Unlocking Brand & Consumer Insights:

A Practical Guide to Sentiment Analysis for Marketing Communications

September 10 - 11, 2025 | 09.00 – 12.00

with Dora Eflin (click to view trainer’s profile) & Cornellius Y. Wijaya

 

Course Overview

Welcome to "Unlocking Brand & Consumer Insights: A Practical Guide to Sentiment Analysis for Marketing Communications." In today's hyper-connected world, understanding what your audience truly thinks and feels about your brand, products, and campaigns is no longer a luxury, it's a necessity. This course will take you on a journey through the powerful realm of sentiment analysis, revealing how this cutting-edge technique can transform raw data into actionable insights, giving you a significant edge in the competitive landscape of marketing and advertising. 

As someone who has spent over 15 years navigating the complexities of brand strategy and advertising, Dora has seen firsthand how crucial it is to move beyond assumptions and truly listen to the voice of the consumer. Sentiment analysis provides that direct line, offering real-time, scalable understanding of public opinion.

 

Who Can Benefit

People who are involved in Strategic Planning, Account Management, and Brand & Marketing Management.

Learning Objectives

By the end of this course, you will be able to:

  • Grasp sentiment analysis fundamentals and relevance to marketing.

  • Apply it to brand health, consumer intelligence, and campaign tracking.

  • Use popular tools and methods to conduct analysis.

  • Understand ethical implications and limitations.

  • Integrate sentiment with other data sources for deeper insights.

Details of Module

Module 1: What Is Sentiment Analysis?

Sentiment analysis (or emotion AI) uses NLP and machine learning to extract opinions from text: positive, negative, or neutral, replacing guesswork with measurable emotion data.

Why It Matters:

  • Real-time reactions give brands a chance to respond quickly.

  • It scales far beyond manual reviews or surveys.

  • It captures organic, unfiltered feedback across platforms.

Types:

  • Polarity Detection: Classify sentiment simply.

  • Emotion Detection: Identify feelings like joy or anger.

  • Aspect-Based: Pinpoint sentiment by product feature.

  • Intent Detection: Spot signals like “want to buy” or “need help.”

Module 2: Brand Insights Through Sentiment

  • Reputation Management: Track sentiment shifts to spot risks or celebrate wins. Use alerts for spikes in negativity that may signal a crisis.

  • Competitive Benchmarking: Compare sentiment across brands to find whitespace or leverage your strengths against competitors' weaknesses.

  • Product Feedback: Discover which features users love or hate. Uncover unmet needs to guide innovation.

  • Content Strategy: See which topics or tones get the best emotional response and refine content per platform.

Module 3: Understanding Your Audience

  • Customer Service: Spot recurring issues through transcripts and adjust real-time interactions based on live sentiment scores.

  • Audience Profiling: Combine sentiment with demographic data to understand deeper preferences or emotional triggers.

  • Campaign Optimization: Use real-time sentiment to gauge creative performance and run A/B tests based on emotional reactions.

  • Market Research: Use organic conversation data to detect early trends or validate survey results.

Module 4: Tools & Techniques

  • Where the Data Comes From: Social media, reviews, forums, transcripts, and open-text surveys.

How It Works:

  • Rule-Based & Lexicons: Easy to use but limited in nuance.

  • Machine Learning: Accurate and adaptable, but requires labeled data.

Tool Examples:

  • User-Friendly: Brandwatch, Talkwalker, Sprout Social.

  • APIs: Google NLP, AWS Comprehend.

  • Open Source: NLTK, TextBlob, BERT via Hugging Face.

Exercises: Practice classifying sample data, comparing brands, or analyzing recent campaign reactions.

Module 5: Pitfalls & Ethics

Challenges:

  • Sarcasm and irony are hard to detect.

  • Language and context can distort results.

  • Data can be noisy, biased, or domain-specific.

Ethical Considerations:

  • Respect privacy and transparency.

  • Don’t misuse sentiment insights to manipulate or discriminate.

  • Ensure data security and compliance with privacy laws.


Module 6: ROI & Advanced Use

Measuring ROI:

  • Track brand sentiment improvements, campaign resonance, or customer satisfaction gains.

  • Quantify cost avoidance (e.g., by catching PR crises early).

  • Use findings to speed product iteration or guide messaging that resonates.

Module 7: The Future of Sentiment Analysis

Expect developments in:

  • Multimodal Sentiment: Detect emotion from voice or video.

  • Explainable AI: Understand why a tool labeled something “positive.”

  • Predictive Sentiment: Anticipate shifts before they happen.

This course equips you to turn raw opinion into brand power. The ability to truly listen to your audience, at scale, is a superpower in today's dynamic market.

Investment

Individual : IDR 600K

Group : IDR 540K (2 pax or more from same company) 

The investment includes – 

  • Soft-copy of course module (pdf)

  • e-Certificate

  • Free access to AI Arif Analytics (goarif.co)

Venue:

AT YOUR PLACE

We will use www.zoom.us to broadcast the event. Please download the software prior to the event


Note:

-  The minimum no. of participant to run the program is 5 pax.

-  Registration will be closed on September 8. Click here to register