“Text mining” can be used when a company wants to capture and analyze large amounts of data in marketing. It is a system that can decipher data such as SNS posted by many users, news media and newspaper articles with a lot of content, and instantly extract the necessary information.
In an era of rapid change and diversification of customer needs, there is a wide range of data that needs to be analyzed for marketing purposes. We will explain the meaning of text mining, which is an important tool for companies to think about business growth, and how to use it effectively for marketing.
Meaning of text mining
Simply put, text mining means “digging out things from within text.” Mining is a system that can be used when you want to find useful information for your company from a large amount of data.
Because it is possible to efficiently pick up only the information that you want to use for marketing from a large amount of information that cannot be handled manually, it is possible to discover consumer needs that could not be discovered before, or to discover unexpected words. Dew. The following are specific examples of the use of text mining that are attracting attention from many companies.
Reference source:
What is text mining? Effective marketing methods on SNS
Examples of using text mining
Text mining can be used for social listening (gathering information from SNS, Internet reviews, etc.). It is a technology that analyzes the information necessary for your company and related information from the numerous posts sent by consumers, and the latest version is capable of understanding the intent of sentences and analyzing detailed emotions. is.
It picks up both positive and negative voices, summarizes the main points, and converts the co-occurrence rate and frequency into data, so each opinion can be viewed together.
It can be said to be a very effective tool for analyzing SNS, which is a collection of various data.
Main analysis methods of text mining
The main analytical methods used to analyze extracted data include “co-occurrence analysis” and “sentiment analysis.”
Co-occurrence in co-occurrence analysis means identifying characters (words) from data that are related to a specific character string by linking one word to another.
For example, if the word SNS co-occurs with the word marketing, it can be interpreted that SNS is considered by consumers as content for marketing.
Sentiment analysis is a method of analyzing the feelings consumers have toward a product or service from text data. Evaluate the text as “negative, neutral, positive,” etc., and clearly display the psychological aspects.
Companies will be able to devise measures to improve their products and services based on the various consumer voices that are analyzed.
Reference source:
What is text mining? Effective marketing methods on SNS
summary
Text mining will become an indispensable tool for companies to quickly respond to social media and internet reviews, which are expected to increase in the future, and to incorporate consumer feedback. SNS marketing has already become an important strategy for companies, rivaling content and advertising marketing. The key is to understand the information that is useful for your company out of the vast amount of data without bias or omissions, and to deeply understand consumer needs.
Use text mining effectively to optimize products and services by comparing the company’s perceived issues with the opinions of consumers.
Reference source:
What is text mining? Effective marketing methods on SNS