During this session the speakers will look at how they investigated measuring the sheer huge number of words said and written by a company’s communications department, its competitors and consumers. Based on the data of one of the leading e-commerce company in Russia PR News decided to combine semantic analysis and automatic processing. This approach enables to resolve the main tasks of outcomes evaluation fast and effective. The customer got the semantic map and the precise conception of the effects of its communication on its target audience. Based on this research the company made the concrete steps in changing its communication strategy and business goals even.