sentiment measured with pre-activity baseline and longitudinal comparisons

How do we work?
19ADV’s operational framework
in Performance Marketing

Briefing and definition of requirements

We analyze the business model, target audience, and reference markets — B2C, B2B, and D2C — and define concrete objectives and measurable KPIs: listens, visits, leads, awareness, and cost per acquisition.

Free diagnostic audit

If you are already investing in Spotify Ads, we analyze your account to identify issues and opportunities in campaign structure, segmentation, audiences, and audio and video creatives.

Strategy definition

We build the campaign strategy starting from the objectives not from the available formats and we define the targeting budget, mix of formats and integration with the other active channels

Production and setup

Gestiamo o coordiniamo la produzione degli asset creativi script audio voiceover e video e configuriamo le campagne su Spotify Ad Studio con tracciamento preciso degli obiettivi

Ottimizzazione continua

We monitor performance and constantly optimize exposure frequency, targeting and creativity. No campaign is left running unsupervised.

Reporting and analysis

Periodic reports with the metrics that really matter: real coverage, ad completion frequency, traffic generated and cost per result, no vanity metrics, just useful data

Campaign Sentiment Analysis

Methodological approach

Definition of analysis perimeter with identification of relevant channels, brand keywords, and competitors to monitor
Implementation of listening tools (Brandwatch, Talkwalker, Sprinklr, Mention) with query and filter configuration
NLP analysis on collected mentions with automatic classification for sentiment, theme, intensity, and author type
Manual validation on a significant sample to ensure classification quality and refine automatic models

Sentiment Analysis Services Available

Complete setup of social listening and brand monitoring with dedicated tools and advanced query configuration
Analysis of e-commerce reviews on Amazon, Trustpilot, Google, and vertical marketplaces with periodic reports
Voice of Customer analysis on open NPS, customer service tickets, and structured feedback with operational insights
24/7 crisis monitoring with real-time alerts, severity classification, and predefined response plans

Integrated technology stack

Social listening tools: Brandwatch, Talkwalker, Sprinklr, Mention, Hootsuite Insights, Meltwater
Custom NLP models and LLM (GPT-4, Claude, Gemini) for advanced semantic classification and topic extraction
Dedicated tools for e-commerce review analysis: Birdeye, Trustpilot Business, ReviewTrackers, Bazaarvoice
Looker Studio, Power BI, and Tableau dashboards for sentiment visualization, trends, and drill-down by topic

Frequently Asked Questions about Sentiment Analysis

A qualsiasi brand con presenza online attiva e visibilità misurabile. Small brands can perform light monitoring with entry-level tools (Mention, structured Google Alerts) and monthly analysis. Medium-large brands with high volumes of mentions, reviews, and conversations require structured setups with dedicated tools and continuous analysis. For brands under reputational pressure (food, healthcare, retail with complex customer service), sentiment analysis becomes a prerequisite for crisis management, not an option.

Migliorati molto con l’avvento degli LLM, ma con limiti. I tool basati su modelli precedenti commettevano errori sistematici su sarcasmo, ironia, negazioni complesse e contesti culturali specifici. Gli LLM moderni (GPT-4, Claude, Gemini) hanno accuratezza nettamente superiore ma costano di più e richiedono integrazione tecnica. Il setup ottimale combina classificazione automatica su volumi alti con validazione manuale su campioni significativi per calibrare e affinare nel tempo.

Entrambi, con priorità diverse. Il monitoraggio del tuo brand è prerequisito per intercettare crisi e capire percezione. Il monitoraggio competitor è leva strategica: identifica dove i competitor falliscono per posizionarti meglio, dove vincono per capire il gap da colmare, e quali temi emergono come trend di settore prima che diventino mainstream. Senza competitive intelligence, la sentiment analysis del proprio brand resta utile ma autoreferenziale.

Setup base with consumer tool (Mention, Talkwalker Free) is operational in 1-2 weeks. Enterprise setup with Brandwatch or Sprinklr, configuration of complex queries, custom dashboards, and alert processes requires 4-8 weeks. The value is not in the tool but in the quality of the query configuration (keywords, exclusions, language filters) and in the continuous analysis process: a powerful tool with poorly constructed queries produces unnecessary noise.

Con direct and indirect metrics. Direct: number of crises intercepted before escalation, reduction in response time to negative reviews, improvement in NPS or average sentiment measured over time. Indirect: improvement in conversion rate post-intervention on critical issues identified, reduction in churn related to identified problems, optimization of marketing communication based on real insights. ROI is rarely on a single episode: it is measured in the medium term as a reduction in reputational risk and measurable improvement in customer experience.

For light monitoring yes — structured Google Alerts, periodic searches on social media, manual scraping of reviews — but with strict limits. Free tools cover few channels, collect unstructured data, do not produce reliable longitudinal trends, and require constant manual work. For brands with real mention volumes, DIY quickly becomes inefficient. The tipping point to paid tools is typically when the volume of mentions exceeds the number manageable with weekly manual analysis.

[Sentiment Analysis]

Listen to what the market says about you, not just what it does.

REPUTATIONAL MONITORING OBJECTIVES

Voice of Customer Objectives

E-COMMERCE REVIEW ANALYSIS OBJECTIVES

SOCIAL LISTENING AND CRISIS DETECTION OBJECTIVES

COMPETITIVE ANALYSIS OBJECTIVES

INTEGRATION OBJECTIVES WITH STRATEGY

Campaign Sentiment Analysis

Methodological approach

Sentiment Analysis Services Available

Integrated technology stack

Frequently Asked Questions about Sentiment Analysis

What brand size really needs Sentiment Analysis?

Are automatic sentiment analysis tools reliable?

Should I monitor competitors as well or just my brand?

How long does it take to build a functioning Sentiment Analysis system?

How is the ROI of a Sentiment Analysis project measured?

Can I perform Sentiment Analysis with free tools?