K-Praxis - Topic: Text Analysis - Fusing Text Analysis with Sales and Marketing Analytics-Print

Fusing Text Analysis with Sales and Marketing Analytics
April 05, 2004

If technology news is anything go by, the most influential trends in technology markets appear to be Business Intelligence and Data Analytics - and even the revised hopes of a tech-recovery are underlined by the businesses waking up to the technological advantages in data and information analytics. Since Business Intelligence and Data Analytics are thought to be important pieces of technology that are reviving the technology sector, it is time to look at two sub-trends in this segment:

Data Analytics is being applied to business verticals like Sales and Marketing, and
While attempts are being made to achieve 360-degree-view of enterprise-wide information, most solutions, barring a few, seem to focus on traditional numerical or pre-formatted data, omitting textual unstructured information.

Sale and Marketing Analytics

As businesses use data analytics and data modeling to arrive at business intelligence and decision support, other business verticals like sales and marketing too have started analyzing their own data to arrive at better sales and marketing decisions, giving rise to a new category of solutions. These solutions are provided by both established CRM and Business Intelligence players and niche vendors who only focus on these verticals.

Text Analysis

It is becoming apparent that Text Analysis, as a separate technology category for analyzing and deriving intelligence from growing volumes of text-based information, could become a key technology driver for organizations looking to upgrade to the next generation of competitive and business intelligence platforms.

About the Report

The report is structured so that it can be used by anyone, whose knowledge of information and high value adding business analysis ranges from zero to extensive. Spanning 18 pages (with double columns), the report evaluates a group of 20 vendors along the line of an analytic grid of features offered by vendors.

Scope and Objectives

This report considers the need for integrating text analytics with data mining, and suggests that such integration will be very productive. It provides a survey of sales and marketing intelligence markets and offers a set of recommendations to businesses aiming to migrate to the next level of sales and marketing information automation.

This report also outlines a framework to integrate context-based text analysis and text mining with sales and marketing analytics in order to leverage text-based information to distil actionable intelligence and insights.

The hypotheses and suggestions made in this report are based on our study of key players in the field, the features their sales and marketing solutions offer, and features that need to be present. Possible solutions that integrate text analysis into sales and marketing data mining are outlined in some detail.

The key players are chosen by superimposing a grid of possible features on features offered by vendors. Finally, this report also demonstrates how text analysis can be useful for sales analytics and marketing analytics.

The terminology of this report does not distinguish between Sales and Marketing Intelligence, and Sales and Marketing Analytics, since the vendors studied have used these terms interchangeably.

Table of Content

Sales and Marketing Intelligence

-The need for Integrating Text Analytics with Data Mining

Sales and Marketing Analytics Solutions

-Key Ingredients

Sales Analytics Solutions

-Possible Features

Sales Analytics Solutions

-Information Flow Chart

Marketing Analytics Solutions

-Possible Features Chart

Marketing Analytics Solutions

-Information Flow Chart

Key Players in Sales and Marketing Analytics Solutions

Analytic Grid of Possible Features and Vendors

Key Insights into Sales and Marketing Analytics Solutions

-Interdependence of Sales and Marketing

Sales and Marketing Solutions in the Context of Market and Competitive Landscape

Expectations from these Products and Solutions

The Absence of Text analysis

Fusing Data Analytics with Text analysis

-Framework for Integrating Text analysis with Sales Analytics

-Framework for Integrating Text analysis with Marketing Analytics

Text analysis Applications

About the Authors

Appendix: Vendors and Possible Features Table

About K-Praxis InfoMedia

K-Praxis Info-Media is a company based in Bangalore, India. It specializes in information and text analysis. It uses proprietary technologies methods and process matrices developed by its sister concern, Textual Analytics Solutions Pvt Ltd, to extract actionable information from unstructured textual information, to generate reviews and reports. K-Praxis has received very positive responses from clients and decision makers. K-Praxis - K-Praxis - its online media property (http://www.k-praxis.com) - is read by thousands of decision makers. A recent K-Praxis InfoMedia case study on Google Inc. (Pre-IPO Google Dossier: An Experiment in Opinion Mining) - prepared using the Textual Analytics solution, received very positive feedback, validating the applicability and usefulness of K-Praxis InfoMedia's offerings. Contact K-Praxis Sales for more information or visit our web site at http://www.k-praxis.com to preview a few snippets of our offerings.

About InfoSphere

Infosphere AB is full service provider in Intelligence and Knowledge services. The company offers Risk & Opportunity assessments, Strategy consulting, Knowledge Technology Consulting, Political Risk services, and Training of Knowledge workers. Founded in 1999, Infosphere is based in Stockholm with a virtual network of over 200 independent analysts globally. For more information, please visit the Infosphere website at www.infosphere.se or send your request by email to opcenter@infosphere.se

	Making sense of online textual information and information management technologies

	Fusing Text Analysis with Sales and Marketing Analytics April 05, 2004 If technology news is anything go by, the most influential trends in technology markets appear to be Business Intelligence and Data Analytics - and even the revised hopes of a tech-recovery are underlined by the businesses waking up to the technological advantages in data and information analytics. Since Business Intelligence and Data Analytics are thought to be important pieces of technology that are reviving the technology sector, it is time to look at two sub-trends in this segment: Data Analytics is being applied to business verticals like Sales and Marketing, and While attempts are being made to achieve 360-degree-view of enterprise-wide information, most solutions, barring a few, seem to focus on traditional numerical or pre-formatted data, omitting textual unstructured information. Sale and Marketing Analytics As businesses use data analytics and data modeling to arrive at business intelligence and decision support, other business verticals like sales and marketing too have started analyzing their own data to arrive at better sales and marketing decisions, giving rise to a new category of solutions. These solutions are provided by both established CRM and Business Intelligence players and niche vendors who only focus on these verticals. Text Analysis It is becoming apparent that Text Analysis, as a separate technology category for analyzing and deriving intelligence from growing volumes of text-based information, could become a key technology driver for organizations looking to upgrade to the next generation of competitive and business intelligence platforms. About the Report The report is structured so that it can be used by anyone, whose knowledge of information and high value adding business analysis ranges from zero to extensive. Spanning 18 pages (with double columns), the report evaluates a group of 20 vendors along the line of an analytic grid of features offered by vendors. Scope and Objectives This report considers the need for integrating text analytics with data mining, and suggests that such integration will be very productive. It provides a survey of sales and marketing intelligence markets and offers a set of recommendations to businesses aiming to migrate to the next level of sales and marketing information automation. This report also outlines a framework to integrate context-based text analysis and text mining with sales and marketing analytics in order to leverage text-based information to distil actionable intelligence and insights. The hypotheses and suggestions made in this report are based on our study of key players in the field, the features their sales and marketing solutions offer, and features that need to be present. Possible solutions that integrate text analysis into sales and marketing data mining are outlined in some detail. The key players are chosen by superimposing a grid of possible features on features offered by vendors. Finally, this report also demonstrates how text analysis can be useful for sales analytics and marketing analytics. The terminology of this report does not distinguish between Sales and Marketing Intelligence, and Sales and Marketing Analytics, since the vendors studied have used these terms interchangeably. Table of Content Sales and Marketing Intelligence -The need for Integrating Text Analytics with Data Mining Sales and Marketing Analytics Solutions -Key Ingredients Sales Analytics Solutions -Possible Features Sales Analytics Solutions -Information Flow Chart Marketing Analytics Solutions -Possible Features Chart Marketing Analytics Solutions -Information Flow Chart Key Players in Sales and Marketing Analytics Solutions Analytic Grid of Possible Features and Vendors Key Insights into Sales and Marketing Analytics Solutions -Interdependence of Sales and Marketing Sales and Marketing Solutions in the Context of Market and Competitive Landscape Expectations from these Products and Solutions The Absence of Text analysis Fusing Data Analytics with Text analysis -Framework for Integrating Text analysis with Sales Analytics -Framework for Integrating Text analysis with Marketing Analytics Text analysis Applications About the Authors Appendix: Vendors and Possible Features Table About K-Praxis InfoMedia K-Praxis Info-Media is a company based in Bangalore, India. It specializes in information and text analysis. It uses proprietary technologies methods and process matrices developed by its sister concern, Textual Analytics Solutions Pvt Ltd, to extract actionable information from unstructured textual information, to generate reviews and reports. K-Praxis has received very positive responses from clients and decision makers. K-Praxis - K-Praxis - its online media property (http://www.k-praxis.com) - is read by thousands of decision makers. A recent K-Praxis InfoMedia case study on Google Inc. (Pre-IPO Google Dossier: An Experiment in Opinion Mining) - prepared using the Textual Analytics solution, received very positive feedback, validating the applicability and usefulness of K-Praxis InfoMedia's offerings. Contact K-Praxis Sales for more information or visit our web site at http://www.k-praxis.com to preview a few snippets of our offerings. About InfoSphere Infosphere AB is full service provider in Intelligence and Knowledge services. The company offers Risk & Opportunity assessments, Strategy consulting, Knowledge Technology Consulting, Political Risk services, and Training of Knowledge workers. Founded in 1999, Infosphere is based in Stockholm with a virtual network of over 200 independent analysts globally. For more information, please visit the Infosphere website at www.infosphere.se or send your request by email to opcenter@infosphere.se