NEWS14 August 2009

Text analytics firm looks into ‘consumer intent’

North America Technology

US— OpenAmplify, an online text analysis platform, has introduced a feature that aims to predict consumer intentions in social media content.

The tool, from technology firm Hapax, uses ‘natural language processing’ (NLP) to mimic the human process of language understanding and make sense of online text content.

As the firm’s video demo shows, the tool aims to make links between topics (e.g. necklace, island, my boss) and actions (eg. buy, fly to, murder). This enables brand owners, online advertisers and forum moderators to better identify the online content they should be targeting.

OpenAmplify claims to be able to tell the difference between statements of intent, offers of guidance and questions, and to gauge the likelihood that a user will take action.