text semantics and cognitive solutions

INSIGHTS. ANALYTICS. INNOVATIONS.

INSIGHTS|ANALYTICS|INNOVATIONS

Text Semantics and Cognitive Solutions

Engaging Customers Through Knowledge Augmented

Expert Systems

… by using customer reviews, wikitravel, social media …


Key Business Objective(s)

• Summarize insights from online customer reviews on hotels

• Enable search based on hotel reviews and feedback content tags

• Intelligence insights and smart search tool based on travel location and hotel information

Review a hotel not based on rating only but also based on feedbacks given by guestsSearch a hotel not based on price and location only but also based on key words like “child friendly”


Customer Reviews Data from Web portal, wikitravel & Social Media

Location – Paris, 10 Hotels

Reviews from travel web portal, Facebook, Google

Text – English Language (1643 reviews)

Location Wiki Data of 15th Arrondissement from wikitravel.org


Sample Information Extraction from Text (Reviews)

“Great experience. We really enjoyed our experience staying at the xxxx at the CDG Paris airport. The was welcoming and informative explaining in English about the hotel. Dinner was a wonderful experience, great food and wine and desserts. Breakfast was equally good too, though coffee is considered an extra not an essential as Americans would say! The location was perfect for access to the CDG Paris Airport and taxi service worked well, though there is construction around the hotel”

Entities

CDG Paris Airport

Breakfast

Wine

Desserts

Taxi

Themes

WonderfulExperience

Airport hotel

Easy access

Topic Category(s)

Food

Environment

Service

Intent/Opinion

Recommend for Airport

hotel

“Close to Capital XXX but not very clean. (bed bugs). The hotel is very close to eiffel tower, they people at the desk was friendly. When we arrived they had a problem with the system and our reservation does not showed up, the wifi was not working that night. Other problem we had is that there was bed bugs in the bed. we have lot of bites in the back and shoulders. And finally I was charged 2-5 euros for a drink at the fridge that I didn`t took. I never even opened the fridge and they charged me. I don`t care about 2.5 euros but this is not correct.”

Entities

Bed bugs

Eiffel

wifi

charged

problem

Themes

Insect Bites

Location

Service

Topic Category(s)

Health

Comfort

Intent/Opinion

Poor service

Poor hygiene

Recommend for tourist location

Positive Sentiment Negative Sentiment


Topic and Entity Insights – Customer Reviews of 10 Hotels in Paris

• Topic wise sentiment polarity (positive, negative, neutral

• Identify customer behaviour by region – topics of interest base on topic entity mentions by traveller origin.

• Which entities are usually mentioned together in comments – help to focus on key elements and customer interests.

Topic Based Polarity Analysis

Food Drinks Bed Toilet Curtains Wifi

Food 210 89 33 12 21 9

Drinks 89 187 42 31 11 38

Bed 33 42 125 67 31 42

Toilet 12 31 67 82 27 34

Curtains 21 11 31 27 36 12

Wifi 9 38 42 34 12 63

Entity Mention Correlation Matrix (illustrative)


Customer Reviews Analytics for Hotel Capital XXX, Paris

Hotel Capital

XXX

Reviews from travel web portal

Wiki data from

wikitravel

Social Media

Reviews from

Facebook

Detailed analysis and intelligence from text content using customer reviews on travel portal, Facebook customer reviews and wikitravel location details.


Hotel Capital XXX- Customer Review Summary

Entities and Attributes Extracted from ReviewsTopic Entity Data Source Contextual Attributes from Review Details

with % of mentions in Text Corpus.

Locate Travel Portal Great (43%), Excellent (7%), Good (7%), Ideal (5%)

Hotel Travel Portal Nice (15%), Clean (6%), Great (5%), Small(4%)

Hotel Staff Travel Portal Friendly (30%), Helpful (21%), Great (5%)

Walk Travel Portal Short (56%), 5 Min (22%), Easy (22%)

Bed Travel Portal Comfort(58%)

Room Travel Portal Small (20%), Clean (16%), Comfort (6%), Cozy (2%), Quiet (2%)

Stay Travel Portal Great (27%), Short (14%), Excellent (9%)

Service Travel Portal Great (38%), Hot Water (41%)

Time Travel Portal Late Night (22%)

Restaurant Travel Portal Good (17%), Nice (11%)

Room Facebook, Google

Clean (29%)

Staff Facebook, Google

Friendly (56%), Helpful (23%)


Hotel Capital XXX- Wiki Topic Tags Extraction

**Source: http://wikitravel.org/en/Paris/15th_arrondissement

Topic Entity Data Source Contextual Attributes from Review Details with % of mentions in Text Corpus.

Locale Wikitravel.org South-west, Left Bank, Up Market, Quiet

Landmarks/Organizations Wikitravel.org Musée des Arts Premiers, Saint-Michel-Notre Dame, Metro, McDonald's on Place Charles Michel

Person Wikitravel.org Necker, Saint Lambert, Charles Michel

Food Wikitravel.org Local (Le Petel), Café Zinc-Zen, Irish Pub

Transport Wikitravel.org Metro (Bir-Hakeim, Champ-de-Mars), Train, Tram, Bus, batobus

Technology Wikitravel.org Wifi


Hotel Capital XXX- Topic Tagging Solution

ServiceLocation Staff

Room Hotel

Attractions Locale Transport Food Shopping Famous

Wiki topic tags based on hotel related content available on web, social media, books, news etc

Customer Review topic tags

Things to Do Places


Hotel Capital XXX- Topic Attribute Review Details

Location

Tags(s) Reviews

Sentiment: Strongly Positive

Attributes: Excellent, Good, Satisfied

Places : Eiffel Tower, Seine River, RER

• Excellent Hotel fantastic location. Very good and excellent experience great location very friendly, helpful, professional staff very clean place very satisfied with entire stay

• Top notch. Close to Eiffel Tower, perfect locations, staff at hotel very lovely and helpful. Restaurants next door was very good.

• Perfect!!!. This hotel is the perfect option for a city break in Paris. All of the staff are extremely friendly and helpful, the hotel was maintained and cleaned to an exceptional standard and the location is ideal, less than a 5 minute walk from the Eiffel Tower. I emailed the hotel before we arrived to request a balcony room with a view of the river Seine. The hotel responded to my email straight away and the request was fulfilled when we arrived. I had planned to propose to my girlfriend whilst in Paris and after some thought I decided to do it in the lovely courtyard area where you can enjoy a peaceful drink within the hotel grounds. It turned out to be the perfect place with it being quiet, personal, set in beautiful surrounds and we also got to enjoy a complimentary bottle of champagne from the staff. We both enjoyed everything about this trip and highly recommend it to everyone. We will be back!

• Ideal Location. Just outside one metro and one REF station. Plenty of options to eat. Friendly staff. Clean rooms.• Ideally situated hotel. Return visit and hotel still as great, ideally situated, friendly helpful staff• Nice hotel close to the attractions.. Great weather, friendly and helpful staff with a nice clean environment.• Lovely and small. Excellent near Eiffel , river , and metro! Good staff , reception is open 24hrs, free wifi , nearby lots

of eateries , 5min walk to Eiffel so we saw it from every angle at all times of day/night ! Enjoy Paris!!!!

Detailed insights into reviews grouped by contextually relevant topic attribute tags and entities.


Cognitive Solution - Creating Knowledge from Data


Digital Knowledge Ecosystem – Hotels

Destination

Hotels

Reviews

Ratings/Comments

Images

Social Media

Blogs

Wiki

Lonely planet

Hotel Website

Travel Diaries

Books

News/Events

Social Media

Local News

Location

Wiki

News/Events

Places

Transport

Food

Travel

Flights

Bus

Car

Cruise

News/Events

News Channel

Social Media

Local News

Have a Budget.

Want a good experience

Have safe trip

Explore the best

Relax and chill

Make the rightChoice – hotels,Food, places, transport

Customers Sample Digital Knowledge Ecosystem - Travel & Tourism

Know all suggestions

Hotels

Need more customers

Personalized experience

Competitive Pricing

Effective Campaigns

Improve CustomerService

Track Consumer Behaviour


Cognitive Solutions – Knowledge Modelling

Free Form Customer Reviews Text

Semantic Normalization

NLP

Text Mining

“Perfect!!!. This hotel is the perfect option for a city break in Paris. All of the staff are extremely friendly and helpful, the hotel was maintained and cleaned to an exceptional standard and the location is ideal, less than a 5 minute walk from the Eiffel Tower. I emailed the hotel before we arrived to request a balcony room with a view of the river Seine. The hotel responded to my email straight away and the request was fulfilled when we arrived. ……”

Language Dictionary

Domain Taxonomy and Metadata

Business Ontology/Rule Engine

Augmented Cognitive Knowledge Graph

External Data (Wiki, travel books etc.)

Knowledge Engineering


Intelligent Search Solutions

Topic based semantic search on user reviews content

- “family friendly”, “budget buffet breakfast”, “baby swimming pool”

Semantic Search -What hotels can you recommend for family stay close to tourist attractions in Paris? …...

Voice Interface for Speech to Text


Summary

Customers

• Query based intelligent search platform

• Review content topic and attribute wise search

• Integrated data on single platform – hotels, review sentiments, wiki – location, transport, place etc.

Hotels

• Intelligent insights on customer reviews and sentiments for service improvement - topic and entity wise.

• Competitor Analysis – What positive topics are most discussed for competitors?

Travel Portals

• Engage more customers on the platform with easy integration with smart devices (smart watch, phones etc.)

• Consumer behavior mining for value added data services to other industries and SME business.

Use Cases

Customer Reviews

Social Media (Facebook)

Location Wiki – wikitravel Digital Knowledge System


INSIGHTS|ANALYTICS|INNOVATIONS

text semantics and cognitive solutions

Data & Analytics