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.
Analytics gets a lot of attention these days. And it should. Additional business insight is really important to improve the customer experience and more and more to understand the on-line experience. And predictive analytics is really cool. But these exciting areas tell only part of the story. Analytics can also help improve content management and transactional business processes. The infrastructure and plumbing that keeps most companies afloat. Analytics can help consolidate archives, improve capture, classify documents, improve business processes, and enhance the value of packaged apps. In short, there is a strong analytics play just for better content management and process improvement but poorly deeloped use cases and better buzz in other areas tamps down the potential. But we shall hear more about this soon.