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Text Analytics Article for American Marketing Association

September 21st, 2011 · 5 Comments

Text Analytics - Where are we headed and where are we now?

I was recently asked to write an article on Text Analytics for the American Marketing Association’s Marketing Research Magazine. It’s in the current issue and I got the OK to post it here as well for those of you who aren’t AMA members (simply click the image below to launch the PDF).

It’s great to see text analytics finally taking off. As always feel free to contact me if you have any questions about the article, OdinText or any other Next Gen Research issues.

@TomHCAnderson

[PS. Those interested in text analytics may want to check out the upcoming Text Analytics Summit West and the Sentiment Analysis Symposium]

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Tags: Anderson Analytics · Market Research · Marketing research · Odin Text · OdinText · Sentiment Analysis · Text Analytics · Text Analytics Summit · ama · american marketing association · text mining · tomhcanderson

5 responses so far ↓

  • 1 Tom H C Anderson // Sep 21, 2011 at 10:02 am

    I’m curious to hear if you agree or disagree with me?

  • 2 Meta Brown // Sep 21, 2011 at 10:31 am

    Tom,

    This is a good read.

    Your concerns about enterprise-wide text analytics initiatives are justified. Text analytics is still a developing technology, and not many enterprises have even small successes to show so far.

    If you’re going to eat an elephant, it’s best done one bite at a time. Try to swallow it whole and you’re bound to fail.

  • 3 Nasir U Khan // Sep 21, 2011 at 10:49 am

    Strongly agree.

  • 4 Ramy Ghaly // Sep 21, 2011 at 11:07 am

    Thanks Tom for sharing this post and making it accessibly to more viewers. Insightful and well focused exploiting usage of text analytics built on market/marketing research business model. Adding to what you have said; staying focused in the marketing vertical. Here are some more useful applications that text analytics vendors can explore:

    Content reuse and curation

    By analysing your own archive, and that of partner organisations and other external sources, content can be reused and curated effectively, thereby reducing the average cost per article.

    Content segmentation and personalisation:

    It’s great to have an audience that engage with the communications and content you create. But if you know what each piece of content is about, you can personalise and segment content effectively, so that each customer receives a proposition or piece of content that is relevant.

    The future:

    As marketing channels become increasingly digitised, the benefits of content analytics become more easily obtainable. And as the volumes of content that each company deals with increases, the technological imperative becomes greater.
    An understanding of content means it can be measured and the data-focused marketers would agree that measurement is the start of creating sustainable improvement.

  • 5 Tom H C Anderson // Sep 28, 2011 at 10:29 am

    Those interested in attending the Text Analytics Summit West check out today’s post:

    http://www.tomhcanderson.com/2011/09/28/text-analytics-news-interview-and-contest/

    We’re giving away a free pass to one lucky winner ;)

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