CEO of Warwick Analytics Dan Somers is featured on Compare the Cloud talking about how using concepts instead of keywords with the latest in machine learning and AI can transform your text analytics.
When different people are voicing different issues, they will use different words and sentiments. Current analytics typically identifies just the keywords used, but this runs the danger of failing to miss the entire context behind the communication. Often a customer will merely imply a sentiment or intention instead of explicitly expressing it with specific keywords e.g. a customer in a restaurant might say ‘by the time my meal arrived, the food was cold’, the keyword would be flagged as ‘cold food’, when in fact the main issue was the slow service. There are also other limitations with using just keywords such as sarcasm, context, comparatives and local dialect/slang. The overarching message can often be missed and so the alternative is to analyse text data using ‘concepts’ instead of ‘keywords’.