What All That Chatter Is Really Saying
Text analytics - the ability to mine and interpret written words - can be used to help draw meaningful insights from customer feedback, as discussed in a recent Advertising Age article. It's becoming very useful for marketers who have to deal with huge amounts of customer data (from surveys, e-mails, forums, blogs, etc.) and, on the cost side, it is much less expensive than commissioned research.
The basic benefit of text analytics over manual work is that it can pluck "qualitative "aha's" from hundreds of piles of unstructured text." For instance "if one person in 100 mentioned something, it would be missed. But if in 100,000 responses, 1% of people say the same thing, it could be noticed as important, like a new trend that's developing or something wrong with a product that's just starting to surface."
The case study used in the article focuses on how Starwood Hotels used text analytics. For example, they discovered that its guests discussed beds and showers more favorably than other hotels, while competitor Hilton's guests more often discussed food and health clubs positively. That "validated the tens of millions spent on new beds in Starwood hotels, while also giving them new areas to work on."
Bottom-line: there's finally something operative that marketers can do with all the information available online. Text analytics also has the potential to make the blogosphere and social networks into stronger marketing vehicles.
Posted by Universal Ad
The basic benefit of text analytics over manual work is that it can pluck "qualitative "aha's" from hundreds of piles of unstructured text." For instance "if one person in 100 mentioned something, it would be missed. But if in 100,000 responses, 1% of people say the same thing, it could be noticed as important, like a new trend that's developing or something wrong with a product that's just starting to surface."
The case study used in the article focuses on how Starwood Hotels used text analytics. For example, they discovered that its guests discussed beds and showers more favorably than other hotels, while competitor Hilton's guests more often discussed food and health clubs positively. That "validated the tens of millions spent on new beds in Starwood hotels, while also giving them new areas to work on."
Bottom-line: there's finally something operative that marketers can do with all the information available online. Text analytics also has the potential to make the blogosphere and social networks into stronger marketing vehicles.
Posted by Universal Ad
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