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

1. Utilizing Text Analytics in Your VOC Program:Analyzing Verbatims with PolyAnalyst™ Sergei Ananyan Megaputer Intelligence (812) 330-0110 sananyan@megaputer.com

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 RegionalLevel • Define what topics are reported at varying levels of satisfaction • Assess whether XYZ is asking the right questions

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

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.

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

16. Step 1. Data Analysis

17. PolyAnalyst Analysis Scenario

18. Text Categorization

19. Text OLAP

20. Step 2. ReportingPolyAnalyst 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 • E-mail target routing • Competitive intelligence • Fraud detection • Intellectual property research

27. PolyAnalyst application domains Government Insurance Financial High Tech Consumer Products Manufacturing

28. Next Steps Call (812) 330-0110 or write sananyan@megaputer.com 120 W Seventh Street, Suite 314 Bloomington, IN 47404 USA