Attensity announced this week a new stand-alone analytics solution. Attensity Analyze 6.0 provides a way to analyze customer data looking for information such as behavior profiling, sentiment analysis, predictive analytics and so forth.

In a world where analytics firms have been scooped up by content management firms, Attensity stands as an exception, a stand-alone analytics vendor. They claim Analyze 6.0 is highly scalable and easy to use, but in a post this week on the Real Story Blog, Tony Byrne was skeptical that content management vendors in particular could deliver customer experience management kinds of functionality, at least not without a lot of work.

Attensity, as a stand-alone vendor might be better suited to handle this kind of analysis. In fact, Attensity CEO Ian Bonner suggested in a statement that understanding customer data was every bit as important for companies as understanding financial information. "Making sure that data is both highly accurate and easily accessible is a top priority for any organization that wants to leverage customer conversations as a business asset," he said.

The idea behind these tools is to analyze data from a variety of sources including emails, social media channels, survey responses and so forth. This data can give you a better understanding of your customers and what's motivating them, bothering them, interesting them and so forth. The more you know about your customers, the better you can react to their needs.

Analyst Seth Grimes from Alta Plana Corporation says having a grasp on this data can give companies a competitive advantage. "Text analytics helps forward-looking organizations gain new insights into customers' perceptions, motivations and plans, whether the goal is to boost customer satisfaction, product quality and sales, or to reduce churn," he said.

For more information:
- See the Attensity press release

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