Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: If I Text You Tonight, Will Your Analytics Text Me Back in the Morning?
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Uncategorized > If I Text You Tonight, Will Your Analytics Text Me Back in the Morning?
Uncategorized

If I Text You Tonight, Will Your Analytics Text Me Back in the Morning?

BillFranks
BillFranks
5 Min Read
SHARE

Analytics Matters

Contents
LET TEXT BE STRATEGIC AS WELL AS TACTICALTEXT ME, MAYBE?

It’s a classic scenario. Two people meet at a party. They chat and then exchange information. However, they never speak or meet again. It is as though the contact information was never exchanged. So, what happened? Was there never intent to follow up? Or, did the information get lost, forgotten, or placed in a pile that never got acted upon?

Analytics Matters

It’s a classic scenario. Two people meet at a party. They chat and then exchange information. However, they never speak or meet again. It is as though the contact information was never exchanged. So, what happened? Was there never intent to follow up? Or, did the information get lost, forgotten, or placed in a pile that never got acted upon?

More Read

Is the Information Retrieval Community Making Progress?
SIA: Best Practices from Your Peers
Bing Maps Continues To Innovate
SIGIR 2009: Day 2, Morning Sessions (Anchor Text, Vertical Search)
Discovery Analytics: It’s Not Hacking, It’s R&D

There is a similar scenario I see play out often when it comes to text analytics. Most text analytics are focused on analyzing text right now for immediate tactical insights. Then, the text is virtually forgotten, if not literally deleted. Think about it. Sentiment analysis is a summary of general attitudes right now. Customer service organizations track feedback to identify emerging product problems. Marketing managers look at customer feedback to identify if a promotion is getting the hoped-for attention.

Whether social media, email, online chat, or transcribed phone calls, text is being used more and more frequently today. While the previously mentioned analytics absolutely provide value and are worth pursuing, there are additional opportunities that should not be missed. By throwing this information away after the initial analysis is completed, you may be missing opportunities to impact the business in very creative ways.

LET TEXT BE STRATEGIC AS WELL AS TACTICAL

By all means, your organization should continue to pursue tactical text analytics that look at things like sentiment and customer service trends right now. However, don’t fail to think about the more strategic, longer term value that the information in text can provide. Just like throwing away that contact information from the party could cause you to miss out on a potential spouse, so can throwing away text after using it for immediate purposes cause you to miss out on big future opportunities.

We’ll begin with a simple example. Let’s say I mention on social media that I love to grill Rib Eye steak. Since my favorite foods do not change very often, this could be added to my customer profile. Then, when Rib Eye steak goes on sale at my local grocery store in the future, wouldn’t it make sense to let me know about it?

In another case, I might complain to a call center that my new car rides a little rougher than I’d like. By making that fact part of my customer profile, the manufacturer will know to emphasize the smooth ride when marketing my next car to me and making sure that the car does have a smoother ride than my first one.

We could go through many more examples, but the point is that people often reveal important information in the text that they generate. Simply using those comments for tactical analysis today leaves a lot of value on the table. By looking for comments that reveal various preferences or traits, we can expand our knowledge of, and relationship with, customers.

TEXT ME, MAYBE?

The action you should take is to consider how customer profiles can be enhanced with new data points derived from text analytics. This information can become a long term, if not permanent, part of each customer’s profile. Many of the data points might not be relevant very often, but when they are relevant, they can be incredibly relevant.

Don’t look as text as only an opportunity for a one-time look into a customer’s attitude today. Also view text as a way to get to know your customers and to gather important information on them over time. At some point in the future, you just may want to text them back and they might love to hear from you in a way that acknowledges that you understood what they said to you!

Originally published by the International Institute for Analytics

Share This Article
Facebook Pinterest LinkedIn
Share
ByBillFranks
Follow:
Bill Franks is Chief Analytics Officer for The International Institute For Analytics (IIA). Franks is also the author of Taming The Big Data Tidal Wave and The Analytics Revolution. His work has spanned clients in a variety of industries for companies ranging in size from Fortune 100 companies to small non-profit organizations. You can learn more at http://www.bill-franks.com.

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

Solving the MDM Problem is Not Easy.

2 Min Read
Image
Uncategorized

How Big Data Is Transforming Airports

5 Min Read

Why Marketing Has a Branding Problem

5 Min Read

USA Federal Government’s Dashboards – Reporting, Managing or Improving?

4 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai chatbot
The Art of Conversation: Enhancing Chatbots with Advanced AI Prompts
Chatbots
ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?