TextMiningTheLastwordYesenia González Pedraza

Text MiningRecent studies indicate that 80% of the information in a company is stored as text. TextMiningfocuses in discoveringamong a largequantity of textual information: PartnershipsTrendsDeviations

Open Questions…¿why do yousaythatyouliketheproduct?Insist and go in depth¿what do yourememberseeing?Ifyouwerethe manager ¿whatwouldbethefirstthingyou’dtomakeyourcostumersMore satisfied?

Riesgos al codificarRISKS WHEN CODIFYING Mediation of thecoder:Totheintervention of thepolltheone of thecoderisaddedwhomust decide and interpret.Impoverishment of thecontent: Whentheallowsanswers of greatdiversity- complexsurveys, contradictoryor vague- theinformationisconfused.Thelittlefrequentanswers are eliminated a priori.Therare, original and unclearanswersoriginated in thefirstreading are assignedto residual codes.Destruction of theform: theform of theinformationismutilated and oftenitscontentbecomesimpoverished.

TextMining¿Whoistalking?¿Whatis he saying?I’dinstall air conditioningand besidesthatI’dimplementappoinmentsbyphonetohavefasterattention.Youshouldpay more attentionwhenassitingthecostumerbecausewesometimeshavetowaitforhours.Modifythestoretobe more satisfied in thewaitingroom,respecttheturns.Theyoughttohave parking because are cars are towedawayDO NOT discriminatepeoplethat are notwearing a suit.Betterventilationbecausethe place istoosmall.

¿What is the costumer saying? satisfactionAMIABILITYSMILESPEEDcomunicationclarityPROXIMITYcomfortNOIDEALhelpEASINESS

APPLYING TEXT MINING TOMARKET RESEARCHYesenia González Pedraza

¿How can we apply text mining to market research?Identifying specific vocabulary by segmentsFind the words more frequently used in each group and the context of them.Identifythespectrum of thewordsyourclients use.Revise thecodification of the open questions.Communicate with your costumers using their languageRapidly find phrases wrongly classified

¿How can we apply text mining to market research?Finding the structure of word association in a textGraphicallyvisualizetheassociation of wordswithdemographicsegments, bahavior, etc.IdentifyvocabularyzonesVerifyifthereisprogression of thelanguageAs your costumers get older,they use different words to communicate the same idea..¡Learn them!Find the words of predominant usage feminine or masculine

IDENTIFYING SPECIFIC VOCABULARY BY SEGMENTS Yesenia González Pedraza

Identifying VocabularySemanticFieldsWordsthatcharacterizethesegmentsbyeithertheirpresenceorabsence.In the top there are the most frequently found words and segments in each group. and (positive particularity) . At the end of the list we find the least repeated words or segments found with less frequency (negative particularity)In this stage we find the repeated words and repeated segments by profiles allowing to recognize specific vocabulary.A,B,C

In the top there are the most frequently found words and segments in each group. and (positive particularity) .

At the end of the list we find the least repeated words or segments found with less frequency (negative particularity)

Identifying VocabularyIf you were the manager… ¿ What would you do to make your costumers feel more satisfied? Question asked to costumers in a household store chain.

If you were the manager… ¿ What would you do to make your costumers feel more satisfied?

Question asked to costumers in a household store chain.

Vocabulary C+Featurewords of thesegmentInternpercentageGlobal percentageInternfrequenciesTest valueGlobal frequencies20 11 70 192 5.34514 7 48 126 4.7026 2 22 42 4.57830 20 104 354 4.3237 3 23 53 3.806Positive particularityPARKINGCUSTOMIZEDGIVENEWPREPAREDTYPICAL PHRASES“Give specialized attention” Ind. 3455SPEEDMONEYOPENPEAKWOULD HIREMOODEVITARNegativeparticularity“The staff needs to be kind and gives clear information about all the products”Ind 5677

Vocabulary DFeaturewords of thesegmentInternpercentageGlobal percentageInternfrequenciesTest valueGlobal frequenciesPositive particularity52 41 355 727 5.22815 10 100 178 4.4971.8 1.6 1265 2959 3.9383 1 18 23 3.59826 21 178 369 3.4682 1 15 19 3.29244 38 305 670 3.288GOODASSIT THEMNOTREAT THEMAMIABLITYSPEEDMONEYTYPICAL PHRASESFOLLOW UPPRODUCTSSALESMANPRICEAFFABILITYCHANALIZEDCHANGE“Faster service and more affability” Ind. 275Negativeparticularity“I’d hire more staff” Ind 1293

The context of “NOT”BE HONEST ABOUT HOW MUCH THEY ARE GOING TO CHARGE TOBE FOOLISHEDTHAT THE CONTACT WITH COSTUMER CARE BE MORE PERSONAL AND BY PHONENOTTREAT COSTUMER EQUALLY WELL EVEN IF THEY ARE WEARING A SUITTHAT THEY ARE MORE ACTIVE WHEN ASSITING SOMEBODY AND THAT THE STORE DOES SMELL BADHAVE TO WAITOPEN MORE PLACES OR SPOTS SO THAT COSTUMERS WOULDPREFER PEOPLE THE STAFF IS ACQUAINTEDWITHTHAT THERE’S EQUALLITY AND THAT THEY DO

RECOMMENDATIONS The clients in level C + need an extra in the service of the chain. They need their purchase to be more comfortable generating actions that cutomise the service .Level D percieves descrimination. They need to be taken care of, to be listened to and to be considered just like anyone else.

The clients in level C + need an extra in the service of the chain. They need their purchase to be more comfortable generating actions that cutomise the service .

Level D percieves descrimination. They need to be taken care of, to be listened to and to be considered just like anyone else.

FINDING THE STRUCTURE OF WORD ASSOCIATION IN A TEXTYesenia González Pedraza

Structure of AssociationTheanalysis of correpondencesallowstoidentifyvocabularyzones in particular thosecharacterizedbysomeprofile : women, youngpeople, men of highlevel.Theassociationbetweenthe use of certainwords and thecharacteristics of theindividualsinterviewedismade visible immediately in thistype of representation .Findinfthesevocabularyzonesallowstocarryoutlaterdeeperexplorations .

Structure of AssociationExtracted from “Health in the cities” destined to point out life habits related to health. ¿What is Health for you?

Extracted from “Health in the cities” destined to point out life habits related to health.

¿What is Health for you?

Structure of AssociationHe canlessfewoneeachTo goseabadBe carefulproblemmentallyM+50generalnormalalready he canhealth canWe haveTo drinkejercicioTo dothingsworkTo haveasTo beprincipalallnonewellM-35formThere isbetterveryiswhenF-50M-20notsportsmokesamewellTo have sickM-50somethingIdonothingeatthatfisicsI havebadbecauseF+50bodyTobefeelfindI amhavinghappy lifediseaseyourworkgoodYou havefeelfisicallyforIt getsF-20fisicdiseaseshealthywellstateF-35A miwellmentalachesbringanypsychicI thinkmoneytootheirbutmyhefeedingpainsYou canFind yourselfdesiresnowpainPsychically

CONCLUSIONSThe observed configuration suggets the existence of a progressive evolution of the vocabulary as you grow older. There is a phase angle between genders ; the transition towards the use of certain words becomes to different ages, at an early age for women.There is a use of words differentiated by sex .

The observed configuration suggets the existence of a progressive evolution of the vocabulary as you grow older.

There is a phase angle between genders ; the transition towards the use of certain words becomes to different ages, at an early age for women.

There is a use of words differentiated by sex .

ADVANTAGES INTEXT MININGYesenia González Pedraza

fastLess mistakesOPEN QUESTIONSNo information lossGreater depthYesenia González PedrazaActionable Elements

TextMiningisalsoused in… Segmentation studies Concept evaluationAdvertising recollectionBlogs monitoringFocus groups

Segmentation studies

Concept evaluation

Advertising recollection

Blogs monitoring

Focus groups

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