http://adage.com/digital/article?article_id=138110
(...)
"Megan Bannon, cultural anthropologist at Rapp, said text mining can't replace traditional data, but the combination of the quantitative and qualitative data they both offer creates a more holistic view of the consumer. In most cases there is no name connected to the data compiled from text mining or text analytics but that may soon change. "It's moving to the point where maybe we start collecting Twitter handles or user names on these sites and matching the exact CRM data to what this person is saying online," Ms. Bannon said. (((Gosh, that oughta be handy, especially if you're, like, a heavily armed Basiji secret-policeman sniffing out malcontents.)))
'Delving into the conversation'
"Text mining has shown her that people will discuss anything online. Before recently using the tool for a company pushing a "very intimate sexual product" Ms. Bannon said she wasn't sure she would find talk about it because of its personal nature. "You wouldn't believe the details and conversations," she said. "People were giving intimate details not realizing marketers are looking at it. They don't know that marketers are pulling back these key words and delving into the conversation." (((Oh come on – "marketers" plus "sexual products" equals "pornography," the closest thing the Internet ever had to a working commercial industry. Rebrand this text-miner as "AdMan Chat Voyeur" and you'll make a lot more money than you ever will peddling ads to condom manufacturers.)))
"WPP's Wunderman has its own text-mining tool called the Listening Platform, (((I want the T-shirt))) which it has used for a number of clients including Microsoft. (((Of course.)))
"Slavi Samardzija, senior VP-insights and optimization at Wunderman, (((that's one of the most aw3some combinations of name-and-title I've ever seen))) said the agency has used it for research, identifying influencers, acquisition, micromessaging, microtargeting for CRM, structuring ad programs and product innovations as well as locating barriers to purchase. (((There's gotta be some kind of Internet text-mining gizmo that *creates* barriers to purchase. What if there were open-source purchase-barrier makers?)))
"Wunderman clients using the Listening Platform get weekly reports highlighting key changes in language that are customized for the business groups most affected. (((Time to scare up some microsyntax and actually *engineer* the changes in language so that doubleplus ungood barrier-to-purchase becomes semantically impossible.)))
"We might find there's a quality-control issue, so the report will be distributed to the product development team or the quality team," he said.
(((Quality-control-issue Twitter culture war erupts in the courts:)))
http://mashable.com/2009/07/28/horizon-realty/
((("Sir, Listening Post just reports a major eruption of the text-mined term "apartment mold." "But our apartments have no mold. Sue 'em!" "I think you might want to look down the echoing depths of the text-mine here, sir": MOLD MOLD MOLD MOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLDMOLD MOLD MOLD...")))
"Wunderman recently used it for a consumer electronics company that had issues launching a new product. Through mining online conversations the agency found "a key insight" and identified the barrier to adoption. "Consumers did not understand the benefits of the product and that inhibited purchase," Mr. Samardzija said. "We created messaging and execution designed to address this key dynamic."
"Sid Banerjee, CEO of the 5-year-old Clarabridge, a customer experience management firm, said text analytics is starting to replace the focus group because it's cheaper and faster...." (...) ((("Fast, cheap, and out-of-focus.")))
via @NB_Chris
