Text Analytics to Open Up BzzAgent's 'Gold Mine'

Word-of-mouth (WOM) media network BzzAgent has announced a partnership with text analytics software firm Attensity, aimed at further exploiting the mass of consumer conversations it captures and storess for the use of its branding and marketing clients.

BzzAgent will integrate Attensity's 'Voice of the Customer' (VoC) software into its WOM platform to enable it to analyze the millions of 'real-world' dialogues submitted by its network of 450,000 volunteers, and supply clients with information about behavioural and conversational patterns.

Attensity's text analytics technology will analyze unstructured data contained in the WOM reports submitted by BzzAgent's volunteers each month, as well as the millions of reports received over the past five years.

The software will mine and analyze agent-authored narratives, allowing the company to provide real-time performance updates and offer strategic recommendations based on consumer attitudes, opinions and recommendations. For example, the system will be able to inform BzzAgent's clients about which words correlate positively — and negatively — to product trial and purchase intent.

Attensity's VoC solution uses the firm's Exhaustive Extraction technology to automatically identify facts, sentiment, opinions, requests, trends, and trouble spots from the unstructured text in consumer communications including survey responses, e-mail messages blogs and others.

Unlike programs that require manual tagging, sorting, classifying or other upfront effort, the solution automatically extracts data from written feedback to provide insights into consumer satisfaction, sentiment, and loyalty.

'Our relationship with Attensity promises to prove the correlation between words and wallets, empowering our clients to harness the power of WOM for much more than product awareness,' stated BzzAgent Founder and CEO, Dave Balter. 'We've been sitting on a gold mine filled with more than a million reported conversations. Attensity's solution will allow our clients to reap the fullest benefits of marketing's most precious resource: consumer opinions.'

Web sites: www.bzzagent.com and www.attensity.com .

Last month, WOM specialist Bazaarvoice launched a new platform where customers can share their real-life experiences about a product, service, or brand on clients' eCommerce web sites.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.