Use SAP StreamWork to Track Sentiment Analysis and Performance Metrics

  • by William Newman, Managing Principal, Newport Consulting Group
  • March 24, 2011
Public sentiment analysis (PSA) is an emerging discipline created by the billions of expressions made on the Internet from social media sites such as Twitter and Facebook. Capturing both organization sentiment analysis (OSA) and public opinion can create an early warning system as to the success or failure of new products and services and the overall support of an organization to launch or maintain them.
Key Concept
SAP StreamWork is a server-based collaboration environment where documents, information, discussions, and opinions can be created, shared, routed, or polled. Building objects inside SAP StreamWork (e.g., polls, discussion forums, and queries) can make those elements of sentiment analysis available in other SAP applications, such as SAP BusinessObjects Strategy Management using an integration package jointly developed by SAP partners Column5 and Cipher BSC.

Today’s marketplace is a blend of reality — the things we perceive with our five senses — and augmented reality — the things we perceive enhanced by relevant information. Everywhere we look there are analytics and opinions expressed by people around events, objects, products, and services. Public sentiment analysis (PSA) can allow for a near error-free prediction that polls have struggled to provide. In the 2008 presidential election in the US, PSA statistics based on Twitter feeds provided an accurate prediction of the election outcome. A study in 2010 by Carnegie Mellon was able to accurately predict the consumer confidence levels in the US on 7 billion to 9 billion Twitter responses each day, aligning with other studies published weeks and months later. Marketing analysts are looking more and more to PSA methods and blends of high-performance analytics to gain faster and more accurate insight into consumer trends and public opinion.

Collaboration environments represent small microcosms of organizations within society. Using collaboration tools across a broad cross-section of teams, stakeholders, and end users creates a multilevel viewpoint on the acceptance or resistance to new ideas, projects, organization initiatives, or even the leadership skills of management. These sentiments expressed in polls, discussion forums, and comments create the opportunity to accelerate or reposition activities proactively before failure dictates that management do so reactively.

William Newman

William Newman, MBA, CMC is managing principal of Newport Consulting Group, LLC, an SAP partner focused on EPM and GRC solutions. He has over 25 years of experience in the development and management of strategy, process, and technology solutions spanning Fortune 1000, public-sector, midsized and not-for-profit organizations. He is a Certified Management Consultant (CMC) since 1995, qualified trainer by the American Society of Quality (ASQ) since 2000, and a trained Social Fingerprint consultant in social accountability since 2012. William is a recognized ASUG BusinessObjects influencer and a member of SAP’s Influencer Relations program. He holds a BS degree in aerospace engineering from the Henry Samueli School of Engineering and Applied Science at UCLA and an MBA in management and international business from the Conrad L. Hilton School of Management at Loyola Marymount University. He is a member of the adjunct faculty at both Northwood University and the University of Oregon with a focus on management studies and sustainability, respectively.

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