Saturday, 21 June 2008

The Dimensions of Listening

Text Analytics gives marketers the opportunity to effectively mine the unstructured customer data that they hold. Whilst insight can and must be gleaned from the structured (quantitative, often transactional) data; tools now increasingly exist to work with the other (much richer) 80% of that data.

At last week's Text Analytics Summit in Boston, Charles Schwab, the San Francisco-based financial services firm, presented its Voice of the Customer program which uses text analytics to understand survey responses and is planning to extend the application to analyze text from notes and comment fields in its sales and contact center applications.

Since listening is the key to engagement, we will see considerable growth in this and the related field of speech analytics over the next year...

8 comments:

CJ said...

Sounds like Google spiders ... for surveys

Slavi said...

You are right - this is the future of listening, mining of unstructured data. And the beauty of it all – sky is the limit. The lack of structure opens the door to creativity. This type of data mining is a true combination of art and science and data visualization will become more important than ever before. Very exciting time ahead…

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