A couple of months ago I posted on text analysis vendor Etuma - www.etuma.com (Click here to read).
At the time, it seemed to me that an affordable, cloud based text analysis solution like Etuma would offer businesses an easy alternative to the expensive, harder to use solutions currently on the market. And, could potentially broaden the market for text analysis in general, by allowing companies with lower budget thresholds to apply powerful text analysis technology to smaller scale business problems.
As I've become more familiar with Etuma's capabilities and seen it in action, I've been increasingly impressed. For example, I recently loaded an Excel file representing the results of a survey I conducted for a local soccer club. With no "tuning" of the lexicon and no setup from Etuma, it was able to give me very useful topic and sentiment insights on a data set it had zero experience with.
Because I loaded the survey results from an Excel file that included all the other (non verbatim) responses, Etuma also immediately allowed me to segment verbatims using the responses to non-verbatim questions as background variables. For instance, I could aggregate verbatims from Promoters, Passives and Detractors and see what topics they were talking about and see how they felt about those topics. I could then drill down to the actual verbatims in each response "bucket" (Promoter, passive, etc) for further analysis.
Granted, I have some expertise in customer surveying. So, I'm not a total neophyte when it comes to text analysis. But, by no means do I know anything about programming a text analysis solution and I didn't have to with Etuma. So, to me, this test showed that people with reasonable experience levels in customer surveying could take Etuma and quickly use it as part of their VOC, Customer Experience or Customer Feedback strategy with very little assistance from Etuma.
Having some understanding of how text analysis solutions are priced today, it is quite remarkable to me that for around $3,000 a month Etuma can process 5, 6 or 7 thousand text items per month, while providing powerful and user friendly tools for data analysis, report design and dashboarding the analyses for business end users.
For businesses with ongoing customer survey processes (either transactional or relationship) and generating 10-50,000 responses a year (assuming 2-5 verbatims each) text analysis is currently pretty much out of reach due to the cost of the solutions available. Etuma puts text analysis back into these companies "wheel houses".
If anyone is interested in an Etuma Trial just click here
Anyone who'd like to speak with me about Etuma360 can reach me at: stew.nash2010@mail.com
Stewart Nash
www.linkedin.com/in/stewartnash
At the time, it seemed to me that an affordable, cloud based text analysis solution like Etuma would offer businesses an easy alternative to the expensive, harder to use solutions currently on the market. And, could potentially broaden the market for text analysis in general, by allowing companies with lower budget thresholds to apply powerful text analysis technology to smaller scale business problems.
As I've become more familiar with Etuma's capabilities and seen it in action, I've been increasingly impressed. For example, I recently loaded an Excel file representing the results of a survey I conducted for a local soccer club. With no "tuning" of the lexicon and no setup from Etuma, it was able to give me very useful topic and sentiment insights on a data set it had zero experience with.
Because I loaded the survey results from an Excel file that included all the other (non verbatim) responses, Etuma also immediately allowed me to segment verbatims using the responses to non-verbatim questions as background variables. For instance, I could aggregate verbatims from Promoters, Passives and Detractors and see what topics they were talking about and see how they felt about those topics. I could then drill down to the actual verbatims in each response "bucket" (Promoter, passive, etc) for further analysis.
Granted, I have some expertise in customer surveying. So, I'm not a total neophyte when it comes to text analysis. But, by no means do I know anything about programming a text analysis solution and I didn't have to with Etuma. So, to me, this test showed that people with reasonable experience levels in customer surveying could take Etuma and quickly use it as part of their VOC, Customer Experience or Customer Feedback strategy with very little assistance from Etuma.
Having some understanding of how text analysis solutions are priced today, it is quite remarkable to me that for around $3,000 a month Etuma can process 5, 6 or 7 thousand text items per month, while providing powerful and user friendly tools for data analysis, report design and dashboarding the analyses for business end users.
For businesses with ongoing customer survey processes (either transactional or relationship) and generating 10-50,000 responses a year (assuming 2-5 verbatims each) text analysis is currently pretty much out of reach due to the cost of the solutions available. Etuma puts text analysis back into these companies "wheel houses".
If anyone is interested in an Etuma Trial just click here
Anyone who'd like to speak with me about Etuma360 can reach me at: stew.nash2010@mail.com
Stewart Nash
www.linkedin.com/in/stewartnash
