Watson analytics makes sense of unstructured data. From online conversations, blogs, video comments, reactions to images and it gives a public sentiment. The sentiment is either a negative, positive, ambivalent or neutral and in percentage.
Additionally, marketers do not have to use the ‘spray and pray’ strategy because you can segment the unstructured and structured data. For example, by demographic (young, older, male, female ), or geographic.
When Judge Hellen Wasilwa sent to jail the officials of KPMDU over the doctors strike… there was several negative sentiment towards her and the judgement.