DECEMBER 2021 ISSUE 8

DATA INSIDER EMPOWERED BY

"DATA ARE JUST SUMMARIES OF

IN THIS ISSUE:
THOUSANDS OF STORIES"
- DAN HEATH The Events

Text Analytics

Out-of-the-box

Tips & Tricks

Feed your curiosity

THE HULT HUSTLER BCG RECAP

by Erica Moulet Vargas by Felipe Dominguez

Week-long Hackathon Last week, in collaboration with the Hult Consulting

From January 24th to January 30th, 2022 Club, we have the opportunity to have a "fireside"

conversation with Emilio Lapielo, partner at BCG, at our
Join to solve real-world problems and add experience to Boston Campus.
your portfolio by being part of the first global hackathon Emilio talked about his experience at consulting and
working for a real company in the pharmaceutical share with us key insights.
industry. Do what you love
The hackathon will be conducted using R & Tableau and Do projects you can show off, this will differentiate
presented to two panels of judges. And do you know you from the rest
what is the best part? It is open for all levels of If you are starting your path in Data Science, Python
experience, all the programs, and all the campuses. It is will be your best friend.
your time to show your value and network. Learn about new trends in the industry and keep
This event is a fun and dynamic way to grow your yourself up to date
portfolio where you can win prizes, be reviewed by Both clubs gave a donation on behalf of Emilio to the
panelists in specialized fields, network with them and food for free ONG.
your peers.

So get ready and be part of the change!

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DECEMBER 2021
TOMORROW'S DIGITAL GOLD RUSH
by Arjun Manohar
Text analysis is tomorrow’s digital gold rush, but first we
need to differentiate structured data and unstructured
data. Structured data only accounts for 20% of all total
available global data by most recent estimates. The
remaining 80% of the world’s data is unstructured.
Unstructured data do not follow any specified format and
this lack of structure makes handling this data very
difficult. They can in form of text, emails, speech, audio, or
video.
This is where the protagonist of this article comes into the
scene, enters text analysis. In simple terms, text analysis or
text mining is the process of analyzing textual content
present in unstructured data by converting it into a
structured format. By transforming the data into a more
structured format we can analyze textual patterns and
trends using machine learning, statistics, and linguistics or
sentiment analysis (IBM Cloud Education, 2021). To the
more seasoned machine learning technocrats, this is not a
new concept by any stretch of the imagination. Concepts
like Natural Language Processing (NLP) have come a
long way since earlier versions of Siri to Google’s frankly
telepathic predictive text algorithms in Gmail.
But for the more budding analysts, such as myself,
understanding and working on text analytics has been a
revelation thus far. The process is easy to comprehend and
replicate. It all starts with identifying what text files you
would like to analyze and collating them. Then we
proceed to tokenization, which is the process of breaking
down long-form texts like sentences into a single word or
collection of words called tokens. These tokens are then
used to analyze sentiments or perform text clustering.
There isn’t one predetermined process. It entirely depends
on the objective of your analysis and the language you
are comfortable coding in.
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ISSUE 8
The marketing perspective :
Let’s assume you are a marketing analyst for top-tier consumer
electronic company, and you have just released a game-changing
new product into the market. Ordinarily, you would wait a few
months and run a customer satisfaction survey and analyze star
ratings or appoint a third party to collect the responses for you. In
any case, the first resort would be somehow converting these
qualitative data into a quantitative form. Or collecting data in such
way it’s easy to analyze, i.e., the NPS score format. But in both
these cases you’d be ignoring a crucial element of human behavior,
that is irrationalities and specificity when comes to human
emotions. We all express ourselves rather uniquely, but there is a
hidden pattern amongst these responses.
Using text analysis along with sentiment analysis you can analyze
the qualitative data, qualitatively and quantitatively. You will be
able to find out customers' pain points or understand why
customers prefer your brand over others by analyzing, those
specific words they associate your brand with, we call these words
descriptors. Taking things further, you can quantify the correlation
between two descriptors, to understand how strongly or loosely
those words affect your brand or product. Lastly, and arguably
the most important use case of text analysis is seeing how your
brand or product stacks up against your competitors.
How you ask? With text analytics you aren’t limited to data
collected from surveys, you can analyze textual data from pretty
much anywhere, even social media. Your customers tend to expose
information about your competitors whilst talking online and they
make comparisons between your product and your competitors.
Using text analysis on such data will provide valuable insights into
customers’ reaction to your product; whether it’s working as
expected or malfunctioning; and this allows you to compare your
product's performance with that of your competitors.
This also gives you an idea of market penetration of your newly
launched product.
DECEMBER 2021 ISSUE 8

NEW FUNNY GUY

by Cristian Witcher
One of the most interesting parts of text analytics is sentiment analysis, as
understanding humans requires machines to find ways to quantify emotion and
contextual intent. Ultimately, this has allowed us to finally accomplish one of our
greatest achievements in history: teaching a machine to tell jokes.

Similar to the process used in sarcasm detection, AIs rely on sample data sets to
break down jokes and identify "questions" and "answers" to break down the
"essence of humor". By breakdown jokes down to evaluate their funniness, the
type of joke it is, and what contextual signals make the joke funny, the AI can be
trained to make jokes! Check out the QR code to read in depth how someone
built an AI program that made its own jokes!

While unfortunately my ego was bruised when I found out even a machine can
be funnier than me, here is my favorite AI generated joke:
What do you call a cat does it take to screw in a light bulb? They could worry
the banana. (@JanelleCShane)

TIPS & TRICKS

by Erica Moulet Vargas
As mentioned in Arjun's article, text analytics comes
in multiple forms and you have many ways to obtain
results from unstructured data. Indeed, from analysis
of the sentiments of a text, creation of word clouds,
use of TF-IDFs to the use of Machine Learning to
classify words into different topics. That is why Hult
Data Global recommends you have a look at Julia
Silge's book for you to have the keys to text analytics.

LEARN ABOUT YOURSELF

WITH ANALYTICS
by Nicola Bini
Tech companies love to analyze data to learn
about consumers' preferences and ultimately
deliver targeted ads, but what if consumers
explore their own data to learn more about
themselves? GO FOLLOW:
Callum Ballard, Head of Analytics at Busuu, @hultdata
asked himself the same question and decided
to use NLP to understand how happy his
in/hultdataglobal
girlfriend is. Its results are interesting to say
the least, but hold yourself before you send
your confidential Telegram data with your discord.gg/QeMURRWXCG
partner to a suspicious website, finding out if
your new job has impacted the way you
@hbdaclub
communicate can be beneficial, but your
privacy is more important.

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