Brand Decisions are Grand Decisions.
So, I often ask folks in the text mining industry, particularly the linguists and applied mathematicians that specialize in language detection, “have you ever read 100,000 customer service records, complaints, etc.?”. I have.
Of course not. These folks, who are toiling in their applied sciences, must attack the challenges of computational linguistics with an expansive and intentionally non-specialized approach to text harvesting. Likewise, the well developed BI community has a certain orientation towards data visualization and raw statistics. Neither of these camps has the requisite immersion in customer relations and the language of ‘consumer perceptions’ that occurs after a product is released into the hands of the public.
Don’t get me started on the ersatz ‘brand speak’ of the current early market entrants specializing in brand monitoring via sentiment analysis – I have made my opinions known, and those with far more august credentials have slapped me down good’o. This is all as it should be in the open media.
The brand intermediaries (multi-line dealers and retailers) that are the victims of branding decisions and the blunders of the brand owners are the fat part of a potentially untapped market being completely ignored by the brand monitoring leaders, both old school, as well as new age text harvesters. This is predictable, as the technology adoption curve has shown this myopia will occur across numerous innovation categories – the telephone (never envisioned to become a residential device), the computer (“might be useful for up to five of our largest corporations”, Thomas J. Watson., the PC, (what do people want a computer in their home for?).
Whereas the old school brand equity and monitoring agencies have made a conscious and informed choice for the moment, not to take the mid-market into their plans for brand monitoring, the new entrants are just skating by the opportunity due to arrogance, hubris, and let’s say, a lack of vision. Plus, it’s harder to serve the mid-market with an affordable decision support service, than it is to deliver the current sentiment scoring clap-trap.
Enough already, my position is known! What am I going to do about it as an independent analyst? Why, Dear Watson, I’m going to analyze, and then find a friendly technology leader to hire me as a consultant to implement these systems. Let us now break down the dynamics of Customer Perceptions and Interaction Outcomes in a semi-formal manner that is somewhat long for the blog format, however, I will condense the specifics to a few pages, and add a link at the bottom to a full white paper. Read On Babes: