Dentsu develops planning software that analyses words in ads

- Japanese advertising agency Dentsu has developed new software that allows it to analyse text used in advertising to help develop new ideas and concepts.

- Japanese advertising agency Dentsu has developed new software that allows it to analyse text used in advertising to help develop new ideas and concepts.

Dubbed DE-FACTO, which stands for Dentsu Flexible Analyser of Context and Opinion, it originates from experimental text mining software that was first developed by Japanese computer firm, Fujitsu.

In the past, it has always been hard for computers to analyse the Japanese language because sentences do not include spaces between words. The new software gets around this by analysing units of vocabulary and breaking down sentence structure by degree of relevance.

According to a Dentsu spokesman, "DE-FACTO can be used to pick out consumer insights from market research findings and help with advertising concepts and generation of ideas."

The agency said it is now looking at ways to use the software to analyse data on the web as well.





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