Abstract: A method and an apparatus for generating a cumulative sentiment score includes a method comprising receiving, at an analytics server, for a first event having a first plurality of participants includes a customer, video data and audio data for the customer, extracting, for the customer, at least one of tonal information or text information from the audio data, and facial expression information from video data, determining, from the at least one of the facial expression information, the tonal information or the text information, a first sentiment score for the customer for the first event, and generating a first event graphic displaying an association between the first sentiment score and at least one deal parameter for the first event, where the at least one deal parameter is associated with a deal includes the first event.