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Whitepaper

Text Analytics: The CMO’s Secret Weapon

Companies are confronted with large amounts of unstructured customer data like survey comments and social media reviews. Text analytics harnesses this valuable data, but few companies, and particularly their marketing teams, are using this technology to its full capacity. In this paper, Medallia Institute highlights how leading companies are using text analytics to super-charge six key marketing activities, contributing to their competitive performance and differentiation.