2013.07.29
NTT Comware Newly Introduces Twitter Analytics Service - "InsightCatcher ® the Powerful Analysis Tool of User Interests from Tweets
-- Effective Fan Marketing with Social Media --
NTT Comware Corporation (below, NTT Comware; Head Office: Minato-ku, Tokyo; President: Shinobu Umino) launches a new service "InsightCatcher" on August 1, 2013 (Thu). This SaaS *1 service is to help customers grasp user interests and needs by analyzing contexts of tweets of Twitter users.
Existing Twitter analytics services mainly focus on analyzing tweets containing names of target merchandises or brand name products. This service is for more detailed reporting of deep-dive analysis of interests in a particular merchandise of users, who are categorized as "fans" from the contexts or number of their tweets. Then, their tweets are recollected to view their other interests by a simple operation (the fan interests analysis function: patent pending).
For in stance, this service is not only to report the analysis of tweets by viewers of a TV program but also their interests or favorites of the program, which would be useful to acquire potential sponsors. This is a new comprehensive tool of user interests analysis using Twitter.
* There is no other service available in the same or similar kind in terms of Twitter-based analytics services in Japan according to our researches on Internet using search engines, as of July 29, 2013.
1.Background
There are growing needs of marketers in various industries to use social networking services such as Twitter to view favorites or lifestyles of people or their customers. However, services or systems that are currently available only analyze contexts of tweets about their merchandises or brand name products or categories of their customers (e.g. age or gender). As it was not easy to analyze tweets to overview "general interests of those who have interests in their particular merchandise or brand name products", they had spent so much time to analyze tweets with a help of IT experts. Under the circumstance, NTT Comware has been seeking an innovative solution to automatically analyze favorites or interests of "users who like a particular merchandise or brand name products".2.Three Features
(1) NTT Comwarefs special technology for fan interest analysis for marketing (patent pending)InsightCatcher analyzes data on favorites or interests of users (fans) of a target product through the process below:
+ Collect tweets containing particular keywords such as the name of a merchandise or brand name product, except those which have promo information or even no meanings.
+ Define a type of users (fans) who tweet with a particular keyword, by monitoring the number and/or expressions of their tweets (like or dislike) in a certain period.
+ Recollect tweets of the users who are categorized as "fan" into various types of their interests such as entertainment/music related or sports news to show trends of the usersf interests.
Reference: Features of "InsightCatcher"
(2) Easy access to valuable data such as trends or contexts of tweets related to a merchandise or service
InsightCatcher allows social media marketers to access various information, including trends of tweets, impressions or evaluation of users or favorite topics on Twitter by collecting and analyzing tweets concerning a target merchandise or service. In addition, the collection of tweets is available for re-categorizing the contexts from a view predetermined. For instance, it is effective to analyze the data such as user impressions on designs of merchandise.
(3) Easy start of big data calculation and analysis on Twitter
In order to identify certain information from high-volume accounts of Twitter, a broader range of preparation is needed such as creating a data collection and analysis environment or data filtering to extract bots (known as web robot which runs automated tasks over Internet). "InsightCatcher" allows its users a simple access to the Twitter data to collect and analyze by just logging into the website from PC or tablet computer to register keywords.
3.Price etc.
Initial fee: 100,000JPY (before tax)Monthly fee: 100,000JPY up (before tax)
- The maximum number of the keywords to register for analysis is subject to the monthly fee.
- The target number of sales for this SaaS-based service is 100 companies or more by 2016.
4.Future Scenario
The social media-based big data market is getting to grow year by year. NTT Comware sees its market as a future innovational business and promotes it as one of the key services in the future. In addition to the data mining service or Hadoop solutions *2, this is a new phase to enhance our capabilities on big data technologies by starting the social media analytics service.The initial phase to achieve the goal, we would like to introduce this service to a wide range of industries including retail, press and entertainment as a new Twitter analytics tool. Its demonstration tests have taken place in cooperation with some music companies and mass media. We have a plan to further sophisticate this social media analysis solution, including seeking potentials of SI type of services to connect it to internal IT systems of customers.
*1 Software as a Service, a software distribution model available on Internet to allow users to choose what they need.
*2Hadloop is an open-source software framework developed and published by Apache Software Foundation for anyone to use. This is an efficient in distributed processing and management of big data.
** Twitter is a trademark or registered trademark of Twitter Inc. in each country.
** Hadoop is a trademark or registered trademark of Apache Software Foundation in each country.
** Twitter is a trademark or registered trademark of Twitter Inc. in each country.
** Other names of the merchandise or services shown above are trademarks or registered trademarks of each company.
The information shown in this page is the latest as of the day of the release. It is subject to change without further notice.
