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Empowering Marketing Intelligence via Text Analytics
Abstract
Today's economic world has created incredible opportunities for businesses to drive digital transformation through new intelligent systems and services, from big data to marketing intelligence. This has increased the need for computer-aided text analytics. The inadequacy of the classical marketing information system structure has caused the information flow in marketing to evolve into marketing intelligence. The orientation in marketing intelligence is linked to a fundamental marketing innovation that businesses cannot avoid, and to the structure and quality of the data from which the information will be obtained. Although text mining and analytics studies are frequently associated with marketing research in the literature, it is not seen that text analytics studies are addressed within the scope of marketing intelligence. The current chapter aims to examine how textual data, which can be expressed as an undeniable dimension of marketing intelligence, strengthens marketing intelligence with the support of literature.
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