From the Leaders in Applied Text Analytics

Our Story

Founder Tom H. C. Anderson fell in love with natural language processing in graduate school in 2001. Subsequently as a consultant managing Starwood Hotels guest satisfaction program (comprising of over 1.2 million guest feedback records per year) Tom founded Anderson Analytics, the first marketing research firm to leverage natural language processing in applied consumer insights research. The firm informally partnered with and used early text analytics software from several analytics software firms.

The focus was very much on answering the “So What” question Fortune 500 clients were asking. During these early years the firm received several industry awards fortheir best practices and innovative methodology. As a result, their work has been published in several Decision Science text books, and presented at over a hundred industry events.

In 2011 seeing the gap between what business intelligence software firms were providing, and what businesses actually needed, Anderson Analytics began development on a new unique approach to text analytics (OdinText) that is superior to the traditional approaches that focus on sentence level understanding.

Until now, the approaches to text analytics have been some combination of either lingusitcics, Baysian Statistics or Machine learning. All three of these approaches suffer from a combination of constraints including requiring significant training data and customization, as well as the fact that they are completely focused on the individual comment level, excluding critical contextual information

In 2015 OdinText, Inc. was formed, and the software is now being used across a wide variety of industries, firms and data sets.

While the OdinText team has more experience in applied text analytics than any other software firm, the next chapter in the story will be written by you.

We are looking for curious analysts with interestingdata. OdinText is the best tool for understanding text and mixed (structured and unstructured data), the next chapter in analytics will be written by analysts who won’t have to worry about complicated or expensive software, but instead will be able to focus on what really matters – their data and the insights within it!


We are honored to have been recognized with awards for innovation and research best practices from above distinguished organizations. These awards include; AMA (American Marketing Association), ARF (Advertising Research Foundation), CASRO (Council of American Survey Organizations), and ESOMAR (World Research Organization)

Text Analytics is not just about the text (data & coding), it’s also about ANALYTICS. No one has more experience in applied text analytics than OdinText. With OdinText you benefit from over a decade of experience in applied text analytics.

They say that 90% of the world’s data was created in just the past two years, and that 80% of this data is in text or unstructured data. We have found text data to be the best way to understand complex relationships and cause and effect. Until recenty however text data was difficult if not impossible to work with in scale.The end result of a decade of R&D in applied text analytics , the OdinText analytics SaaS platform is the first approach to natural language processing that goes beyond sentence level understanding and leverages context.


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