Text Analysis, alternately referred to as data mining, identifies patterns and trends within text. 

Never before have marketers been able to pull together vast portfolios of information about specific people, products and events. 

Robust textual software can now determine the characteristics of content to identify and filter out unwanted material.

Keyword Research

When compiling key concepts don’t let your search be stifled by narrow parameters.  Let your mind wander in directions that may take you to new ideas and approaches that lead to discover an exciting new concept.

WordNet® is a useful tool for computational linguistics and natural language processing. Nouns, verbs, adjectives and adverbs are grouped into sets of cognitive synonyms, each expressing a distinct concept.  The resulting network of meaningfully related words and concepts can be navigated freely.  Available at http://wordnet.princeton.edu.

Automated marketing technology allows you to create targeted online marketing programs that drive awareness and interest for your products and/or services allowing you to nurture your prospects based on their behavior from first interest through to a client.

Leveraging this powerful technology to pre-qualify your leads.  Qualify your data, score consumer interactions.  Data tracking can automatically notify you which leads to follow-up with, and alert  you, when they are sales ready!

Steps in the analysis

Approach data mining with an open mind so that you receptive to possibilities, opportunities and un-expected concepts.  Although the focus is specific, don’t eliminate a hunch.  Explore avenues  that may lead to important insights.

High-frequency words.

A base analysis examines the most frequent word-forms for anything that is unusual or particularly characteristic of the text in question. Frequency of word-forms is only roughly related to what a text says, but it is related, and so is useful to work with.

Collocations.

Collocations and clichés are strings of words that are remembered as wholes and often used together, such as two peas in a pod. Repetitive collocations are a strong indication of a trend or hot topic.

Concording

The essential idea behind the concordance is to direct your attention to the immediate linguistic environment of the specified word. To find a potentially interesting word, run a concordance on it.

Evaluate the concordance listing to unearth patterns.  Sort a listing according to the words to the left and right of the target words;  Sorting tends to bring out the patterns, since repetitions are grouped together.

Identify synonyms, writers tend to emphasize an idea by linking synonyms together or nearby each other. The text can itself helps create a reasonable list for further concording.  This is a recursive exercise, synonyms will tend to turn up others; when the law of diminishing returns asserts itself, it is time to stop. The result we may call a “fixed vocabulary”, to which can be added the contiguous collocations you have identified.  All together these represent a translation of an idea, as it were, into data.

Visit http://www.lexisnexis.com/concordance/ for concordance software.

References:

IBM SPSS Software Analytics

http://wordnet.princeton.edu/

http://www.lexisnexis.com/concordance/