A bee with vision

Word of mouth media network BzzAgent has partnered with Attensity, a text analytics software provider. The pair aspires to provide marketers with "unrivaled insights" into consumer brand conversations.

BzzAgent provides clients with a legion of volunteer consumers that provide detailed feedback on brands and products. They also "evangelize" brands to friends and family, then report the results.

Attensity helps analyze unstructured data, such as online dialogue. Based on its findings, it provides brand performance updates and strategy recommendations. (For example, BzzAgent clients can learn which words trigger purchase intent or repel users from a brand.)

BzzAgent will integrate Attensity's "Voice of the Customer" software into its platform. "Voice of the Customer" identifies facts, sentiments, requests, trends, and trouble spots, among other criteria, from survey responses, emails, forums, blog entries and other data.

"We've been sitting on a proverbial gold mine filled with more than a million reported conversations," said BzzAgent founder/CEO Dave Balter. "Our relationship with Attensity promises to prove the correlation between words and wallets, empowering our clients to harness the power of word of mouth."

Attensity-enriched programs will be available in Q4, BzzAgent said.