The world of analytics continues to evolve from basic traffic stats to more behavioral indicators. Well, enter the newest of analytics...Sentiment Analysis. With all of the user-participation online with ratings, comments, and so on, there is a wealth of "feelings" about brands and products online. Some companies have begun to analyze this data to get a sense of how people feel about a movie, a product, or a company. While there is still some limitations about how the technology translates positive and negative attributes, it will be interesting to watch how this evolves.