© 2007 megaputer intelligence utilizing text analytics in your voc program: analyzing verbatims...

© 2007 Megaputer Intelligence

Utilizing Text Analytics in Your VOC Program: Analyzing Verbatims with PolyAnalyst™

Sergei Ananyan Megaputer Intelligence

(812) [email protected]


Outline

• Project Highlights

• Value of Verbatim Analysis

• Historical Process and Need for Text Mining

• Capabilities of PolyAnalyst™

• Text Analysis and Report Generation

• Benefits of Text Analysis


Customer: Hospitality Company XYZ

• Global leader in development, operations and sales of Vacation Ownership resorts

• Over $1.5 Billion in sales

• More than 300,000 Timeshare Club Owners

• Distinctive resorts with more than 8,000 villas


XYZ Company Surveys

• 3 main areas of surveys:– Operations experience

– Sales and marketing experience

– Service experience

• 10 surveys run on a constant basis

• Mixed structured and open-ended questions

• Guest Satisfaction Survey (GSS)– 100,000 responses per year

• Sales and Marketing survey– 150,000 responses per year


Guest Satisfaction Survey

• Offered to– Owners– Guests– Rental guests– Owner exchangers (non-XYZ)– Preview package guests

• 10 open-ended questions accompanying structured questions– e.g. What was your overall impression of the resort property?– (If rated 7 or below): What causes you to feel that way?

• Questions follow customer touch-point map– Pre-arrival, online, gate house, check-in, wake-up calls, service,

landscaping, restaurant, owner’s seminar

• Goal: provide actionable feedback for onsite managers


Need for Text Analysis


Value of Verbatim Analysis

• Go beyond structured questions – very limited information

• Listen to what XYZ customers have to say – in their own words

• Tie quantitative scores to verbatim comments

• Provide proactive and actionable means for improvement at the Division, Site, and Regional Level

• Define what topics are reported at varying levels of satisfaction

• Assess whether XYZ is asking the right questions


Historical Text Analysis Process

• XYZ was categorizing verbatims from all surveys manually

Read each response Manually select categories


Challenges of Historical Process

• Helped create initial Category Map: 4 levels and 217 categories

BUT

• Required a person to read each comment and assign categories

• Different processes were used; No consistency

• Slow: it was taking one hour to read and assign 100 comments

• Reports were manually created

• Addition of new categories was based on human interpretation

• To handle the analysis of verbatims, XYZ needed a Text Mining tool


Requirements for Text Mining Tool

• Import survey results data and run word extractions on text

• Create categories (or buckets) to group similar comments

• Define patterns for automated text categorization

• Perform automated categorization of text responses

• Delineate positive/negative comments

• Save reusable analysis scenarios for future categorization projects

• Run extractions against the uncategorized comments


Requirements for Text Mining Tool

• Export categorization results and link back to specific comments

• The output must be compatible with standard reporting tools

• Added bonus: a scheduling component– At scheduled date/time it would retrieve/categorize data

• Provide insight into ratings and comments reported – For example, which words are most frequently reported when the

customer provides a structured score 3 or below?

• Ability to create a custom thesaurus that would group frequently reported words that relate to the business – e.g. room, villa, suite, condo, etc.


PolyAnalyst™ text mining tool

• Knowledge discovery tool for business users

• Easy-to-understand actionable results

Data Overload Useful Knowledge

PolyAnalystTM


Capabilities of PolyAnalyst

• Unlocks value hidden in massive volumes of data and text

• Solves all typical text analysis tasks:– Categorization– Clustering– Taxonomy building– Entity extraction– Natural language search– Multi-dimensional reporting– Visual link analysis

• Enterprise level scalability

• Visual creation of analysis scenarios

• Interactive visualization and drill-down

• Executive reports


PolyAnalyst extra features

• In addition to meeting all requirements of XYZ, PolyAnalyst offered the following extra features:– Automated spelling correction

– Words and patterns search

– Ability to discover unexpected issues

– Ability to automatically build taxonomies

– Dictionary editor for synonyms, abbreviations and stop-words

– Interactive reports for sharing results with business users

– Substantial ROI


Survey Analysis with PolyAnalyst

Automated Text Analysis

Data Analyst

Collecting & Storing Data

Decision Maker

Generating Reports


Step 1. Data Analysis


PolyAnalyst Analysis Scenario


Text Categorization


Text OLAP


Step 2. ReportingPolyAnalyst for Business Users


Site Manager’s Report: Food & Beverage


Site Manager’s Report: Villa Cleanliness


Benefits of Text Analysis with PolyAnalyst


Benefits

• Extracting value from massive volumes of text

• Dramatic reduction in the cost of data analysis

• Increase in quality and speed of the analysis– PolyAnalyst successfully categorized 95% of text verbatims

– The analysis time dropped from 1,000 hours to 10 minutes per survey

• Automated monitoring of data for known problems

• Timely discovery of emerging issues and trends

• Joint analysis of text and structured data

• Objective and uniform data-driven analysis

• Delivering interactive report to decision makers


Return on Investment

• Guest Satisfaction Survey – 100,000 responses per year (for all questions)

• XYZ runs 10 surveys annually

• Manual analysis– It takes over an hour to manually process 100 verbatims– Manual analysis of all verbatims would take over 10,000 man-hours– Projected annual cost of manual analysis of text responses - $500,000

• Based on $50 per hour gross cost

– Projected 5 year cost of manual analysis - $2,500,000

• PolyAnalyst analysis– Categorization of all verbatims takes an hour of machine time

• upon the initial taxonomy setup

– 5 year cost of PolyAnalyst survey analysis process – less than $400,000

• 5 year PolyAnalyst savings - $2,100,000


Handled Business Tasks

• Survey data analysis

• Call Center data analysis

• Repair notes analysis

• Incident report analysis

• Claims notes analysis

• E-mail target routing

• Competitive intelligence

• Fraud detection

• Intellectual property research


PolyAnalyst application domains

Government

Insurance

Financial

High Tech

Consumer Products

Manufacturing


Next Steps

Call(812) 330-0110

or [email protected]

120 W Seventh Street, Suite 314Bloomington, IN 47404 USA

© 2007 megaputer intelligence utilizing text analytics in your voc program: analyzing verbatims...

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