He highlights text analytics technology in the report because understanding unstructured data plays a critical part in daily operations. Enterprises have too much content to review and annotate manually. Text analytics products from vendors like Temis and SAS mine, interpret, and add structure to information to reveal hidden patterns and relationships. In my 2009 overview of text analytics, I cite the primary use cases for these tools: voice of the customer, competitive intelligence, operations improvements, and compliance and law enforcement.
But there are a few other sweet spots for text analytics tools in the enterprise:
Analytics and search: Analytics tools surface and visualize patterns; search tools return discrete results to match an expressed need. But these disciplines are blending. People want to drill in to high-level analysis to find the specific thing customers buzz about. And many searchers don’t know how to articulate their need as a query and are looking for the big picture on a topic or trend. Forrester expects these solutions to come together, as search tools mainstream semantic features like entity extraction out of the box, and analytics vendors introduce new ways to investigate relationships and data output.
As the year comes to a close, it’s good to put a wrap on it by reviewing all the shifts — both subtle and seismic — that have rocked the world of enterprise architecture (EA). I really enjoyed Gene Leganza’s recent look back — and look ahead — on the top 15 EA technology trends, and not just because he incorporated findings from my recent Empowered reports on social network analysis and analytics-driven engagement in multichannel customer relationship management (CRM).
You can read those Empowered reports to get a deep dive on how those trends evolved in 2010 and what we see on the horizon for 2011 and beyond. Fundamentally, Forrester considers deep customer engagement through social media as a hallmark of the leading-edge customer service operation. A growing range of companies have established social-media-based customer communities for service and support, involving various blends of social media, blogging, and other approaches.