Attensity Marketing Themes Revealed
June 16, 2011
In my email was the Attensity newsletter, dated June 15, 2011. In addition to unaudited assertions like “the company’s most successful quarter to date” and the word “successful” undefined, there were some interesting hints about the company’s strategy.
First, in the letter from the CEO (Ian Bonner), the company has rolled out a Customer Command Center. The militaristic suggestion is fascinating. A number of search and content processing vendors offer dashboards, but the command center may be a fascinating new view of what text processing software is supposed to do.
Second, the company continues to emphasize the new release of the firm’s flagship, Attensity 6.0. You can get additional information about the system from a Web page with the title “BI Guys Watch Out, It’s Never Been This Easy.”
Third, Attensity continues to use webinars to drum up awareness and business. In what I find an interesting move, the webinar about “accuracy” now includes a companion white paper. You can read that document at this link. Registration appears to be simple once you provide the all important contact information. The one two punch of a webinar and a more traditional white paper may be one indication that hot new marketing methods require multiple payload delivery vehicles. I wanted to pick up on the “command center” metaphor.
Finally, a battle of assertions about sentiment appears to be escalating. I elected not to report about the misfires of one well known vendor of sentiment solutions. It seems that Attensity has picked up some vibrations and responded with “When Does Sentiment NOT Matter?” The idea is that sentiment is not an all purpose solution. I agree with Attensity. Perhaps some blogger or sentiment vendor will step up and rip the skrim from the reality of sentiment analysis.
Net net: the “command center” analogy strikes me as marking a step up in the marketing warfare for text analytics. One indicator will be the diffusion of the “command center” metaphor. Which competitor will be the first to embrace this Attensity-ism?
Stephen E Arnold, June 16, 2011
Sponsored by ArnoldIT.com, the resource for enterprise search information and current news about data fusion
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Stephen,
Dell and Pepsi (for its Gatorade brand) have received quite a bit of coverage for their social media command centers. Regardless of the appropriateness of the term, it’s been around a while.
Marketing has a long history of using militaristic language. Campaigns, anyone?