using text mining to enhance enterprise-wide business decisions
TRANSCRIPT
Using Text Mining to Enhance Enterprise-Wide
Business Decisions
Online seminar presented by:
David Purcell & Doug Bryan
June 19, 2002
Business Intelligence…
• Get the Right Information• To the Right Person• At the Right Time• To Make the Right
…Business Decisions
Today’s Agenda
• What is Text Mining?
– Structured Text – vs. – Unstructured Text
– Linguistics and how it is used in Text Mining
– Applications of Text Mining
• How Text Mining is used through an email application to streamline a business process
• How Text Mining can be used to discover patterns and relationships in text to streamline a manufacturing business process
Text Mining……extracting business intelligence from unstructured text using linguistics and statistics enabling users to quickly identify key concepts, and the relationships between them, within thousands of documents
Concepts
Text
NLP*
The capability to understand human language is provided to computers through the power of linguistics - *Natural Language Processing
Text Mining & Linguistics
.doc
.pst
.msg web
Linguistic Example
Insect
Linguistic Example
software
Insect
medicine,molecular biology
automotive
Today's Agenda
What is Text Mining ?
Structured Text – vs. – Unstructured Text
Linguistics and how it is used in Text Mining
– Applications of Text Mining
• How Text Mining is used through an email application to streamline a business process
• How Text Mining can be used as an added benefit to traditional data mining to make better business decisions
Applications of Text Mining
Understanding customers better Competitive IntelligenceAutomated document management Customer complaint analysis Cross-sell/Up-sell Survey analysis Enhanced data mining Quality control Customer support Government intelligence
Research Product development Fraud analysis Public opinion Disease management Claims analysis Customer satisfaction Sales feedback analysis Email analysis for CRM Business performance monitoring
Information pipelines
sales
demo-graphics
surveys
Transactions
Information pipelines
sales
demo-graphics
surveys
call center
Transactions
Text Mining Email Example
Inbound Email Outbound Email
Taxonomy
Taxonomy
Text
Mining
Text
Mining
Text
Mining
Text
Mining
Email Response
Today's Agenda
What is Text Mining ?
Structured Text – vs. – Unstructured Text
Linguistics and how it is used in Text Mining
Applications of Text Mining
How Text Mining is used through an email application to streamline a business process
• How Text Mining can be used to discover patterns and relationships in text to streamline a manufacturing business process
Warranty reportsFirst name
Last name
Street
City
State ZipWAWA
Product BMX 330BMX 550RBX 12Sirax 220Street E3
BMX 330BMX 550RBX 12Sirax 220Street E3
RBX 12Replace Repair
Problem description:
Mining “problem description” fields
RBX 12 Mountain Bike
RBX 12 Mountain Bike
FX frameFX frame
chromoly buttingchromoly butting
head tubehead tube
spokesspokes
Fimano 33G derailleurFimano 33G derailleur
Mining “problem description” fields
RBX 12 Mountain Bike
RBX 12 Mountain Bike
FX frameFX frame
chromoly buttingchromoly butting
head tubehead tube
spokesspokes
Fimano 33G derailleurFimano 33G derailleur
33 74
Cost of a defect over time
time
cost
Cost of a defect over time
time
cost
Applications of Text Mining
Understanding customers better Competitive IntelligenceAutomated document management Customer complaint analysis Cross-sell/Up-sell Survey analysis Enhanced data mining Quality control Customer support Government intelligence
Research Product development Fraud analysis Public opinion Disease management Claims analysis Customer satisfaction Sales feedback analysis Email analysis for CRM Business performance monitoring
Business Intelligence…
• Get the Right Information• To the Right Person• At the Right Time• To Make the Right
…Business Decisions
Conclusion and Q&A
Contact us or one of our other text mining experts by calling 800-543-5815.
David Purcell [email protected]
Doug Bryan [email protected]