Soren in Campaign and Elections on sentiment analysis

I was asked about the future of sentiment analysis in campaigns. My answer:

Still, there are plenty of caveats. Sentiment analysis can still be costly for down-ballot campaigns. And Soren Dayton, SVP at Prism Public Affairs, says only presidential races would have the signal-to-noise ratio for sentiment analysis to truly be meaningful.

“I think the key thing here is that polling or sentiment analysis is valuable for checking models when you have good enough models,” he says. “All of this can be integrated as people try to build profiles.”