Gain Insights Into Your Reviews With IBM Watson

We’ve just launched the Insights Report Beta edition in the Reputation Builder! This report is powered by IBM Watson and uses artificial intelligence (AI) to analyze reviews automatically, discover keywords in the content and display insights into your customers experiences.

Natural language processing, sentiment analysis, and machine learning make it possible to discover the impact, sentiment, and trends of all of your review content and bring previously unknown information to light. With IBM Watson powering your Insights Report, you’ll gain a deeper understanding of what’s delivering a 5-star experience and what’s not, empowering your business to take action.

  • Analyze Review Content Using IBM Watson
  • See What Impacts Your Customer’s Experience
  • Understand Customer Sentiment to Prioritize Action
  • Track Keyword Mentions in Review Content Using Trends
  • Get Started with the Insights Report

Understanding How IBM Watson Helps

IBM Watson uses artificial intelligence (AI) disciplines to generate the content of the Insights Report including; Natural Language Processing, Sentiment Analysis, and Machine Learning. As a result, review content can be understood at scale, and with velocity, to allow you to respond quickly to shifts and signals from your customers.

Natural Language Processing (NLP) is the use of technology (AI, computational linguistics and computer science) to allow a machine to understand a human’s natural language.

NLP breaks down language into shorter, elemental pieces with the ultimate objective to read, decipher, understand, and make sense of language in a manner that is valuable.

Sentiment Analysis is a field within NLP that works to identify and extract opinions from text. The unstructured content of your reviews is automatically transformed into structured data, so that the expressed opinions about an identified keyword or phrase can be surfaced as a Sentiment Rating.

Sentiment ratings assigned to keywords discovered in your review content help you understand the nuances of your customer’s experience over time and identify what’s behind shifts that happen.

Machine Learning builds algorithms that allow computers to learn to perform tasks from data instead of being explicitly programmed. It then “tests” and “corrects” the computer to further the accuracy of the computer’s “understanding”.

What Impacts Your Customer’s Experience?

The Impact chart is a visual report that helps you discover what keyword have an impact on your reputation; it breaks down both the positive terms that drive up your average rating, and uncovers the negative terms that are dragging your rating down.

When review content is analyzed and processed using NLP it uncovers keywords from your review content. The Insights Report then plots the keywords on a chart, and is broken down to 5 data points:

  • Average review rating for a keyword
  • Total number of reviews the keyword appears in
  • Total mentions
  • Sentiment
  • How a keyword relates to the overall brand average rating

The size of the circle represents the total number of mentions for a discovered keyword. Hover over each circle to view the total mentions and average review rating for that keyword.

Customer Sentiment Helps You Take Action

Sentiment helps you understand your customers feelings about a discovered keyword, and can enable you to extract new insights about your product, service, or brand to better understand customer experience.

Keywords are broken down by positive and negative sentiment based on the rating generated and listed in the Sentiment chart. The ratings are determined by a range:

  • 2.6-5.0 = Positive Sentiment
  • 0-2.5 = Negative Sentiment

The goal of assigning sentiment to keywords is to help provide an understanding of customers attitudes about a specific keyword regardless of what the review rating is. Here is an example:

Even though the customer gives a 1 star rating, their experience with “cold press coffee” is positive, and thus this results in a positive sentiment, even if the review is considered negative overall based on the very low score. The “long line” is discovered by IBM Watson and results as a negative sentiment.

Understanding the sentiment of discovered keywords from review content outside of the overall rating provides a deeper understanding of your customer’s experience. Use this understanding to prioritize action more precisely.

Track Keyword Mentions in Review Content using Trends

The Trends display identifies the percent change in the number of times a discovered keyword is mentioned between two periods. Change the time periods to understand trends, compare date ranges to uncover keywords with the most mentions, track increases or decreases in keyword mentions, and identify the top location for a discovered keyword.

Get Started With the Insights Report

The Insights Report is available to all Pro plans and up, simply login to your account and go to Reports > Insights Report. It can take up to 24-72 hours for the report to populate data for your location(s). Unlock the Insights Report for your account, by upgrading your subscription plan to a Pro Plan, and start using it immediately.

Manage All Your Reviews From Customer Activity Now

We’ve enhanced the Customer Activity screen to include 3rd party reviews, making managing your reviews even easier. From a single screen see all your ratings, reviews, reply, and take action on feedback.

  • Manage All Reviews in a Single View
  • Auto-Tagging & Tag Widget for 3rd-Party Reviews
  • Respond to Google Reviews

The Customer Activity area acts as a valuable customer experience hub for your business, unifying all review monitoring, acquisition, customer feedback, surveys, and NPS into a single view.

Auto-Tagging Now Available for 3rd-party Reviews

With this update you can auto-tag your 3rd-party reviews by clicking on the Manage Auto-Tagging link from the table header and apply “tags” to your review content. Once an auto-tag is added, you can utilize it to filter data in Customer Activity to understand trends, and recurring themes from your customers.


Once you create your auto-tags, put them into action by making a custom Tag Widget and display all of your testimonials and 3rd-party reviews on your website landing pages for products, services, or by topic, and so on. The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.

Respond To Reviews Quickly

If you haven’t already setup authorization for Google My Business, sync your account to Reputation Builder now and respond directly to all your Google reviews from the Customer Activity Screen.

Keep track of all the reviews you’ve Replied to or Not Replied to by using the filter to drill down across your testimonials and Google reviews.

Centralize Your Reviews & Get The Insights You Need to Build a Better Business

Customer Activity centralizes all your customer reviews into one view creating a customer experience hub that unifies all channels and data, and allows your business to increase efficiency at engaging and listening to customers.

AUTHOR

Jessie Low

Jessie wears many hats here at Whitespark. From curating the monthly newsletter to managing marketing initiatives, and everything in between. She is the go-to helper for all things Whitespark.

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