The 2012 NBA Finals and the art of text analytics

Customer Strategy Consulting

Tonight during the NBA finals, check out the trending key words on The Weather Channel. Regardless of the weather in your area, you might see Thunder and/or Heat. 

Why? Because people are talking about the NBA finals featuring the Oklahoma City Thunder and the Miami Heat. 

Text analytics offers tremendous value to customer retention strategies, but it involves more than the science found in a natural language processor (nlp). There is an art involved too.

Ensuring that the categorization model and sentiment tuning reflect the true intent of the unstructured data, business analysts need to stay in tune with the context in which customers are talking about their experiences and the corporate brand.

If the Weather Channel wanted the trending key words to reflect weather related discussions in the area, they should exclude comments associated with these two teams and other similar sports teams.

Photo Credit: Talk Sports Philly

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