Autonomy recently released their Autonomy Interwoven Social Media Analytics product which analyzes social media content to provide a contextual “early warning system” of consumer sentiment. This sentiment detection can become actionable. As Autonomy says:

“Social Media Analysis can have powerful implications for marketers. For instance, a clothing retailer could identify a spike in positive chat about a celebrity that is wearing one of their apparel items, and could immediately feature that piece of clothing on their homepage and launch campaigns to a targeted audience interested in that celebrity and lifestyle. This allows the retailer to immediately maximize the new revenue opportunity, and deliver more engaging, relevant content to its customer base.”

This is interesting. It could also be a useful method of obtaining realtime feedback on marketing campaigns, allowing you to determine which aspects are most likely to go viral or which interventions (updating the homepage, creating new offers) have the greatest impact.

It’s not exactly personalized, but it does have the potential to make an organization more adaptive to perceived changes in the market. I wonder if they’re listening to this post right now?

Disclaimer: This is not an endorsement of Autonomy or their products. I am not associated with Autonomy in any way. I have not tested this product or validated its claims.