The Partnership Race: Will the Tactic Work for Search?
June 13, 2012
As functions of technologies intersect, companies build partnerships to extract the maximum value possible. The article “Clarabridge and Connotate Partner to Provide World-Class Online and Social Media Data Analysis” discusses a newly formed partnership in one of the key areas where many technologies are merging: social media.
Clarabridge provides sentiment and text analytics for Customer Experience Management and Connotate offers data management solutions. This partnership will enable users to analyze and draw insights from the feedback data. Financial Services, Pharmaceutical and Market Research professionals will now be able to easily retrieve and store customer feedback data from specific online platforms.
According to the referenced article, CEO of Connotate Keith Cooper discussed the growing options customers have to voice their opinions online:
“In order to get a truly holistic understanding of customers, companies need to be able to look deeper into what customers are saying above and beyond Facebook, Twitter and other popular social media sites. With Connotate, companies can easily collect data from thousands of niche sources in almost any industry — ranging from pharmaceutical and online retail sites to global news outlets.”
Both companies clearly benefit from the others’ technology. Hopefully for their sakes, potential clients will see each of their added value. Perhaps this will result in a jump start to sales for each company?
Our view is that resellers with market traction can pick and choose the tie ups that have the greatest upside. Search vendors may find that wooing a hot reseller is more difficult than ever before.
Megan Feil, June 13, 2012
Sponsored by PolySpot
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