Text mining the buzz last week in Cannes

Since earlier we sang the creative praises of DraftFCB, it is time to turn our attention to the agency’s data work. The shop sent out a press release last week with the “results” of its customer intelligence team’s “text mining” of the buzz at Cannes. Sounds fancy, though it seems like we’re talking about putting Cannes + [term] into Google News and Technorati. In any event, the results aren’t shocking. Hot: ideas, interactive stuff, paeans to consumer control. Not: business results. (Wait, no one was talking about ad effectiveness at Cannes? Seriously?) DraftFCB provides a hard-to-understand matrix, where concept balls of varying sizes are all connected to each other with lines.