Conversation Analytics

The Conversation Analytics feature in Resonate uses AI to help you analyze audience engagement from organic campaign posts. By automating comment ingestion and applying sentiment, intent, and theme analysis, Resonate surfaces actionable insights to guide future campaign strategy.

Getting started

1. Log into Resonate—our technology platform

You will have received an email invite to set up an account in Resonate. Use your Resonate email & password to log in. 

2. Navigate to Analytics  

Click Analytics in the top navigation then select the corresponding campaign.

3. Select accounts and campaigns

Use the first dropdown to select from your accounts and sub-accounts to narrow your results, or type the campaign name directly into the search field. You can also scroll through the list to find the campaign you're looking for.

Once a campaign has launched and posts go live, you can start tracking performance through Resonate.

Overview

As posts go live, their comments are automatically pulled into Analytics, where they’re categorized by sentiment and audience intent, as well as surfaced in a table.

To access:

1. Go to Analytics in the top navigation.
2. Select your campaign.
3. Click the Conversation Analytics tab.

Summary 

Once the organic campaign has ended and is in the longtail phase, Resonate generates a brief AI summary of comment insights. This high-level overview helps you quickly understand audience reactions and major takeaways.

Recurring Themes

The AI model surfaces recurring topics in comments to highlight key trends, successes, and opportunities. These themes help inform future marketing strategies based on real consumer feedback.

Sentiment

The sentiment graph breaks down the sentiment percentage at a glance across the campaign into Positive, Neutral, and Negative. Sentiment is evaluated in relation to the product, brand, creator, or campaign message, ensuring insights are both actionable and relevant. 

1. Positive: Comments that express enthusiasm, satisfaction, excitement, agreement, or strong affinity for the product, brand, creator, or campaign message.
2. Neutral: Comments that do not express a clear positive or negative sentiment. These may be general engagement, unrelated remarks, or ambiguous reactions.
3. Negative: Comments that express dissatisfaction, criticism, disappointment, or strong disagreement with the product, brand, creator, or campaign. These indicate brand perception risks and areas for potential improvement.

Audience Intent

The Audience Intent graph allows you to quickly gauge where commenters are in the marketing funnel (awareness, consideration, purchase intent, loyalty) to evaluate overall campaign performance.

1. Awareness: ​​Comment indicates awareness of the product or brand.
2. Consideration: Comment indicates a level of interest in a product or brand.
3. Purchase Intent: Comment indicates a desire to purchase/convert on product or brand.
4. Loyalty: Comment indicates a favorable history with the product or brand.
5. Other: Comment is irrelevant to product or brand.

Comment Data

View all comments in the table for deeper analysis and attribution. Comments can be sorted/filtered via column headers (i.e. sort comments high to low based on the number of likes).

Export Comments

Click Export Comments in the top-right corner to download a .csv of all pulled comments.

CSV Example

Success, you’re finished!

This feature simplifies the process of analyzing audience interactions with live organic posts, providing valuable data to inform campaign performance and future strategy, making it a powerful tool for campaign management.

FAQs

Q: Are spam comments in the system?

A: Our AI model classifies spam comments and removes them from the UI, however they are accessible in the comment export.