Most of business data is classified as text, approximately 80-95% to be exact. The best way to use this text to improve marketing tactics is through automated-text analysis. Basically, the text holds different insights about individuals, organizations, and how they interact with each other. Marketers are taking this text, and using algorithms to comb through and determine the context. From that, they can better connect with consumers, improve collaboration techniques, and create frameworks for future endeavors.
- Data extraction is available via a large about of traditional and non-traditional sources
- The way the data is stored is usually not in a normal excel style structured database
- By utilizing an automated text analysis algorithm, scientists can set limits on what becomes significant
“researchers have to be able to extract underlying insight — to measure, track, understand”