Harnessing Unstructured Data with Text Mining Jarlath Quinn - - PowerPoint PPT Presentation

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Harnessing Unstructured Data with Text Mining Jarlath Quinn - - PowerPoint PPT Presentation

Dec 01, 2022 173 likes •346 views

Harnessing Unstructured Data with Text Mining Jarlath Quinn Analytics Consultant Rachel Clinton Business Development www.sv-europe.com A SELECT INTERNATIONAL COMPANY FAQs Is this session being recorded? No Can I get a copy

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A SELECT INTERNATIONAL COMPANY

www.sv-europe.com

Harnessing Unstructured Data with Text Mining

Jarlath Quinn – Analytics Consultant Rachel Clinton – Business Development

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A SELECT INTERNATIONAL COMPANY

FAQ’s

  • Is this session being recorded? No
  • Can I get a copy of the slides? Yes, we’ll email a PDF copy to you after the

session has ended.

  • Can we arrange a re-run for colleagues? Yes, just ask us.
  • How can I ask questions? All lines are muted so please use the chat facility

– if we run out of time we will follow up with you.

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Agenda

  • About Smart Vision Europe
  • Overview of Text Mining
  • Definitions of data availability and types
  • Analysing news and media output
  • Understanding customer sentiment
  • Categorising customer comment fields
  • Enhancing traditional analytics with unstructured information
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  • Premium, accredited partner to IBM specialising in the SPSS Advanced

Analytics suite.

  • Team each has 15 to 20 years of experience working in the predictive

analytic space - specifically as senior members of the heritage SPSS team

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Unstructured Data

  • 90% of the world’s data

was generated in the last two years and 80% of that data is unstructured

  • IBM
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Trending Applications

  • Google trends 2007 - 2013

Sentiment Analysis Social Media Analytics

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Driving value from data…

Transactional data

Profit / Effectiveness Insight

Descriptive Data Interaction Data Social Media

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Utilising a powerful, proven methodology

  • CRISP-DM: Cross-Industry Standard

Process for Data Mining

  • Each application can be developed

and progressed through a series of key phases

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Using Text Data to Address Key Objectives

grow risk attract retain

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Using Text Data to Address Key Concerns

attract

  • Social Media
  • Brand perception
  • Company reputation
  • Reaction to advertisements/campaigns
  • Call centre notes, emails
  • Enquiries from potential customers
  • Cancellation statements
  • Web
  • Website search terms
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Using Text Data to Address Key Concerns

  • Call centre notes, emails
  • Enquiries from existing customers
  • Enhancing existing models
  • Web
  • Website search terms
  • FAQ’s

grow

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Using Text Data to Address Key Concerns

  • Call centre notes, emails
  • Enquiries from existing customers
  • Complaints
  • Web
  • Website searches
  • Surveys
  • Feedback
  • Cancellation emails
  • Social Media
  • Negative sentiment

retain

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Using Text Data to Address Key Concerns

  • Assets
  • Computer Logs/ Browsing history
  • Web
  • Website searches
  • Call centre notes, emails
  • Insurance claims, fault notifications
  • Collusion
  • Social Media
  • Discussion of scams, fraud
  • RSS Feeds
  • Competitor/market monitoring

risk

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Example Text Analytics Applications

  • Insight/Sentiment Categorisation
  • What are the people talking about?
  • How do they feel about key topics?
  • Classification
  • How can we automatically categorise documents in a repository?
  • Model Enhancement
  • How can we incorporate text data to make better predictions?
  • Monitoring
  • How can we keep up to date with what customers/competitors are

saying about us/our products?

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www.sv-europe.com

Lets take a deeper look

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Advice to get started

  • Consider adopting a proven methodology e.g. CRISP-DM (www.CRISP-DM.eu)
  • What are you trying to achieve? Focus on Business Understanding and Deployment
  • Develop your own libraries of terms and categories
  • Consider integration with other business insight systems (e.g. MI/BI)
  • How will you know its worked? Focus on measuring the benefit – e.g. faster

categorisation, more accurate models, more timely decisions

  • You may not need to recruit specialists: data-literate, business-focussed people can

learn how to do this.

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www.sv-europe.com

Thank you

Contact us: +44 (0)207 786 3568 info@sv-europe.com