Getting Smart with Text Analytics & Social Data
Ever wonder how brands create campaigns that are spot on? During the Superbowl- Why was Budweiser’s #BestBuds so popular? How did Always nail their #LikeAGirl campaign? The market research industry can claim part responsibility for that. More specifically, there are text analytic software companies that contribute to the success of brand marketing ingenuity.
After picking the brain of Infegy Marketing Director, Rion Martin, I learned that there are multiple branches of data that text analytic companies delve into. By collecting data from various outlets and analyzing them, text analytics companies equip market researchers with information that can better suit future marketing endeavors.
Naturally, given that social data is the world’s largest focus group, our conversation revolved around today’s trending topics. For clients looking to utilize text analytics, it is important for the right data to be collected. It is not as simple as “find all the people who mention my brand.” It’s important to keep a pulse on the industry, competitive products, and existing hashtags. While creating a strategic social media monitoring query can be complex, it’s important to always remember that people freely and publicly post information. And the most exciting of it all -perceptions are changing almost instantly which is what makes text analytics such a powerful tool.
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