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What causes the wholesale mis targeting of an entire emerging technical discipline?
I can guess, however that the dozen or so companies pitching brand monitoring are making brand owners their initial target, because there seems to be roughly equivalent services being offered by classical agencies.
The problem with the head to head comparison is that classical brand equity consultants are inherently a decision support and steering service, while new age text mining for brand monitoring falls far, far short of steering anything.
But take heart, all who invested equity in these young and promising companies, for there is a sector that has been completely overlooked - the brand intermediaries. How do we re target this badly gone astray brand monitoring via CGM sector and get them on track to a market that will grow and pay?
Why, my dear Watson, simply hire the author of this weblog to engage in a six month product redesign cycle and most of the investment made in your text mining product for brand monitoring can be re targeted at incremental cost towards the brand intermediaries and multi-line retail dealer market!
There is nothing inherently wrong with text mining of the wild corpus, but the slow uptake and faltering of the sector must be addressed via a serious re targeting towards customers that care.