Vision Critical Sparq Adds Text and Sentiment Analysis

Customer relationship intelligence software provider Vision Critical has added a Text Analytics & Sentiment Analysis feature to its Sparq insight platform; and launched an Application & Integration Center which provides Sparq users with access to data from third party providers.

Sparq allows clients to conduct all their online research through one platform; from visual surveys to custom panels and private communities. Features include Relationship Memory, which connects existing customer data with intelligence collected from insight communities; and a storytelling module, enabling users to organize and share customer insights, accumulated over time, across their organization.

The new Text Analytics & Sentiment Analysis feature automatically analyzes open-ended feedback, such as survey comments, using machine learning. It can be used to auto tag, highlight, and search responses to identify common themes, while detecting positive, negative and neutral sentiment. The feature generates reports on tags and sentiment using various visualization tools including graphs and word clouds.

The new Application & Integration Center ties Sparq in with Salesforce, allowing users to expand member profiles with existing data, and push Sparq data to their Salesforce platform. In addition, member Hub interactions can now be tracked from third party tools including Google Analytics, Hubspot, Facebook, Twitter and Marketo.

Erin Avery (pictured), VP of Product Marketing, comments: 'Today's product announcements reinforce our focus on understanding the customer and their voice in the context of business goals and priorities. The latest release of the Sparq platform expedites customer profiling, engagement, and feedback analysis to help Vision Critical customers unlock market insight'.

Web site: www.visioncritical.com .