1. Megaputer Intelligence
Utilizing Text Analytics in Your VOC Program: Analyzing Verbatims with PolyAnalyst™
Sergei Ananyan
Megaputer Intelligence
(812)

2. 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

3. 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

4. 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

5. 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

6. Need for Text Analysis

7. 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

8. Historical Text Analysis Process
XYZ was categorizing verbatims from all surveys manually
Read each response
Manually select categories

9. 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

10. 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

11. 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.
All these requirements were met by PolyAnalyst™ text mining tool

12. PolyAnalyst™ text mining tool
Knowledge discovery tool for business users
Easy-to-understand actionable results
Data Overload
Useful Knowledge
PolyAnalyst TM

13. 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

14. 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

15. Survey Analysis with PolyAnalyst
Generating
Reports
Data Analyst
Collecting &
Storing Data
Automated
Text Analysis
Decision Maker

16. Step 1. Data Analysis

17. PolyAnalyst Analysis Scenario

18. Text Categorization

19. Text OLAP

20. Step 2. Reporting PolyAnalyst for Business Users

21. Site Manager’s Report: Food & Beverage

22. Site Manager’s Report: Villa Cleanliness

23. Benefits of Text Analysis with PolyAnalyst

24. 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

25. 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

26. Handled Business Tasks
Survey data analysis
Call Center data analysis
Repair notes analysis
Incident report analysis
Claims notes analysis
target routing
Competitive intelligence
Fraud detection
Intellectual property research

27. Select Customers Government Insurance Financial High Tech
Pharmaceutical
Marketing
Manufacturing

28. Next Steps (812) 330-0110 sananyan@megaputer.com Call or write
120 W Seventh Street, Suite 314
Bloomington, IN USA