명성관리 - 텍스트 분석기술의 새로운 활용 이야기 News 2007/05/12 16:19

텍스트 분석(Text Mining)이란 대량의 비정형화된 문서(Text)로부터 통계적 기법 등 활용하여 의미있는 정보를 추출해 내는 일련의 과정을 말하는 것으로, 이야기로그의 입소문 이슈찿기에 적용되는 문서 클러스터링(Document Clustering)기술도 Text Mining의 한 요소기술이라 할 수 있습니다.

최근 작성된 유럽의 텍스트 분석 기술 동향(KISIT [글로벌동향 브리핑(GTB)])에 따르면 근래들어 텍스트 분석기술은 다양한 분야에 응용되고 있다고 합니다.

일단 테러방지 등을 목적으로 한 보안(security)분야에서 활발이 활용되고 있어며, 이야기로그와 같은 시장 및 소비자 분석을 목적으로 한 마케팅 분야 그리고 의학과 약학분야에서 활용되고 있다고 합니다. 의약과 약학분야에 어떻게 활용되는지는 저도 언뜻 이해가 가지 않으나... 아마 임상관련한 내용이 아닐까 추측되는군요.

앞의 세가지 응용 분야가 처음 텍스트 분석 기술이 등장했을 때부터 관심을 끌던 전통적인 분야라면, `명성관리(Reputation Management)`로 불리는 네 번째 분야가 최근 새롭게(?) 주목을 받고 있다고 합니다.

'명성관리'란 기업이나 브랜드에 대한 좋은 평판, 높은 명성이 자연스럽게 만들어 지도록 지속적으로 노력하는 PR 활동을 말합니다.

최근들어 텍스트 분석기술을 활용하여 블로그나 커뮤니티 포럼등에 작성된 기업이나 브랜드에 관련된 글들을 수집, 분석하여 기업의 명성관리에 활용하고 있다고 하는군요. 그리고 시스코와 같은 대형 기업들도 전용 명성 관리 시스템을 운영 중일 정도로 많은 관심을 보이고 있다고 합니다.





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