Data. Insights. Conversions. These three words are thrown around quite a bit in the digital world, regardless of the industry. And the reason for their popularity is fairly obvious. The insights we derive from proper data analysis steer us towards ways of achieving increased conversions. A slightly less obvious observation, however, is the kind of data we use to reach these conversions
When it comes to online user feedback, theres a lot to be said about quantitative data (e.g. metrics such as Net Promoter Score, Customer Effort Score, & Customer Satisfaction) but still little is known about the qualitative side (e.g. open answers), or the unstructured data. While metrics such as NPS can easily be measured and displayed in charts or an Excel sheet, qualitative data isnt quite as straightforward if you dont have the means to analyse it. Enter Text Analytics.
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