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Author's profile photo Dan Everett

Integrating BI and Text Analysis

There is a lot of buzz about the business impact of social media. One area in particular that companies can use social media to improve business performance is to get a better understanding of the voice of the customer. Text analysis enables organizations to access, analyze and quantify unstructured data about their company, products, and services across a vast array of sources such as online forums, RSS feeds, blogs, call center logs, CRM systems, email archives, and surveys. It can then be displayed and analyzed using traditional BI tools to improve business performance. Some examples include

 

  • Improving customer loyalty, retention, and growth by better understanding and reacting to feedback about products and services, which helps increase revenues.

 

  • Improving product and service quality by identifying issues and trends that are not known or understood because the information is hidden in text, which helps decrease costs.

  

The following screenshots are from a “Voice of the Customer” dashboard that uses SAP BusinessObjects Text Analysis to process freeform comments in customer satisfaction surveys.

 

  

Traditionally the only way to utilize unstructured comments is through a time consuming process of manual review and tagging. With Text Analysis, the process of classifying each survey response is automated. For example, the pie chart shows how many comments expressed positive, negative, and neutral sentiment.

 

 

 

The Competitors tab displays comments about likes and dislikes from internet sources like online forums and blogs. This type of information can help marketing groups create more compelling and differentiated messaging and positioning.

 

 

The Region tab correlates product and service problems with geographic origin. This kind of information can help identify regional trends or preferences, so you can better serve regional markets.

 

I hope this blog has given you a feeling for the potential of what can be done by integrating BI and Text Analysis. In my opinion it enables businesses to get a deeper qualitative understanding of the customer, which improves decision making and strategic planning.

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      Author's profile photo Former Member
      Former Member
      Interesting to know that SAP is racing on apar with the E-trends .Understanding the consumer response form inertent sources like social networks,forums got prioroty and companies are creating their own groups to capture these space in various networks.This tool really removes the human labour and helps in understanding consumer behaviour.I am eager to know more details about this tool and it's functionality.Can you please help me where can i look for it.
      Author's profile photo Dan Everett
      Dan Everett
      Blog Post Author
      Hi Swapna,
      Documentation can be found on the SAP Help Portal.
      http://help.sap.com/
      Search for Text Analysis

      Collateral and Whitepapers can be found on SAP.com
      http://www.sap.com/usa/solutions/sapbusinessobjects/large/information-management/data-integration/textanalysis/brochures/index.epx

      Regards,
      Dan