Alteryx & Microsoft Enable Analysts to Gain Deeper Insights from Text Analytics

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We all want our customers to love us and say great things about us. Who doesn’t? In order to get this desired reaction, marketers strive to create programs and campaigns that focus on enticing positive sentiment. Sentiment analysis, the contextual and non-contextual cues embedded in social engagements, is therefore an important part to marketers because it can help drive marketing campaign decisions ranging from which channels to deploy to what reactions to entice in customers.

Organizations routinely collect data on customer sentiment via surveys. However, measuring and analyzing the sentiment contained in the customer feedback is not always easy to do. Furthermore, visualizing this data can be difficult if the data isn’t exactly accurate.

Performing sentiment analysis should be easy, so we’ve teamed up with Microsoft to enable marketing analysts to quickly perform this type of text analytics. We’ve combined the drag-and-drop workflow environment of Alteryx with the Azure Machine Learning Text Analytics API to allow analysts to perform sentiment analysis and key phrase extraction on unstructured text. In the video below, we show an example of a Survey Sentiment Analysis workflow that comes pre-built as part of the Alteryx Starter Kit for Microsoft. 

In the workflow we process corporate survey responses to find a numerical sentiment score that will both show trends and more importantly enable a large amount of data to be scanned to find the most negative comments. Then we use the Azure Machine Learning Text Analytics tool to extract the most negative and positive comments. From there we simply output the data to Microsoft Power BI to create powerful visualizations that produce impactful insights.

Want to try this out? Download the Alteryx Starter Kit for Microsoft and start performing sentiment analysis and key phrase extraction on your unstructured data today!