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AMA Awards OdinText the 2016 Lavidge Global Marketing Research Prize

The American Marketing Association Foundation (AMAF) named Stamford, CT-based OdinText, developer of the Next Generation Text Analytics SaaS (software-as-a-service) platform of the same name, the winner of the 2016 Robert J. Lavidge Global Marketing Research Prize for advancement in the field.

The Lavidge prize, which includes a $5000 cash award, is offered through the Robert J. Lavidge endowment and presented by the AMAF. The award globally recognizes a research/insight procedure that has been successfully implemented and has a practical application for marketers.

According to Chris Chapman, President of the AMA Marketing Insights Council, OdinText earned this inaugural distinction for its contribution to advancing the practice of marketing by making data science accessible to non-data scientists. The cloud-based software enables marketers with no advanced training or data science expertise to harness vast quantities of complex, unstructured text data—survey open-ends, call center transcripts, email, social media, discussion boards—and to rapidly mine valuable insights that would not have been otherwise obtainable without a data scientist.

“Consumers are creating oceans of text data, but putting this tremendously valuable information to practical use has posed a significant challenge for marketers and companies,” said Chapman. “The nominations for OdinText highlighted how the company has distilled very complex applied analytics processes into an intuitive tool that enables marketers to run sophisticated predictive analyses and simulations by themselves, quickly and easily. This is exactly the kind of practical advancement we look for in awarding the Lavidge Prize.”

“Marketing is evolving, getting both broader and deeper in terms of skill sets needed to succeed,” said FreshDirect Vice President of Business Intelligence and Analytics Jim DeMarco, who nominated OdinText for the Lavidge Prize.

“OdinText provides marketers with the capability to access more advanced analysis faster and helps the business they work on gain an information advantage. This is exactly the kind of innovation our industry needs right now,” DeMarco said.

The Lavidge Prize was presented in a special ceremony on Monday, February 8th at the 2016 Analytics with Purpose Conference in Scottsdale, AZ. OdinText CEO Tom H. C. Anderson—a recognized authority and pioneer in the field of text analytics with more than two decades of experience in market research—accepted the award on behalf of the firm.

“One of our goals in creating OdinText was to build the tool from an analyst’s perspective, not a software developer’s, so that a marketer armed with OdinText could derive the same insights but faster than a data scientist using traditional techniques and tools,” said Anderson.

“To be recognized for this achievement by an organization like the AMAF, which has devoted itself to identifying opportunities to leverage excellence in marketing to reach a larger common good, is deeply gratifying,” said Anderson.

The Robert J. Lavidge endowment was established in 1999 to recognize the more than 50 years of extraordinary service and contributions that Bob Lavidge has given to the marketing profession. Lavidge has previously served as President of the American Marketing Association as well as the founding chair of the AMAF. He is a recipient of both of the major awards for recognizing leadership and outstanding contributions to the field of marketing research, AMA’s Parlin Award and the Naples Award from the Advertising Research Foundation.

OdinText is a patented SaaS (software-as-a-service) platform for natural language processing and advanced text analysis. Fortune 500 companies such as Disney and Shell Oil use OdinText to mine insights from complex, unstructured text data. The technology is available through the venture-backed Stamford, CT firm of the same name founded by CEO Tom H. C. Anderson, a recognized authority and pioneer in the field of text analytics with more than two decades of experience in market research. He tweets under the handle @tomhcanderson.

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