Text analytics (TA) is a powerful tool for CMOs to turn unstructured customer data into insights that drive competitive differentiation. This report outlines six ways TA enhances marketing: customer segmentation, experience, acquisition, competitive intelligence, communication and brand, and innovation. By analyzing open-ended feedback from various channels, TA helps identify unmet needs, improve products, personalize messaging, and monitor brand sentiment. Case studies from companies like Sunrise and Liberty Global demonstrate how TA increases satisfaction, reduces churn, and fuels innovation, making it a crucial asset for marketing leaders.

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