phrase analytics a new dimension in text analysis · · 2013-09-30phrase analytics focuses on...

Phrase Analytics A new dimension in Text Analysis

Frank Kowalkowski Gil Laware

Words

Context Verbs

© Knowledge Consultants, Inc. & Information By Design, LLC 1998-2013

Agenda • Text usage in Business • Sources of Model Text material Ø Business Disciplines & Methodologies • Typical Analytic Approaches • Business Text Analytics Examples Ø Ranking Ø Impact Analysis Ø Comparative Analysis Ø Semantic Analysis • Business Implications

9/30/13 2 © Knowledge Consultants, Inc. & Information By Design, LLC 1998-2013

The Idea

Text usage in business – Some Thoughts

•  There are 3 big and broad categories of text usage in business: Ø  Web semantics for navigation, taxonomies, organization and search Ø  Document and content semantic analysis looking for keywords,

neighborhoods and phrase use Ø  Business models with phrase analysis looking for similarity or difference,

impact of change and relative priority ranking

•  An enterprise is represented by a collection of business models focusing on: Ø  Money, quantities and descriptions or text

•  Business models are made up of phrases Ø  Simple text phrases Ø  Simple structure

•  Coupled with quantitative methods you have a powerful tool for business analysis

Phrase analytics focuses on business models of all types…

•  Business models abound Ø  There may be hundreds even thousands, text models like written

procedures, graphic models with phrases like flow diagrams and connected phrase models like matrices

Ø  Connected phrase models are the most common Ø  There are 5 types of model structures, namely…

q  Lists, Trees, Matrices, Nets, Flows •  These models appear in many studies and tools •  They are the result of management interest in two things:

Ø  Complexity Ø  Change

•  Analytics can be applied to these phrases providing insight into impacts of complexity and change

Phrase-based Models

Sourcing Phrase Material •  We see and use these models every day

Ø  In various departments Ø  Disciplines Ø  Domains of knowledge Ø  Etc.

•  They should be captured and managed in one place but there are some management objections… Ø  Not likely, no time and we need results fast Ø  Costs too much, will it make money? Ø  Why should we do it, I’m out of here in 2 years?

•  Gathering, Structuring and Applying Analytics to these models is called Enterprise Analysis

Text Material

The many phrase models represent the structure of the enterprise…the architecture

Distribution channels Method objects like

credit algorithms

Data objects like addresses Telephone number list Organization chart

Functional decompositions

Product structure

Bill of materials

Warehouses

Office locations

Factory locations

Job titles Skill sets

Organizations or People

Locations Processes, workflows, analytic flows

Things, data, components

Some are tree structures like bill of materials, some are flows, some are matrices, some are big networks and some are simple lists but all have phrases.

Plus, systems, databases, risks, documents, technologies, competitors,

customers and so on

Process flows like order fulfillment

There can be as many as 25-to-30 categories of things

The Architecture(s)

We are looking at how phrases relate to other phrases!


To communicate effectively and efficiently the business by using simple phrases

Usually Phrases

These represent relationships between text things … phrases


Business process methodologies use “simple phrases” to show flows across organizations & people

And more Phrases

•  The goal of phrase models is simple:

Ø  Seeking Clear Communication Ø  Phrases are intended to support mental model Ø  Phrases use graphics to show model structure Ø  Depicting the relationships between things


Some models are complicated but still are made up of phrases

Even Walt Disney used Models

Business Disciplines & Methodologies 9/30/13 10 © Knowledge Consultants, Inc. & Information By Design, LLC 1998-2013

Business Disciplines are a good source of material

Management Discipline Used

Ø  Value Chain

Ø  Balanced Scorecard

Ø  5 Model Ø  Etc.

Contemporary Sources of Materials

Business Disciplines & Methodologies 9/30/13 11 © Knowledge Consultants, Inc. & Information By Design, LLC 1998-2013

Business Environment & Business Model

Reference models & Packages

Ø  Decompositions

Ø  Policies-to-Procedures

Ø  Flows

Ø  Data or Class Models

ü  Use Phrases

ü  Use Phrases

Contemporary Sources of Materials

Core Business Text Analysis Idea

9/30/13 © Knowledge Consultants, Inc. & Information By Design, LLC 1998-2013 12

Management Interviews:

(Process Hierarchy)

(Based upon Enterprise Analysis)

Bottom-Up Perspective

Work Interviews:

(Process Flows & Execution Hierarchy)

Reference Models & Packages


Construct Architecture

Identify Solutions

Migration Strategy

Management Discipline

Used

Reconciliation

Strategic Plans

Top-Down Perspective

Bottom-Up Perspective

Reconciliation

Top-Down Perspective

Formulating the Business Structure or Architecture!

{ Ø  Compare Ø  Contrast

Ø  Analyze Phrases

Ø  Run Inferences

Ø  Build new models

Ø  Rank {

Construct Architecture


Identify Solutions

Migration Strategy

Business Disciplines & Methodologies

Core Business Text Analysis Idea

Phrase Models Can Look Pretty Complicated

Process Portfolio Process Architecture Decompositions Flows Matrices

Applications

Bus

ines

s Pr

oces

ses

Information

Bus

ines

s Pr

oces

ses

Equipment

Bus

ines

s Pr

oces

ses

Communications

Bus

ines

s Pr

oces

ses

System Software

Bus

ines

s Pr

oces

ses

Application Portfolio

Application Architecture

Document Portfolio Contracts Polices Procedures Work Instructions

Product/Service Portfolio

Product/Service Architecture Business Initiatives

Bus

ines

s St

rate

gies

Business Processes

Bus

ines

s In

itiat

ives

Business Documents

Bus

ines

s Pr

oces

ses

Business Organizations

Bus

ines

s Pr

oces

ses

Business Locations B

usin

ess

Proc

esse

s

Business Decisions B

usin

ess

Proc

esse

s

Business Knowledge

Bus

ines

s Pr

oces

ses

Knowledge Portfolio

Architecture relationships


Typical Analytic Approaches

• Rankings • Impact analysis • Comparative analysis • Alignment analytics • Semantic analytics


Basic Business Analytics

Business Phrase Analytics - Ranking

• The Ranking Concept Ø  Phrases can be ranked using two techniques:

q Quantitative values attached to the phrase (an attribute of the phrase) ü Quantitative values are often indicative of yield opportunity

related to change

q Touchpoints that relate to the phrase, touchpoints are other phrases that connect to a particular phrase ü Touchpoints are often an indicator of risk related to change

• Resulting rankings can also be paired in a 4-box type of analysis for combined rankings


Ranking for Decision-Making

Using quantities and touchpoints for a ranking

Yield Risk

Risk

Yield

Presented in 4-Box Display

Business Phrase Analytics – Impact Analysis

• The impact concept: Ø  Phrases are organized into categories, such as: locations,

organizations, documents, processes, strategies, and so on Ø  Relationships between phrases can by represented by

matrices that relate these categories Ø  The matrices are connected to each other by common

categories q The columns in one matrix are the same as the rows in an

other q The rows in the first matrix are related to the columns in a

second matrix thorough the common category q The technique is called inferencing with matrices

Doing an Impact Analysis


Tying Strategy to knowledge to see impact


Impact Analysis – An Example

A simple inferred impact analysis

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5 2 2 6 5 2 6 3 4 4

8 5 5 6 5 6 4

What does this mean? Like an alert… If you change the “Create Value Added” strategy

you may impact many knowledge nuggets

Impact Analysis – An Example

Business Phrase Analytics - Comparisons •  The Comparative Concept:

Ø  Comparison is useful in a number of situations like a merger, acquisition, consolidation, gap analysis, and differential analysis

Ø  Usually 2-to-5 sets of phrases are compared to see if they are similar or different.

Ø  Each set of phrases represents several categories such as: Locations, Organizations, Processes, Systems, etc.

Ø  The sets are compared to some target like: an existing enterprise that is considering a strategic change via merger, wanting to know if consolidating 2 operating units will be an issue, or even which software package best fits the enterprise


Comparative Analysis – An Example

4 Key categories were used for the comparison

Comparative Analysis of 2 Acquisition Candidates Using Architecture Components

100% Match Alpha Beta Choice

PRC 63% 60% A

LOCS 95% 68% A

DOCS 57% 68% B

APPS 75% 66% A

65% Match

PRC 68.50% 60% A

LOCS 100% 100% Both Tie?

DOCS 71.50% 84% B

APPS 82% 83% B Tie?

PRC – Processes LOCS – Locations DOCS – Documents APPS – Applications

Comparison was done on a 100 % match basis and again on a 65 % match basis

Alpha – Merger candidate A Beta – Merger candidate B Comparison is done against same categories from acquiring company

Comparative Analysis – An Example

Business Phrase Analytics – Simple Semantics

• The Simple Semantic Analysis Concept: Ø Sets of phrases and linguistic tokens (symbols) are used

q  In this case, we used words as the tokens q Frequency analysis is used to identify keywords q Common terms and phrases are identified based on 100%

or partial match

Ø Useful for identifying: q Common terms for drill down taxonomies q Corporate language usage q Potential culture and linguistic term problems


Semantic Analysis – An Example

Looking at two parts of an insurance company using process names

Words taken from claims and policy process models at the top of the list are

keywords

Comparison of common words in the two models

Semantic Analysis – An Example

Another form of semantic comparison - coverage

Semantic Analysis – Coverage

Another approach to same type of coverage

Symbols have over 75% similarity

Phrases have only 62% similarity

Semantic Analysis – Coverage

•  Easy-to-use structure provides phrase analytics for multiple assessment views of alternatives •  Assessing impact of:

Ø  “Change” – Assess using Impact Analysis Ø  “Complexity” – Evaluate using Touchpoint Analysis Ø  “Ranking” – Prioritize using touchpoints and quantitative attribute Ø  “Similarity” – Compare and Contrast for consolidation and

integration •  Identifying best use of enabling assets such as knowledge through a

reliable, predictable, consistent, and cost effective analytics •  Reduces analysis time and overall project costs by 10-to-30 %


Business Implications and Values


Business Implications and Values

•  Builds baseline foundation (sliver at a time projects) for capturing the overall business for analysis of alternatives •  Provides linkage of business operations to knowledge and

other process enablers - coupled for rapid, effective use •  Phrase analytics is used across many industry sectors:

banking, computer & information systems, consulting, finance, government, insurance, manufacturing, retail, and transportation •  Phrase-based analytic capabilities tie business assessment

with factual-based decision-making

Thank You Use Phrase Analytics to improve

Business Performance …
