From mining to meaning: How B2B marketers can leverage text to inform strategy

Hsiu Yuan Tsao, Colin Campbell, Sean Sands, Alexis Mavrommatis

Producció científica: Article en revista indexadaArticleAvaluat per experts

2 Cites (Scopus)

Resum

Today's marketers are increasingly faced with the need to collect and interpret data to aid firm strategic decision making. At the same time, there has been an explosion of text-based data and numerous advances in big data that enable marketers to mine the collection and aggregation of text. However, for many marketers there is a need to better understand how textual data can go beyond mere descriptive metrics to instead help solve real marketing problems. With this paper, we take a step in this direction. We first review key concepts and terms that are relevant to understanding how text analysis operates, as well as a new development in custom dictionary creation that expands the topics possible with text analysis. Next, we develop the FTTA grid, a new framework that enables text-derived metrics to inform actionable strategies for marketers. We present two real cases demonstrating how the FTTA grid can be employed in action. Finally, we discuss implications for both academics and marketing practitioners.

Idioma originalAnglès
Pàgines (de-a)90-98
Nombre de pàgines9
RevistaIndustrial Marketing Management
Volum106
DOIs
Estat de la publicacióPublicada - d’oct. 2022
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