A Modest Dust Up between Big Data and Text Analytics
November 18, 2015
I wonder if you will become involved in this modest dust up between the Big Data folks and the text analytics adherents. I know that I will sit on the sidelines and watch the battle unfold. I may mostly alone on that fence for three reasons:
- Some text analytics outfits are Big Data oriented. I would point modestly to Terbium Labs and Recorded Future. Both do the analytics thing and both use “text” in their processing. (I know that learning about these companies is not as much fun as reading about Facebook friends, but it is useful to keep up with cutting edge outfits in my opinion.)
- Text analytics can produce Big Data. I know that sounds like a fish turned inside out. Trust me. It happens. Think about some wan government worker in the UK grinding through Twitter and Facebook posts. The text analytics output lots of data.
- A faux dust up is mostly a marketing play. I enjoyed search and content processing vendor presentations which pitted features of one system versus another. This approach is not too popular because every system says it can do what every other system can do. The reality of the systems is, in most cases, not discernible to the casual failed webmaster now working as a “real” wizard.
Navigate to “Text Analytics Gurus Debunk 4 Big Data Myths.” You will learn that there are four myths which are debunked. Here are the myths:
- Big Data survey scores reign supreme. Hey, surveys are okay because outfits like Survey Monkey and the crazy pop up technology from that outfit in Michigan are easy to implement. Correct? Not important. Usable data for marketing? Important.
- Bigger social media data analysis is better. The outfits able to process the real time streams from Facebook and Twitter have lots of resources. Most companies do not have these resources. Ergo: Statistics 101 reigns no matter what the marketers say.
- New data sources are the most valuable. The idea is that data which are valid, normalized, and available for processing trump bigness. No argument from me.
- Keep your eye on the ball by focusing on how customers view you. Right. The customer is king in marketing land. In reality, the customer is a code word for generating revenue. Neither Big Data nor text analytics produce enough revenue in my world view. Sounds great though.
Will Big Data respond to this slap down? Will text analytic gurus mount their steeds and take another run down Marketing Lane to the windmill set up as a tourist attraction in an Amsterdam suburb?
Nope. The real battle involves organic, sustainable revenues. Talk is easy. Closing deals is hard. This dust up is not a mixed martial arts pay per view show.
Stephen E Arnold, November 18, 2015
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A Modest Dust Up between Big Data and Text Analytics : Stephen E. Arnold @ Beyond Search