• by Laurie Sullivan  @lauriesullivan, November 6, 2009

Moxie Interactive has begun building a framework based on OpenAmplify's Semantic Web and Natural Language Processing (NLP) technology that will support a series of services, measurement, social monitoring, and brand planning tools.

The framework consists of Web Services, or modules, that allow the agency to quickly build out numerous pieces of its advertising IT infrastructure without having to create each function or tool from scratch. Think of the module as one function that Moxie can reuse to save time and money when building out advertising and marketing.

"We're building a set of core Web Services for internal use and to help clients," says Jason Williams, vice president of technology strategy for Moxie.

The tools range from widgets and reporting dashboards to desktop gadgets, and interactive pieces that will allow marketers to broadcast information from a central hub. The tools will provide an option to analyze information about a campaign running across the social Web, as well as measure the impact.

The infrastructure that Moxie plans to build allows clients like Coca-Cola, Home Depot and Verizon Wireless to integrate these features and functions in their Web sites. Moxie will continue testing the platform through March, with a scheduled rollout in mid 2010.

The platform will enable Moxie to aggregate data across blogs, social networks, MySpace and Twitter, and then analyze the data to make marketing decisions on behalf of clients. An application programming interface (API) will identify data in blog posts, such as authors' age or key trending topics. Moxie's "trend-spotting team" will tap the data to help clients to plan better campaigns.

The OpenAmplify Semantic platform relies on NLP to provide insights from online conversations. By capturing a look into consumer sentiment, the technology allows advertising agencies and ad networks to improve marketing campaigns and segment audiences. Moxie Interactive will use the data it generates to gauge consumer sentiment before, during, and after campaigns, as well as to guide clients on specific actions to take.