Attensity Marketing Accelerates
November 17, 2011
In mid November 2011, I attended a conference which Attensity sponsored, spoke at, and shook hands. Since I am a goose, the company wisely ignored me. The firm was describing its technology for running parallel processes within a parallelized database. The phrase I recall was “we have no scaling or performance issues. We have solved that problem.”
Okay.
Attensity’s marketing is accelerating. The firm once focused on the military information sector. After a merger with two firms in Germany, Attensity has shown surprising vigor in a market where pep is as common as PowerPoint.
The company is now borrowing a page from the McKinsey & Co. handbook for big deals. The firm is embracing “thought leadership.” The idea is that software enables a solution. When the company does not know it has a problem, McKinsey & Co. explains the problem senior management does not fully appreciate. Then the McKinsey team descends and helps management solve the hitherto unknown problem. Works like a champ in management consulting. Now Attensity is providing a case example of the method’s efficacy in content processing for sentiment analysis.
The approach is explained in “Attensity Shares Social Customer Thought Leadership Strategies” at Market Watch. According to the write up, the catch phrase refers to “social customer initiatives”. Well, that clears that up.
Attensity seems to have coined both these terms in an effort to promote some of its offerings. According to the press release:
Attensity, the leading provider of text analytics solutions for Customer Experience Management, today announced a series of upcoming events and on-demand resources designed to give enterprise organizations a strategic framework for pursuing their social customer initiatives. The thought leadership initiative draws from best practices and lessons learned in hundreds of implementations with global brands in key industry verticals, delivered in speaking engagements at industry events as well as in sponsored third-party research and a new on-demand eBook authored by Attensity.
With an emphasis on software coupled with strategy, the company has been recognized by CRM Magazine as a “Visionary” in the realm of social content relationship management. From bases in California and in Germany, Attensity helps large companies worldwide analyze and respond to customer feedback.
See the press release for details on its upcoming social customer analytics events. There are also related documents, including their new eBook, available for download from the company’s Web site. We are monitoring the thought leadership situation without too much emotion or sentiment I believe.
Stephen E Arnold, November 17, 2011
Sponsored by Pandia.com
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One Response to “Attensity Marketing Accelerates”
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Thanks for the coverage of Attensity, Stephen. We appreciate your highlighting of our thought leadership strategies and recognition in the field, as well as your linking to our new eBook.