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Text mining provides marketers with the "why' behind demand; Direct shops sift through social-media conversations to explain consumer behavior regarding brands.

Publication: Advertising Age
Publication Date: 27-JUL-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Text mining provides marketers with the "why' behind demand; Direct shops sift through social-media conversations to explain consumer behavior regarding brands.(NEWS)(7-Eleven Inc. signed a deal with Omnicom Group Inc.)

Article Excerpt
Byline: MICHAEL BUSH

stephanie hoppe, 7-Eleven's senior director-marketing, knew there was an incredibly competitive market for iced coffee. But before entering the battle by expanding its own product across its network of stores this past June, Ms. Hoppe and 7-Eleven needed to figure out the why that was driving consumer demand.

Enter text mining, a process in which an agency can mine the conversations taking place on blogs, Twitter or other social-media sites in order to identify the emotional aspects and reasons behind consumer behavior. Typical database information supplies marketers with the who, what, where,...

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