Listening to Consumers
Working for a publicly traded company forces you to focus on constantly increasing revenues, and one of the best methods for accomplishing this is to have a strong foundational knowledge of your consumer. So I was very intrigued when I discovered that BzzAgent, a word-of-mouth (WOM) media network, and Attensity, a company that provides text analytics software for First Person Intelligence, partnered to create an alliance designed to provide marketers with insights into the conversations consumers are having about their brands. BzzAgent is integrating Attensity’s “Voice of the Customer” (VoC) software into its WOM platform. This will enable BzzAgent to analyze the millions of real-world, word-of-mouth dialogues submitted by its network of 450,000 volunteer “Agents,” and supply clients with actionable information related to behavioral and conversational patterns.
According to BzzAgent Founder and CEO, Dave Balter,
“Our relationship with Attensity promises to prove the correlation between words and wallets, empowering our clients to harness the power of word of mouth for much more than product awareness and trial. We’ve been sitting on a proverbial 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.”
Added Craig Norris, Attensity’s CEO,
“We’re very happy to be working with BzzAgent in an effort to increase the value of their already successful WOM initiatives. In many ways, this is the perfect relationship to create unmatched marketing intelligence for ambitious companies looking to connect with end consumers in a way that their competitors cannot. BzzAgent is at the crest of the word-of-mouth wave, while Attensity has the leading analytics technology to mine the resulting unstructured feedback in a way that presents the facts necessary for meeting end-consumer needs and desires.”
Attensity’s text analytics technology will analyze unstructured data contained in the nearly 100,000 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 rooted in consumer attitudes, opinions and recommendations. For example, the Attensity-powered system will be able to inform BzzAgent’s clients about which words correlate positively — and negatively — to product trial and purchase intent.
Attensity’s Voice of the Customer solution employs the company’s patented Exhaustive Extraction technology to automatically identify facts, sentiment, opinions, requests, trends, and trouble spots from the unstructured text in survey responses, email messages, website forums, blog entries and other consumer communications. Unlike programs that require manual tagging, sorting, classifying or other upfront effort, Attensity automatically extracts valuable data from written feedback to provide deeper insights into consumer satisfaction, sentiment, and loyalty. Attensity can also reveal specific product and service issues, reactions to marketing and selling efforts, and even buying signals.
Killeflytew said,
October 11, 2008 @ 10:28 am
Hello.
Martha Louise, who is the only daughter of King Harald and Queen Sonja, gave up the title of ‘royal highness’ upon her 2002 marriage to writer Ari, and has a reputation for not standing on ceremony.
Bye.